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Hyundai Announces New Premium Genesis Brand

Hyundai Announces New Premium Genesis Brand

By Philly Murtha, November 05, 2015

This week, Hyundai Motor Co. announced that it will launch a new global premium car brand—Genesis—with its first new model debuting in December of this year. The automaker also will open the Genesis Prestige Design Division to develop a lineup of six luxury models for “a new generation of discerning customers,” according to Hyundai officials.

To entice “new luxury” consumers, the South Korean company will begin to roll out the first of six models in the Genesis lineup starting next month, with a new version of the Equus large premium car that may be named the G90 in the new brand’s naming structure. Five other premium entries, including the Genesis midsize premium sedan and an upcoming luxury SUV, will be unveiled through 2020, the automaker said.

According to officials, Genesis will be a stand-alone brand that operates alongside Hyundai. The automaker says its goal is to deliver “personalized and human-centered experiences with vehicles that have refined performance, athletic, elegant design and innovation with a hassle-free customer experience.” Genesis will focus on customers who want smart ownership experiences that save time and effort, combined with practical innovations that enhance satisfaction, suggests Euisun Chunch, Hyundai Motor vice chairman.

To differentiate the nameplate, Genesis will have a distinctive design identity, badge, naming structure, and unique customer service process. Models will be badged with a wing-type crest that is different from the current Genesis badging. In addition, models will be named with a new system that combines the letter “G” for Genesis with numbering—70, 80, 90—to represent segments.

Starting in mid-2016, former Volkswagen Group premium brand designer Luc Donckerwolke will lead the Genesis brand design staff, reporting to Peter Schreyer, president and Chief Design Officer for the Hyundai Motor Group. He designed models for Audi, Bentley, and Lamborghini brands. The Genesis brand will sell models in South Korea, China, North America, and the Middle East. Europe is on the horizon.

Through October, Hyundai has delivered 28,376 Genesis and Equus models, up 3.3% from 27,482 unit sales in the first 10 months of 2014, based on data collected by J.D. Power and auto forecasting partner LMC Automotive.

Additional Research:

  Genesis Unveils Sleek Essentia Electric Concept in New York
Genesis, Hyundai Motor’s premium brand, unwrapped at the 2018 New York International Auto Show the all-electric Essentia Concept Touring Coupe to redefine “athletic elegance” for future models.
  2019 Genesis G70 Preview
With its arrival in 2018 as a 2019 model-year vehicle, the all-new Genesis G70 compact sport sedan brings the Genesis sedan count to three: G70, G80, and G90. Read our preview for more details!
  Genesis Debuts GV80 Fuel Cell SUV Concept at New York Auto Show
The Genesis luxury brand, spun off by the Hyundai group in 2015, unveiled its first luxury concept SUV at the New York Auto Show this week.
  New for 2017: Genesis
The Genesis name and its winged logo will be applied to a planned range of six luxury models. For 2017, the lineup contains the G80 and the G90, which effectively replaces the Hyundai Equus. Find out what's new for each 2017 Genesis car model in our buyer's guide...
  Photo Gallery: 2018 Genesis G80 3.3T Sport at the 2016 L.A. Auto Show
See photos of the new 2018 Genesis G80 3.3T Sport from the 2016 Los Angeles Auto Show.
  2018 Genesis G80 3.3T Sport Debuts at 2016 Los Angeles Auto Show
This week, Hyundai Motor’s new Genesis premium brand took the wraps off its 2018 Genesis G80 3.3T Sport variant at the 2016 Los Angeles Auto Show.
  Genesis Debuts High-Styled Premium Compact Concept at New York Auto Show
Hyundai Motor’s new Genesis luxury brand this week previewed its New York Concept compact hybrid sports sedan at the New York International Auto Show.
  2017 Genesis G90 Preview
Hyundai is transforming the Genesis nameplate into a full-fledged luxury brand, starting with the G90 for the 2017 model year.
  Hyundai’s New Lux Genesis Brand Unveils Flagship G90 Sedan
Hyundai Motor Co. today took the wraps off the Genesis G90, its first top-of-the-line large luxury sedan in the new premium Genesis brand lineup.
  Hyundai’s New Genesis Luxury Brand is Necessary, but No Guarantee
Evidently, Hyundai Motor Co. has decided that luxury is defined as a separate sales channel called Genesis.
  Hyundai Announces New Premium Genesis Brand
This week, Hyundai announced that it will launch a new global premium car brand—Genesis—with its first model debuting in December. Learn more with J.D. Power Cars.
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