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Genesis hopes a little pampering results in lots of conquest sales

Genesis G80 interior
A special trip to indulge in Europe's finest hotels and restaurants helped a group of Hyundai executives shape Genesis's insights into what a premium car buyer wants.
NG
By:
Nick Gibbs
June 17, 2021 12:11 PM

Hyundai's new premium brand, Genesis, needs a strong competitive advantage to have any hope challenging its most formidable opponents -- Audi, BMW and Mercedes-Benz -- in Europe.

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