Is Genesis a success? It depends how you judge a premium brand

What defines success for a car company? Sales, profits, happy dealers, happy customers, brand awareness: these are all attributes that go into what we would consider a healthy automotive business.

All of which makes judging the success of Genesis quite difficult. It’s now five years since Hyundai’s premium brand launched in the UK, but rather than a brand with five years of experience behind it, it feels more like a brand that has lived its first year five times over, as it looks to establish a model that works.