For the longest time, American luxury buyers knew what to do when they were ready for their next vehicle. They would typically pick up the phone and talk to their favorite salesperson at a BMW, Mercedes, or Audi dealer, and rely on that German reputation and quiet confidence to carry the day. For those people, some Japanese options might have come into the frame, but buyers were unlikely to consider anything from Korea, even if Genesis started to look like an interesting outsider.
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