Luxury vehicles tend to play from the same rulebook. Add chrome on the exterior, upgrade the interior with leather and authentic accents like open pore wood and aluminum, and make features like heated seats standard. Hyundai’s luxury brand Genesis is attempting to play by a different rules as it launches its first SUV, the GV80.
It’s no secret that Genesis started off on rocky ground four years ago. Dealership commitment wasn’t strong and Hyundai, the parent company, faltered when it came…