US pop singer Gwen Stefani will perform for about 10,000 people at a gala event to launch of the G70, the third sedan to carry the Genesis name but the first to be marketed exclusively under Hyundai Motor's fledgling premium brand.
Starting from $33,000, the sporty four-door offers bang for the buck as it takes on rivals including affiliate Kia Motor's Stinger sedan and BMW's 3 Series.
But analysts say the G70 will not solve Hyundai's troubles in the United States, where sports utility vehicles (SUVs) are all the rage and the two previous Genesis-branded sedans failed to take off.
"Look at Cadillac, with just one crossover, the brand is struggling in the U.S. It will be much the same story for Genesis until they can get a crossover to market," said Dave Sullivan, product analysis manager at U.S. consultancy AutoPacific.
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