Not the band, the car

As I walked to my car after work, I noticed this new looking SUV (Sports Utility Vehicle) parked on the side of the road. It stood out, as it was a car I hadn't seen before, and I was interested as to what it was. It was a Genesis GV80 SUV.

Genesis is the luxury vehicle division of the Hyundai Motor Group. It is relatively new as a vehicle brand and has a small range of sedans and SUV vehicles, primarily designed for the North American market. Genesis is to Hyundai, like Lexus is to Toyota. The Lexus LX is just a tarted-up Land Cruiser, and I suspect the Genesis GV80 is a Hyundai Sante Fe underneath.

Lexus has been the most successful of these Asian luxury brands and has become Japan's largest manufacturer of premium cars. I suspect Hyundai is trying to imitate that success with the Genesis brand for the South Korean carmakers.

These brands exist to compete with the prestige of European vehicles like Mercedes Benz and BMW. The car manufacturers will market and sell these brands separately, and you won't find a Genesis at a Hyundai dealer or vice versa.

I have trouble relating to Genesis as a luxury car brand. After all, it is just a Hyundai in a glitzy suit, and I am unlikely ever to buy one.

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