Hyundai is set to launch a new global luxury car brand called Genesis. The name rings a bell? Hyundai Genesis is a luxury sedan manufactured and marketed by Hyundai since 2008 and in its second generation currently. The idea behind instituting the new brand is to create a new definition of luxury, one that will provide a new platform for future mobility for people . Genesis, as a luxury brand will help Hyundai expand its presence in the fast-growing luxury auto market.
Genesis will be a stand-alone label that will operate alongside Hyundai. Genesis cars will initially go on sale in the North American, Korean, Chinese and Middle Eastern markets. The brand will expand its reach to Europe and other parts of Asia as the model range grows to full strength, as stated by Hyundai.
All the car models under the new brand will drop the current Genesis logo and dawn a new, even more luxurious wing insignia. Also Hyundai says it will institute an alphanumeric naming system for the new cars. Two sedans will be rolled out this year, under the Genesis brand. The existing second-generation Genesis sedan will be rebranded the ‘G80’, and the soon-to-be-launched Equus luxury sedan which will be renamed ‘G90’ as per the new naming system. Hyundai said the Genesis line will offer vehicles with outstanding driving dynamics and design. Along with high-performance and environmentally friendly powertrains the cars will feature the latest proactive safety technologies.
“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,” Vice Chairman Euisun Chung said.
Luc Donckerwolke, former design chief of Bentley, Audi, Lamborghini and others will head global design for Genesis. Genesis will be up against luxury giants like Cadillac, Infiniti, Alfa Romeo, Maserati and Jaguar.
