http://wardsauto.com/industry/genesi...-luxury-marketWhile many Genesis buyers come from inside the Korean automaker’s family – most directly from Hyundai – Lexus owners represent the largest segment – 30% – of conquest buyers to the brand, followed by BMW (15%), Cadillac and Mercedes-Benz (both 11%). Acura, Audi, Infiniti and Lincoln buyers make up the balance of conquest buyers.
Buyers largely are white, male, college-educated and older than 50, with median household incomes touching $145,000, but Raphael is quick to point out the Genesis brand is reaching out to all potential luxury buyers and welcomes everyone interested in the products and able to afford the vehicles.
Not surprising, Lexus makes up the largest % of conquest sales (as I had stated from the start about the Genesis sedan impacting GS sales).
Burns is already having a conniption about this - making the same arguments/excuses that BMW and MB owners have made against Lexus in the past (and are still making today).