Hyundai takes a second run at Beijing

Another chance: Employees are seen working at a Hyundai production plant in India. The firm has struggled in China because of its fading brand recognition. — Bloomberg

BEIJING: Hyundai Motor Co is far from the top automobile brand of choice in China but its luxury-car division is seeking to change all that with a direct-to-market strategy targeting young, upwardly mobile consumers.

Genesis Motor made its debut in China in April last year after entering North America, Australia and the Middle East. Interestingly, its line up in the world’s biggest car market won’t include an electric vehicle (EV), at least initially.