As Hyundai unveiled the new Lexus LS-rivalling Genesis concept at the New York show, senior sources indicated that the company has not ruled out creating a separate, upmarket brand to sell it under.The final production version will go on sale in the middle of 2008, so there’s not much time left to launch a new brand in the same vein as Lexus and Infiniti. Hyundai does, however, use the Equus marque in its Korean home market, and making that global is also being considered. Whatever badge it is sold under, the Genesis will retain the front-engined, rear-drive layout of the concept and its V8 will produce 'more than 300bhp,' propelling the Genesis to 60mph in under six seconds according to sources. Hyundai is also claiming that it will be the dynamic equal of both BMW and Mercedes, but cost considerably less. The car has been principally designed for the US, Korean and Middle Eastern markets, though an insider admitted that Hyundai had not ruled out bringing it to Europe, possibly powered by a large-capacity diesel engine.