Should Hyundai Just Create A Premium Brand And Challenge The Establishment Head On?

Hyundai Motor Co. may add two luxury models and create a luxury brand that would likely be called Genesis to compete directly with Toyota Motor Corp.'s Lexus and other upscale makes, Hyundai's top U.S. executive said.

The South Korean auto maker, which has boosted its U.S. market share 50% in two years, is evaluating whether to build a four-door sports car akin to BMW AG's 3 Series as well as a crossover utility vehicle like the Lexus RX 350.

Hyundai already sells the full-size, upscale Genesis sedan and this month will begin selling in the U.S. the ultraluxury Equus model, which starts at $58,000. It is unclear where else in the world the potential new models might be sold.