GENESIS has unveiled its striking ‘New York Concept’ luxury sports sedan at the New York International Auto Show. The New York Concept hints a new level of prestige for the South Korean automaker as it attempts to challenge German brands such as Mercedes and BMW.

Renown as a budget friendly marque, Hyundai’s news Genesis Hybrid Sport sedan is anything but that.

The Genesis G70 concept car, unveiled at the New York motor show last week, hints of a newer and more prestige model set to arrive in Hyundai showrooms next year.

Reportedly to be priced around $60,000, the Genesis looks to be positioned to capture market share in the highly competitive entry level luxury market, traditionally dominated by Mercedes, BMW, Audi and Lexus.

Stand out features of the G70 ‘New York Concept’ are a striking, sporty and agile body, with an engine that generates an impressive 180kw and 353Nm of

The G70 presents a unique Human Machine Interface (HMI) concept with the instrument cluster and centre stack, that includes a 21-inch 4k display, merged into one curved horizontal display.

Hyundai is making its move into the entry level luxury market, which is experiencing a surge of interest with consumers.