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But which model could go PHEV is a big unknown.

While the full picture of Hyundai's new Genesis lineup comes into focus, reports emerge that the Korean automaker is already planning plug-in hybrid variants of one or more of its models.

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But their Korean bosses may not be so keen to finance the project

Peter Schreyer and Luc Donckerwolke came to Hyundai from the Volkswagen Group, where luxury brands create supercars. But will they manage to convince their new bosses to green-light one for the new Genesis brand?

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Peter Schreyer is in charge of design at Hyundai, Kia, and Genesis, and a profile from Bloomberg shows just how important he is to those brands.

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The Genesis Hybrid Sports Sedan Concept shows that the young brand might be able to take on established players in the crowded segment.

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Genesis has revealed its first ever concept, foreshadowing an entry level sedan that would do battle with the BMW 3 Series, Mercedes C-Class, and Audi A4.

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The Genesis New York Concept previews a sport sedan with modern styling, which points toward the new brand's future design language.

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Back home in Korea, Hyundai is offering the vehicle we know as the Genesis G90 as the EQ900L, boasting an extra foot of space in the back to stretch out.

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The luxury car reborn.

Hyundai plans to deliver just as much luxury experience with its new Genesis brand as it does high-end automobile. The market is primed for its concierge luxury and classic refinement.

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Consider a discounted Hyundai Genesis instead of a Hyundai Sonata, Elantra, Azera, or Tucson.

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Hyundai is the first automaker to top USA Today's influential survey of Super Bowl commercials.

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Kevin Hart uses the Blue Link Car Finder on his smartwatch to track his daughter's date in Hyundai's humorous Super Bowl ad for the Genesis sedan.

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Two of Hyundai's Super Bowl ads are now online, and they both use jokes to sell the 2017 Elantra's high-tech features.

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Struggling to meet demand for its utilities, Hyundai has plans to turn down sedan production and boost crossover output. New crossovers will be added and at least one four-door nameplate will go away.

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Hyundai has big plans for both its Genesis and N sub-brands, and that, according to the latest reports, includes combining the two to create luxury performance models in the years to come.

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Hyundai will recall the 2015 Genesis to replace its tires because the factory rubber can develop cracks in the sidewall.

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We Discuss The Launch Of The Genesis Luxury Brand

From the Genesis booth at the 2016 Detroit Auto Show, Jonathon Buckley interviews Hyundai VP of Product Planning Mike O'Brien. They discuss what the launch of a standalone Genesis luxury brand means for Hyundai.

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For 2017, the Hyundai Genesis sedan will be rebadged as the Genesis G80. The renamed car is at the Detroit Auto Show alongside the all-new G90.

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