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The days of the upscale-rebadge are dying, albeit more slowly in some badges than others. People are starting to do their research and saying "okay, so these two cars are the same, why would I pay for the luxury one when the fully loaded budget-badge equivalent is just as equipped and $10k cheaper?"
The point of a brand expansion is to build the brand, not to cannibalize existing sales. Let's say that the Santa Fe and the Azera leave Hyundai and go to Genesis as a brand--now people won't respect Genesis as a brand and instead will see it as another Hyundai. Hyundai doesn't need that; they already get that from Kia (also owned by Hundai, in case you weren't aware).
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