German automakers rule the US luxury market. Genesis is determined to change that

The sleek silhouette was breathtaking: A long clamshell hood that appeared to go on indefinitely. An interior swathed in upcycled, sustainable materials. A futuristic dashboard connected to a "floating" center console. The automotive work of art could have been German. Or British. The clue that gave it away: A shield-shaped Crest Grille. Genesis, the luxury vehicle division of Korean automaker Hyundai, was sending a veiled message to its competitors with the Genesis X Concept, a chic, high performance electric GT the marque debuted on March 30. Over the last two years, Genesis has been busy racking up industry awards and earning praise from the automotive community as it rapidly rolls out new models. U.S. consumers, who tend to be brand loyal, are only starting to take notice of Genesis. But the inveterate leaders in the highly competitive space -- BMW, Mercedes, Lexus and Audi -- are bracing for a protracted fight.