Hyundai Announces New Premium Genesis Brand
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.
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