Hyundai have been thinking of separating its luxury cars from the common ones and making a new brand, the way Toyota did with Lexus. Could the marketing and branding brainstorming on how to gain more success be the reasons or Hyundai Genesis and upcoming Equus? THE Genesis. The most expensive car built by Hyundai, or Equus, which is expected to be priced at around 60 grand, deposing Genesis of the leader title.  For a moment, we come to think if 60 grand is not too much for a (luxury) car. But, as Equus will battle for the podium with BMW 7 Series, and Genesis has justified its 40 grand, luxury car buyers will find this jewel a Korean delicacy. Still, a question remains: how will this separation be perceived by luxury car hunters? Lexus, your move!