To be taken seriously in their respective fields, French chefs need to master a soufflé and fashion designers need to create a definitive little black dress. When mainstream car companies want to enter the world of luxury, they build a limousine, followed soon after by a sports sedan, before filling out the rest of the range. Toyota did it when creating Lexus 30 years ago, and now it’s the turn of Hyundai with its luxury division Genesis.
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