I don't really care enough to keep debating the particulars of this derailment, but just because the brand started "from scratch" doesn't mean it wasn't established to separate the "premium" brand from the utilitarian view of Toyota, and in fact that appears to be exactly the case whether or not specific to the US market, which was my original point, relative to the Hyundai/Genesis thing. it's not unheard of for a "budget" brand to break off a premium brand for perception reasons.