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Hyundai Motor Co. is far from the top automobile brand of choice in China but its luxury-car division is seeking to change all that with a direct-to-market strategy targeting young, upwardly mobile consumers.

Genesis Motor made its debut in China in April last year after entering North America, Australia and the Middle East. Interestingly, its line up in the world’s biggest car market won’t include an electric vehicle, at least initially.

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