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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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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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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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Watch Hyundai Launch The Genesis Luxury Brand and Unveil The G90

Watch Autoblog's coverage of the Hyundai press conference at the 2016 North American International Auto Show in Detroit. The automaker launched its Genesis luxury brand and unveiled its G90 range-topping sedan, and our hosts and editors bring you their uncut reaction.

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The G90 isn't only a big vehicle for Hyundai, it's the first car from the company's new Genesis line, and represents the successor to the unloved Equus sedan.

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To direct its new Genesis luxury brand, Hyundai has hired Manfred Fitzgerland, formerly head of branding at Lamborghini. But he's just the latest in a string of westerners brought in to help transform the Korean automotive giant.

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Hyundai has taken the wraps off the new Genesis G90 sedan, known at home as the EQ900 and ready to take the place of the Equus as the Korean automaker's new flagship luxury sedan.

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Hyundai's new premium brand, Genesis, launches next month. The Equus-replacing G90 will be the first car to arrive, and here it is, fully uncovered.

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Hyundai is previewing its upcoming new Genesis G90 flagship luxury sedan, set to replace the current Equus next month, with a pair of teaser renderings.

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Lineup Will Consist Of Six Products By 2020

Hyundai will launch the Genesis brand in December, with a G-based naming structure. Genesis will grow to include six products by the year 2020.

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Hyundai recalled 27,500 of the cars in October 2012 just hours before the government opened an investigation

Hyundai has agreed to pay a $17.35 million fine for delayed reporting of a brake defect affecting Genesis luxury cars, the National Highway Traffic Safety Administration said Thursday.

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