Hyundai Genesis set for Europe in 2014

The Genesis will become the first ever premiumHyundai sedan sold in Europe, where it is hoping to shake its image as a budget brand.

“We have to overcome the challenge of competing with established European brands,” a Hyundai spokesperson said in a statement. “We expect the Genesis will play a crucial role in improving our brand recognition.”

The second-generation sedan comes six years after the launch of the original Genesis.

It is set to carry over the same engines as its predecessor, including the 3.8-litre V6 and 5.0-litre V8 petrol powerplants. At least one of the engines will be paired with Hyundai’s new HTRAC all-wheel drive system in line with its German rivals.

The South Korean company plans to introduce the new Genesis in its home market next month, followed by rollouts in the United States and other markets next year. The Genesis sedan remains under serious consideration for Australia though unconfirmed at this stage, while the next-generation Genesis Coupe is set for our market around 2015.

Hyundai and sister brand Kia nearly doubled their combined European market share to six per cent between 2008 and 2012 by offering affordable yet stylish cars matched with generous warranties.

Although their sales have slipped 0.7 per cent so far this year, it is still well ahead of the market’s four per cent overall decline.