Hyundai launches new Ge­n­e­sis sports sedan in SUV-driven mar­ket

Daily Sabah (Turkey) - - Business -

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. the G70 is the third sedan to carry the Ge­n­e­sis name but the first to be mar­keted ex­clu­sively un­der Hyundai Mo­tor’s fledg­ling pre­mium brand. 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.

“Look at Cadil­lac, with just one cross­over, the brand is strug­gling in the U.S. It will be much the same story for Ge­n­e­sis un­til they can get a cross­over to mar­ket,” said Dave Sul­li­van, prod­uct analysis man­ager at U.S. con­sul­tancy Au­toPa­cific. “It’s not be­cause the G70 will be a bad prod­uct ... The sedan lineup just doesn’t match con­sumer de­mand.” Hyundai has not said when it would en­ter China and Europe, which are dom­i­nated by Ger­man pre­mium brands. Hyundai Mo­tor ex­pects an­nual sales of over 60,000 G70 sedans glob­ally. Hyundai has said the Ge­n­e­sis line-up will grow to six by 2021, with the ad­di­tion of two SUVs and an elec­tric ve­hi­cle.

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