The U.S. car market welcomes the birth of a new brand

The U.S. car market welcomes the birth of a new brand: Meet and greet a new car luxury marque, the first one of the 21^st century. It's been more than 25 years since a major automaker launched a luxury brand, the times of Infiniti and Lexus joining the U.S. market as the luxury vehicles of Nissan and Toyota.

In the next 18 months you need to expect for the Korean carmaker to peddle its G80 and G90 sedans, both are descendants of products which used to be once under Hyundai's brand. Meanwhile, the brand is challenging its brand image, promoting it from scratch to scratch, and conveying it to consumers. The automaker knows how to advertise itself, and how to set its Genesis brand apart from many other luxury car brands.