Genesis Standing Alone as a Luxury Sedan Brand in the U.S. Market
A decade has passed since the first generation of Genesis was launched in the U.S. with the plaque of Hyundai-Genesis. Genesis Motors was separated from Hyundai Motor in 2015, and has struggled to have the Genesis stand alone in the competitive U.S. luxury sedan market. The present case study aims t...
| Published in: | Asia Marketing Journal |
|---|---|
| Main Authors: | , |
| Format: | Article |
| Language: | English |
| Published: |
Korean Marketing Association
2019-04-01
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| Subjects: | |
| Online Access: | https://amj.kma.re.kr/journal/vol21/iss1/2/ |