Back in 2008 Hyundai took a brave plunge into the mid-sized rear-wheel drive executive car park with its first-generation Genesis sedan. Yet as well-received as it was, its conservative design never really set it apart in that parking lot.
Dare we say that the second-generation Genesis is set to climb more than just a few rungs up the desirability ladder?
Shown here in extremely realistic official renderings, the new Genesis is both bolder and more elegant. Yet the best news, at least for anti-German-establishment buyers, is that it's been confirmed for South African release in the second half of 2014.
Ushering in the second phase of Hyundai's 'Fluidic Sculpture' design language, the new sedan features a large single-frame grille, swept-back headlights and a pronounced shoulder line.
Hyundai describes it as an "easy to understand" and "pleasant" design.
Although interior pictures have yet to be released, Hyundai promises "master craftsmanship-level" finish and carefully considered ergonomics.
Its engine line-up remains a secret for now, although word on the street is that it'll carry over with mild evolutions of the current 248kW 3.8-litre V6 and 320kW 5-litre V8. A four-cylinder turbodiesel engine is also said to be on the cards.
According to Hyundai, the new sedan's improved suspension system and advanced chassis technologies - fine-tuned on the Nurburgring - will ensure top-class road holding characteristics and ride comfort.
In the words of Hyundai's R&D chief Sik Kwon: "The evolved all-new Genesis is the product of Hyundai's best resources and capabilities and we strongly believe it will be a game-changer in the market."
Yet time will tell whether it's able to tempt buyers out of the default choices like the Mercedes-Benz E-Class and BMW 5 Series, particularly in brand-conscious markets like South Africa.
At least Hyundai is promising competitive pricing and a more-than-generous spec sheet. Are you looking forward to this one?