seeks to go up-market with premium models to better compete with rising sales of luxury imports.
"For Hyundai, Genesis will be a make-or-break model. Being the mass-market producer, they need to do it right to win premium image and achieve higher profitability," Chung said.
Even with the new models, Hyundai will have a tough time gaining ground against Japanese and US rivals, said Park Sung-jin, a fund manager at Woori Asset Management, which owns Hyundai shares.
"Gone are the heydays for Hyundai. I doubt whether they can accelerate growth again and repeat the double-digit growth of the past," Park said.