Breaking into the luxury car segment is one of the hardest challenges in the automotive industry. Heritage matters enormously in this world — Bentley, Mercedes-Benz, and Rolls-Royce have spent decades, even centuries, cultivating the kind of prestige that money alone can’t manufacture overnight. Yet Genesis, the Korean luxury brand backed by Hyundai, has been doing exactly what the establishment said couldn’t be done: building a genuine luxury identity from scratch, at speed, and making it stick. The blueprint it has followed isn’t entirely original — in fact, it borrows heavily from the playbook of one very successful predecessor — but the execution has been sharp enough to turn heads across the industry.
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