Since the advent of big-money televised tournaments, luxury car franchises have been among golf’s most enthusiastic sponsors. Hyundai Motor Co.’s new Genesis luxury car franchise perpetuates that connection in Los Angeles this weekend with the sponsorship of the PGA Tour’s golf tournament at historic Riviera Country Club. A warm-up came a few weeks ago at the Farmer’s Insurance tournament in San Diego, where Genesis was the official car. The models are highly rated against luxury competition – what they need now is prestige. Hyundai, conversely, is a brand for the masses – while Genesis aspires to crack a market dominated by BMW, Mercedes-Benz, Cadillac, Lincoln and Lexus.

Source: Forbes February 17, 2017 16:02 UTC