Mercedes Benz

Korean auto brands, which ruled J.D. Power's closely watched quality rankings this year, are improving their product arsenals and better aligning their U.S. portfolios to meet demand for crossovers. Their pipelines show how the increasingly versatile Hyundai-Kia group plans to deploy its electrification technology, diesel engines, hydrogen fuel cell systems, European-inspired designs and large-crossover platforms across its brands to reach more consumers and compete in more segments of the market. Korea's luxury ambitions could ride on what happens in the next four years. If the Genesis product slate fills out as expected with three new crossovers by 2022, in addition to electrified options and reworked sedans, the brand will be set up nicely to increase volume and generate awareness. But a run of product delays would stunt the brand's growth and annoy dealers who will have invested heavily in stand-alone operations by then. Hyundai is strengthening its hand with the Kona (...