Currently reading: How Genesis hopes to take on Lexus

Car firms are increasingly finding the idea of going premium attractive; will the latest entrant be able to make it?

Audi, BMW and Mercedes-Benz dominated the premium market again in 2021, accounting for 56% of global premium market sales and 20% of the total new car market in the UK.

Beyond the German trio, market analysis company Jato Dynamics lists 27 other car brands trying to match their success, including Lexus and Genesis. 

Taking on Lexus

Not all have achieved success, most notably Nissan’s premium brand, Infiniti. It had big plans but went largely unnoticed, and while it still exists in some global markets, it’s long gone from the UK.

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