The Driver - Summer 2016 The Driver - Summer 2016 | Page 12

Will the Genesis
brand be a
revelation?
by

David Taylor

When Korean-based Hyundai Motor
Company announced on November 4, 2015
that they would be launching an all-new
global luxury brand—Genesis—there was
no parting of seas or heavenly trumpets
sounded. It was, after all, an announcement
that was no real surprise, short of,

why now?

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