It only seemed like a matter of time, but Hyundai is finally taking the next big step into the global luxury market with its "Genesis" brand starting this December.  What began as an ambitious budget luxury car for the Korean brand will finally become the separate entity it always should have been, as Hyundai aims to take on the major players in one of the world's most crowded automotive markets.  European stalwarts BMW, Mercedes-Benz, and Audi all vie for the top sales spot every year, with American and Japanese brands like Cadillac, Lexus, Infiniti, and Acura all nipping at their heels. But for 2016 onward, the luxury market is bound to be even more crowded in the U.S., with Jaguar expanding rapidly and Alfa Romeo finally rolling out a full lineup, not to mention Lincoln's resurgent efforts.  Clearly, Genesis will have to fight an uphill battle, but the fact remains that more and more buyers are going Korean thanks to improved design, class-leading quality, and above-average reliability. The current Genesis sedan is right on the cusp of being a true luxury car, and has been effective in capturing sales from some of the smaller luxury players based on value alone.  To distinguish itself completely from the Hyundai brand, Genesis will adopt an alphanumeric naming structure, utilizing the letter G followed by a number to denote the model. While more and more companies are turning to alphanumerics, we can't help but wish that old-school model names would make a comeback, but clearly this is what the people want.  The current Equus will likely evolve into the Genesis flagship, and the Genesis Coupe could easily become the sporty offering. That leaves room for a compact sports sedan to take on the 3 Series and company, and even a lineup of SUVs based on the strong-selling Santa Fe and Tucson.  We have no idea how they'll fare in the coming years, but if Hyundai sales of late are any indication, things are looking up.
Perhaps a few years overdue, Hyundai is finally launching its 'Genesis' luxury brand this December to take on the world's strongest players.