A FEW years ago it was difficult to accept a car market turned upside down as manufacturers sought to maximise profits.

Now there are prestige European car-makers crossing the price thresholds with a Korean car company, one going up and the other down. As they look at each other, wondering where the other one is uncharacteristically headed, there’s a sudden realisation that each is invading unfamiliar territory.

As Hyundai’s first assault on the Australian prestige market, the difficulty won’t be in the style, equipment or performance of the Genesis but in perception.

Simply, why buy a recently-hatched Korean large car when for the same price there’s badge-envy models from the big German prestige manufacturers, the Japanese and even Australia.

Perhaps that’s why the Hyundai name doesn’t appear on the car. Just a bootlid “H” logo. Is that enough?

Click here for the full review...