Hyundai, together with Kia, is the sixth biggest carmaker in the world in terms of sales but the company sees its future as being in the top five band of carmakers.
To boost sales and market share, Hyundai is developing more premium models such as the new Genesis sedan and coupe but what executives really hope to accomplish is the launch of a full-line dedicated luxury brand like what Toyota did with Lexus.
Executives are in no major rush, and are in fact taking a wait and see approach with the launch of the new Genesis range.
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