Hyundai will continue the development of its Genesis luxury sub-brand with the unveiling of a concept at the New York International Auto Show on 23rd March.

The brand has unveiled a single image and a teaser video of the new car, but is giving very little information away ahead of the unveiling.

The car is simply dubbed ‘the New York Concept’ and Hyundai describes it only as a four-door sports saloon “expressing the design direction hat will distinguish forthcoming Genesis products”.

According to Genesis brand head Manfred Fitzgerald, the new model is a progressive concept car that showcases the design quality of the brand. “With its expressive volumes and refined design, the New York Concept truly embodies the athletic elegance, which characterizes Genesis products,” he says.

Industry observers believe the car previews the forthcoming Genesis G70, pitched as a rival to BMW’s 3 Series and the Audi A4.

Genesis will effectively be to Hyundai what Lexus is to Toyota, and target the big hitters in the premium market such as Audi, BMW, Jaguar and Mercedes-Benz. Six new Genesis models will launch by 2020.

Clues to the Genesis – the teaser video; 

Andrew Charman
Andrew is the News and Road Test Editor for The Executivecondominium. He is a member of the Guild of Motoring Writers, and has been testing and writing about new cars for more than 20 years. Today he is well known to senior personnel at the major car manufacturers and attends many new model launches each year.