SEOUL — The mission: Make a compact luxury sedan lighter, more agile, and feel more compact than the BMW 3 Series.
For an automaker with limited experience in creating sporty vehicles and crafting luxury experiences, this is a tall order. But with its 2019 G70 sedan arriving in U.S. showrooms in early 2018, Hyundai’s Genesis brand is attempting to break the German dominance of the compact luxury sedan segment.
Recall the shocking entrance into the luxury market by three Japanese automakers three decades ago. But despite wins in several segments for Lexus, Acura, and Infiniti, no Japanese sedan has yet to shatter the BMW 3 Series’ iron-fisted grip on the compact sedan segment—either in sales volume or its perception as a keenly crafted driver’s car. Whether the arrival of the Genesis will have any greater impact with consumers or if there will be no reply at all remains to be seen.
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