Hyundai is ready to take on the likes of BMW in the race to sell luxury cars.

Edward Lee, former Hyundai Australia boss and now head of international sales for the brand, says Australian Hyundai customers no longer buy cars because of cheap prices but because they love the brand.

Speaking in Seoul ahead of a preview drive for the brand’s first premium car to go on sale in Australia, Lee says the full-sized Genesis sedan can take on luxury brands in Australia.

“I think so, according to research in Korea and the United States and many other places, [customers] think Genesis is purely a luxury car,” he says.

“We are very competitive in many aspects.”

Lee compared the new car to BMW’s small, medium and large luxury sedans.

“This is a serious product,” he says, “The room and the space is similar to the BMW 7-Series, the performance is similar to the BMW 5-Series and the price is similar to the BMW 3-Series.”

However the Genesis lacks one key ingredient luxury buyers crave – a luxury badge.

Many car makers, including Volkswagen, have tried – and failed – to tap into the luxury market with an upmarket car wearing a mainstream badge.

Interestingly the Genesis has almost no Hyundai branding; on the exterior, for example, the only stylised “H” badge is on the bootlid, with all other badging (on the wheel caps and in the grille) of the spread wings of the Genesis model.

As much as features, design, performance and quality luxury buyers are buying into a history and heritage that comes with decades of production and, in many cases, innovation.

It’s understood Hyundai has considered a luxury brand but shied away because of the price of establishing that brand.

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The company is believed to have looked closely at Toyota’s experience with Lexus and decided the billions of dollars it has spent establishing the Lexus brand over a quarter of a century would be better spent on the cars.

June Cha, marketing director for Hyundai in Australia, agrees premium customers will be in Hyundai’s sights.

“We surveyed luxury customers and can find something in common for them. They want to be shown luxury and they don’t want it to be unreasonably priced,” he says.

“Mid luxury, or high trim of BMW 3-Series of Lexus ES or even high trim [models] of the Holden Commodore or Honda Accord [range] - those customers can be our customers.”

Hyundai has not released final Australian specifications and prices, though it has hinted that the car will be well-equipped, and confirmed that it will be powered by a 232kW 3.8-litre V6 engine that drives the rear wheels through an eight-speed automatic transmission.

Overseas versions of the car currently on sale are loaded with the sort of gear buyers might expect from the likes of a luxury brand.

A comprehensive suite of driver support programs includes lane keeping assistance and emergency steering support that can help steer drivers out of danger, along with vibrating haptic feedback that lets drivers know when they are wandering out of their lane.

Blind-spot warning, self-parking and radar cruise control systems are present and correct, along with a 360 degree camera and rear cross traffic alert that can warns drivers of other cars when reversing.

Automated emergency braking will stop the car if it predicts a collision, and a heads-up display allows drivers to stay informed without taking their eyes off the road.

On the inside, drivers can adjust their seat in 16 ways, while the front passenger has a 12-way adjustable seat, both cloaked in Nappa leather.

Navigation and entertainment functions are displayed through three 9.2-inch monitors – one in the centre of the dashboard and one in each headrest for back-seat passengers.

Lee says those features make the Genesis an important car for Hyundai.

“We know that to improve our brand is a different story and it will take lots of time,” he says.

“But this is a very good opportunity to change our customer’s mind and improve our brand in Australia.

“People will be very surprised.”