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Hyundai’s luxury division, Genesis, will step up further in the luxury car industry by offering a new bespoke department to cater to the extra wealthy. Its first attempt, known as “Your Genesis,” failed once to reach out to the other parts of the world apart from South Korea. This new bespoke department is geared toward a global audience, but that also means Genesis will have to compete with the biggest luxury players in the market. Is the brand biting off more than it can chew?
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