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It may not come as a surprise to some, but Hyundai is finally entering the luxury game for real. Only, it will not fly under the Hyundai banner at all; the “Genesis” name—which has graced the flanks and trunklids of two Hyundai models for a number of years—is now a brand unto itself.
Hyundai Motor Co. is saying that by 2020, the Genesis brand will have six models in its line-up, all adopting an alphanumeric naming structure starting with the letter “G”, and ending with 90, 80 and so on. Think Infiniti models, just with a “G” instead of a “Q” or “QX”.
To prove that the Genesis models will be more than just Hyundai models with new badges (indeed, the bewinged Genesis badge has existed for some time, and will get modified to fit its new standalone status), Hyundai has hired Luc Donckerwolke—currently the head of the Hyundai Motor Design Center—to lead the new division. He has been responsible for designing numerous Volkswagen Auto Group models, ranging from the Bentley Continental Flying Spur sedan, to the Lamborghini Murcielago supercar.
In addition to all-new models, Genesis customers can expect a new customer experience that aims to reduce as many hassles as possible, and provide a more tailored fit for their needs. It’s a trend started with the Equus full-size sedan, whose owners were eligible for service without even having to leave their driveway; Hyundai would come to them.
“We have created this new Genesis brand with a complete focus on our customers who want smart ownership experiences that save time and effort,” said Euisun Chung, Hyundai vice chairman. “The Genesis brand…will become a market leader through our human-centered brand strategy.”
No models have yet been announced, but expect the line-up to involve both mid- and full-size sedans, a sporty coupe, and full-size crossover. Hmm, I seem to remember a few current Hyundai models that fit those descriptions…
Look for more news on the Genesis brand both at the L.A. Auto Show in two weeks’ time, and the North American International Auto Show next January.
