Genesis is serious about taking on BMW, Mercedes-Benz

LOS ANGELES — Other luxury brands had years to plan the spinoff of their luxury brands. Hyundai did it in nine months.

It’s fallen to a veteran auto executive Erwin Raphael to try to create a separate identity around the brand called Genesis. That has meant trying to get the word out and educate the dealer network about what it’s going to take to please luxury customers.

Whether it’s building the brand or the quality of the cars themselves, “it’s all about the details,” says Raphael, Genesis’ general manager in the U.S.

Fortunately, he’s starting off with two models that have already gained good reputations under the former names as Genesis models. Now those two cars,

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