It seems Hyundai is really serious about targeting the luxury car market in the United States. The company has already confirmed a luxury sedan that will debut in 2008, and had a very successful launch of the Hyundai Genesis Concept at the 2007 New York Auto Show.
Now Hyundai is getting ready to launch a series of TV commercials, that will debut in late April, showing its luxury car going up against upper-class brands such as BMW and Mercedes-Benz. The company plans to show consumers that Hyundai can offer the same luxury for a lot less.
With the production version of the Genesis concept set to start well under $30,000, Hyundai is hoping to aim the car at the BMW 5-Series and the Mercedes-Benz E-Class giving it luxurious features like Bluetooth technology, HD radio, navigation, USB/AUX input, heated/cool seats, push-start button and active cruise control. The Genesis concept also has safety features like front, side and rear airbags, anti-lock brakes and stability control, which you can expect to see in the production version.
The Korean company is also spending the next 12 months preparing its dealers to sell and promote an upper-class, luxury Hyundai brand.
Hyundai Genesis Concept Gallery (click thumbnails to enlarge images):