2015 hyundai genesis concept

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Because they are doing exactly what Toyota did using Lexus in the late 80's/early 90's to combat the Germans. Identical business model and plan.

This is a 1992 Lexus.

This is a 1992 Benz.

Here is a 2005 Lexus:

Here is a 2005 Mercedez:



Hmmm...

and yep! It worked, many people say the name "Lexus" and have the connotation of upper-class, quality, refinement, etc. which they have when they say "Mercedes"--that they would never have associated with Toyota, had they not branched out, re-branded a division, and improved upon the German production model while copying the features and then improving where possible and selling for a lower price. Toyota muscled its way into the luxury car market and did a darn fine job of it. What you are seeing is Kia and Hyundai doing the exact same thing, 2 decades later. It's working.

As with most things, I have found, knowing the past is a strong step toward mastering the future.