Hyundai's Genesis to Become a Separate Luxury Auto Brand Soon

MANILA: Hyundai, the South Korean auto brand is in the spree of strategizing its growth as the brand has recently announced that it is soon launching its luxury brand Genesis as a separate automotive brand. Known for the sense of luxury, and continuing with the same, the stand-alone brand is expected to release 6 new Genesis models by 2020 and will carry what Hyundai calls 'human-centered' luxury.

“We have created this new Genesis brand with a complete focus on our customers who want smart ownership experiences that save time and efforts, with practical innovations that enhance satisfaction. The Genesis brand will fulfill these expectations, becoming a market leader through our human-centered brand strategy,” said Euisun Chung, Hyundai Motor Company Vice Chairman.

The exact details of the car are not yet told by the company but they did mention that the models will be completely different from Hyundai models. The brand will definitely concentrate on hassle-free and personalized customer experience so that it can stand special in the mass market. More, Genesis will have its own design language, emblem, naming structure, and customer services. The names of the models will be combination of number and letters like G90, G80 etc. The emblem will be redesigned for the new brand and will have more luxurious appeal than the current badge.

The Prestige Design Division of Genesis will be headed by Luc Donckerwolke and Peter Schreyer will oversee the design work. “In creating the design signature of Genesis brand cars, we set out to display confidence and originality, creating highly desirable products that present new charm through innovative styling and proportions,” said Schreyer.

“The Genesis models will provide technological innovation, excellent driving performance and luxury to customers. Every Genesis model will be created with the needs of our customers in mind, so the resulting car will perfectly meet their needs without any unnecessary burden or excess,” said Yang, Head of Hyundai Motor R&D Center. The brand launch is in December 2015 where best of luxury amenities and technical features are expected.