Hyundai launches the Genesis luxury brand

While Hyundai (and sister concern Kia) have revamped their worldwide image, the South Korean automaker is looking to go deeper into the luxury sector. The Genesis has won Hyundai several accolades the world over and capitalizing on its premium image, Hyundai has now launched Genesis as a separate, global luxury brand.

Hyundai will launch six new Genesis models by 2020, with the roll out beginning in this December. The Genesis brand will cater to customers who are largely targeted by rival Euro brands. Genesis models will be badged with a new wing-type emblem, redesigned from the version used on the current Genesis luxury saloon. 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.

Luc Donckerwolke, who was previously responsible for the design of cars like the Lamborghini Gallardo, Lamborghini Murciélago and Bentley Flying Spur will lead this new division alongside his role as head of the Hyundai Motor Design Center.

Genesis will initially target the Korean, Chinese, North American and Middle Eastern luxury car markets, before expanding its reach to Europe and other parts of Asia as the model range expands. 

The Equus and Genesis have served as market testers for Hyundai, helping the brand understand premium car customers better. Suffices to say that apart from offering technologically loaded products, the brand will focus on its image which will have to fight hard to gain the prestige enjoyed by players like Audi, Mercedes-Benz, BMW and Jaguar.

While the Genesis brand is still a long way from entering India, it remains to be see if/when Hyundai will launch the Genesis saloon here. The car has been showcased and spied, but an official launch confirmation is still awaited.