stylish, fuel-efficient models at cheaper prices.
A senior Hyundai official told Reuters in August that it was expecting no domestic market share gain next year from this year's projected 42 percent level, even with the new car launches.
Hyundai's current engines are expected to be carried over to the next generation, unlike in the past where Hyundai refreshed its powertrains every five years, said Chung Sung-yop, an analyst at Daiwa Capital Markets. Some investors expect no major improvement in fuel economy, he added.
Hyundai said some of it new Genesis versions will be all-wheel drive model, its first all-wheel drive sedan, as it seeks to go up-market with premium models to better compete with rising sales of luxury imports.
"For Hyundai, Genesis will be a make-or-break model. Being the mass-market producer, they need to do it right to win premium image and achieve higher profitability," Chung said.
Even with the new models, Hyundai will have a tough time gaining ground against Japanese and US rivals, said Park Sung-jin, a fund manager at Woori Asset Management, which owns Hyundai shares.
"Gone are the heydays for Hyundai. I doubt whether they can accelerate growth again and repeat the double-digit growth of the past," Park said.