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Genesis as a four door sedan has been around since 2008 and now it has become a luxury division under Hyundai with more models on the horizon. The middle class market was just the start for Hyundai. Now that they have achieved a similar standing to their Japanese rivals, the brand looks to move on to the luxury car market.

Manfred Fitzgerald, the global brand chief, told autoblog; "Genesis is the beginning, where everything sprung from. That's where the light is, and that's where we see ourselves."

Currently, Genesis has two sedans available in their lineup, the G80 and G90 sedans, with a smaller G70 in the works. Now we hear of a crossover concept making its debut at the New York International Auto Show. Called the GV80, it is powered by a hydrogen fuel cell which could be the trend for future Genesis SUVs and Crossovers.

"We have great resources with our brand partners in fuel-cell technology, so when it came to alternative propulsion, this was a natural," says Fitzgerald.

We've also been promised a few more vehicles under the new brand by 2020, including a coupe and another crossover. A natural step for any new brand as a more diverse lineup across various segments should help level the playing field.

One of the largest hurdle for Genesis to overcome is brand awareness. Fitzgerald says; "we are not even a year old in the US. We're still trying to get the word out there. That's our challenge right now. Being recognized as a true competitor."
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