The maker of the Sonata midsize sedan and Santa Fe crossover sport utility vehicle (SUV) plans to launch Genesis as a separate global brand, though the line-up is likely to be sold through the existing Hyundai-brand distribution channel – at least for now, said one of the knowledgeable individuals.
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Thomson ReutersAn employee sits in front of the logo of Hyundai Motor Co.at its dealership in SeoulSEOUL (Reuters) – Hyundai Motor Co said on Wednesday it will launch a new global luxury vehicle brand called Genesis to respond to the rapidly growing high-end auto market.
As with the likes of PSA Peugeot Citroen’s DS marque, which recently severed branding ties with Citroen, Genesis will soon stand apart from the Hyundai range as a luxury brand in its own right.
“The Genesis brand will fulfill these expectations, becoming a market leader through our human-centered brand strategy”.
“We have created this new Genesis brand with a complete focus on our customers who want smart ownership experiences that save time and effort, with practical innovations that enhance satisfaction”. Continuing the customer-oriented approach that flows through every Genesis model, sales and service staff will provide rapid and attentive service to customer’s requests. Genesis won’t be limited to certain markets, however – Hyundai fully intends to offer it globally. This emblem firmly cements the Genesis models as a collective family of luxury models under the Genesis nameplate.
The Genesis brand will also adopt a new alphanumeric naming structure. Future models will be named by combining the letter “G” for Genesis with a number, 90, 80 or 70 etc., representing the segment.
According to a Reuters report via Automotive News, three executives within the company say Hyundai will make the announcement official today.
Hyundai decided around a decade ago not to set up a standalone upscale brand, but instead tested the water with the Genesis models.
Luc Donckerwolke-whose resume includes stints at Bentley, Audi and Lamborghini-will lead the design direction of Hyundai’s newly formed Prestige Design Division.
Hyundai Motor said that it will start the global brand with the current second generation of the Genesis sedan and the new edition of the EQ900 flagship luxury sedan, but the lineup will be expanded to six by 2020. For overseas markets, it will be sold under the name “G90”.
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Watch for more on the new Genesis brand to develop in the months ahead.
