MANY have gone before, and have failed – some quite badly. What makes Hyundai think that it can go against the grain and make a fist of a segment that’s so far above its usual bailiwick? How can it possibly go up against the established luxury car order of the Big Three European brands and succeed?

Answer: it’s got nothing to lose.

Hyundai is a brand that’s – finally – on the march. With fresh, exciting design, some truly excellent products and a world view that’s getting wider every year, the South Korean giant has already seen the fruits of halo car success with the first-generation Genesis doing well in the United States.

Hyundai Australia CEO Charlie Kim worked in the US as a leader on that first Genesis project, and the new car is close to his heart.

"Genesis will make a big difference to our brand in Australia," he told the assembled media. "The [first generation] car was a great success for Hyundai, and changed the way people thought about Hyundai. We know selling a luxury car against established competition won't be easy.”

It’s one thing having a value-packed proposition on the showroom floor – but if the product doesn’t perform, and isn’t priced or packaged correctly, it will be a millstone around Hyundai’s neck.

Luckily, the Genesis is more than just an attractive price ticket.

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