With the Genesis sedan and coupe models first, and then the larger Equus saloon, Hyundai moved up a couple of notches in the industry and began flirting with buyers looking at more premium offerings, even from the likes of BMW and Lexus.
Now, while the Koreans haven't reached the point yet to look at luxury European and Japanese models directly in the eyes, there's no doubt that's their long term goal. The upcoming second generations of the Genesis Sedan (see our 'Future Car' render here) and Coupe models previewed by the HCD-14 Sedan Concept and the HND-9 Coupe Concept respectively are a clear indication of that.
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