It’s an age old story. Major brand for a common man decides to go upscale and fails. It happened to Volkswagen with the Phaeton, it was about to happen for Hyundai and the Genesis. Andrew Hard:
The newly crowned Genesis brand revealed its first concept at the 2016 New York Auto Show, and the ultramodern (and aptly-named) New York Concept left the crowd speechless… As with most show cars, many of the elements showcased on the New York Concept are unlikely to make it to production, specifically the four-seat setup and dynamic interior styling. Even so, the Genesis brand just gave us one more reason to be excited about the compact luxury space.
This is why Toyota has Lexus, Nissan has Infiniti, and Honda has Acura. Luxury needs its own brand. Who wants to pay $70,000 for a Volkswagen?