Hyundai has gone public with plans to possibly create a new luxury auto brand in the U.S., splitting its operations and perhaps even establishing an entirely new dealer body to carry its premium models. According to reports in the business press, Hyundai might call the new division Genesis, taking the name from its Genesis luxury sedan launched in 2008. In addition to the Genesis and the new Hyundai Equus, future luxury models could follow the creation of the new division.
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