Hyundai launches new Genesis sports sedan

SOUTH Korea’s Hyundai Motor Co launched its first new sedan under the premium Genesis marque in Seoul on Friday, hoping to cement the brand’s place in the luxury segment and make up for its lack of a strong SUV line-up.

Starting from $33,000, the sporty four-door offers bang for the buck as it takes on rivals including affiliate Kia Motor’s Stinger sedan and BMW’s 3 series.

But analysts say the G70 will not solve Hyundai’s troubles in the United States, where sports utility vehicles (SUVs) are all the rage and the two previous Genesis-branded sedans failed to take off.