Currently reading: Editor's letter: Why Genesis is targeting just 15 UK dealers

Luxury brand aims to create personal relationships with customers to get edge over competitors

The Hyundai Group is the latest to try and crack the premium market with a new brand - perhaps one of the industry’s toughest tests - yet spend time in the company of Genesis’s management and your perception of it as another wannabe BMW or Audi soon shifts.

Register for free to access this article
  • Instant access to all Autocar Business news
  • Regular email newsletters
See all benefits here