Hyundai eyes U.S. with first Genesis SUV
South Korea's Hyundai is taking on the likes of Lexus and BMW with a luxury SUV its hoping Americans will like.
The company unveiled the car on Wednesday (January 14) under its premium brand, Genesis.
The GV80 boasts quilted leather seats and even a system that cancels noise from the road.
The SUV is a big leap for Genesis.
The brand itself was meant to help revamp Hyundai, better known as a value-for-money automaker.
Before now its lineup was just three sedans, limiting its appeal in the U.S., its biggest overseas target.
That's because U.S. tastes have shifted to SUVs, especially among younger drivers.
And analysts say at the moment, Genesis owners skew older than most other brands in the U.S.
So Hyundai is pinning its hopes on the GV80 to push overseas through younger buyers and aims to offer the car in first quarter 2020.
Over 70% of Genesis vehicles were sold in its home country, South Korea, between January and November last year.
The rest were sold mainly in the United States.
However, the company hopes if it can put more Genesis vehicles on American roads that could lead to a foothold in China and Europe, where it hasn't taken off.
