Genesis’ New Trademark Filings Hint At Something Special For Hyundai’s Fledgling Luxury Brand
We could be looking at the new company’s full line-up, complete with luxury and performance variantsby Kirby Garlitos, on
Hyundai’s Genesis brand is slowly taking shape. The G80 and G90 sedans are already out in the market. The entry-level G70 is set to follow suit along with two SUVs and a performance sports coupe by 2020. While Genesis hasn’t announced names for these models, recent trademark filings uncovered by Motor Authority sheds light on possibilities. What’s more, Genesis is also planning a lineup of luxury and performance variants akin to Mercedes-AMG and BMW’s M Division.
Among the most notable trademark applications featured in the filing pertain to a lineup of models badged with a “GT” nomenclature, including the “GT60,” “GT70,” “GT80,” and “GT90.” We can already guess the GT80 and the GT90 to be more upscale versions of the G80 and G90, respectively. Likewise, the GT60 and the GT70 could fit the same profile when both the G60 and G70 ostensibly comes out in the near future. Moving away from the sedans and coupes, the filings also point to a full-scale family of crossovers and SUVs that will inevitably wear the “GV” nameplate. We already saw hints of that when Genesis revealed the GV80 Concept at the New York Auto Show. The production version of that concept will likely sit as the range-topping SUV of the new brand with the GV60 and GV70 models sitting below it. Once all these models hit the market (Genesis is aiming for a complete lineup by 2020), the luxury sub-brand that started off as a Hyundai model will have evolved into a full-fledged luxury automaker.
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Here’s what we could be looking at once Genesis is a full-fledged lineup
This new trademark application Genesis filed with the U.S. Patent and Trademark Office isn’t actually the first time the company has filed trademarks for these names. Back in July 2015, Hyundai made similar filings with the Korean Intellectual Property Rights Information Service (KIPRIS) and that filing actually featured a lot more names than the ones the company filed here in the U.S. Those patents actually included names like GC60, GC64, GT64, and G65.
It’s unclear how Genesis plans to fit the G64 and G65 nameplates, but they could just well be different iterations of the same model, similar to how Mercedes uses “500” and “550” as different names for the same model in different markets.
With that said, let’s take a dive at what the Genesis lineup could look like and the potential rivals each model will have.
The Genesis G60 is expected to be the entry-level model of the brand. Its base variant could come in sedan form, although the GC60 moniker could point to a coupe version too. With the G70 figuring to slot in the space occupied by the likes of the BMW 3 Series and the Mercedes C-Class, look for the G60 to slot in the market where the 1 Series, A-Class, CLA-Class, and Audi A1 hold court.
note: photo of the Genesis G70
All signs point to the G70 being the workhorse of Genesis’ sedan lineup, similar to how the 3 Series and the C Class serve as the BMW and Mercedes-Benz’s workhorse models, respectively. Official details about the G70 have not yet been revealed, but spy shots of the model have been seeing doing test runs in recent months. There’s also no word yet on the specific power figures for the sedan, but there is the belief that the G70 will feature different engine options, including a turbocharged four-cylinder engine with 245 horsepower and 260 pound-feet of torque in tow. A more powerful V-6 engine could also be in play, as is a hybrid version that will net in excess of 200 horsepower. Expect the G70 to hit the market sometime in 2018.
note: photo of the Genesis G80
The Genesis G80 is the first of two Genesis models that are already out on the market. It’s slotted comfortably in the mid-sized premium market with the likes of the 5 Series, E-Class, A6, and the GS. Power comes from a handful of engine options, including a 3.8-liter V-6 engine that produces 311 horsepower and 293 pound-feet of torque and the bigger and more powerful 5.0-liter V-8 engine that packs 420 horsepower and 383 pound-feet of twist. Pricing for the G80 starts at $41,100 for the base-level 3.8 RWD and goes all the way up to $54,550 for the 5.0 Ultimate RWD. Taking into account the filing of the GT70 name, look for that model to compete against the BMW M5, Mercedes-AMG E 63, and the Audi S6.
note: photo of the Genesis G90
The Genesis G90 is the range-topping model of the Genesis brand, and for what it’s worth, the Korean automaker prepared it to be as such. It’s hands down the most luxurious of all Genesis models and was designed with unique styling details from the rest of the Genesis line. The car’s tall shoulder line, muscular rear haunches, large wheels, and steeply raked rear windscreen all embody a sedan that deserves a spot atop the luxury sedan segment. It’s also powered well, too, thanks to a 3.5-liter V-6 engine that produces 365 horsepower and 376 pound-feet of torque and the same 5.0-liter V-8 that produces just as much power as the G80: 420 ponies and 383 pound-feet of twist.
As the flagship model of the brand, the G90’s price starts at $68,100 for the 3.3T AWD Premium variant before rising up to $72,200 for the 5.0 AWD Ultimate. It’d be interesting to see how Genesis plans to adopt the GT90 moniker to the line, but if it does arrive, look for it to be developed similar to the M7 and the S8. A limousine version of the G90 has also been caught testing in the wild. Expect some development on that front as well where it could compete against the Audi A8 L and quite possibly, the Mercedes-Maybach S600.
Genesis’ SUV lineup is ways behind its sedan counterpart, so it’s too early to really assume anything at this point. We do know that the company plans to build a full SUV family in the near future with the GV70 serving as the entry level variant. No mention was made on a performance variant for any of the SUV models, but don’t sleep on the possibility of it happening. The SUV market is one of the strongest segments in the auto industry and performance variants of premium SUVs are among the hottest-selling models in the entire business these days. With models like the X3 M, AMG GLC 63, and NX F Sport all killing it in the sales department, expect Genesis to join the fray at some point in the future. A Genesis GVT70, perhaps? Maybe something simpler to say, perhaps?
note: photo of the Genesis GV80 Concept
Similar to the G80, the GV80 will inevitably sit as Genesis’ mid-sized premium SUV. It’s no secret that Genesis used the GV80 name in presenting the concept version at the 2017 New York Auto Show back in April. That’s because the GV80 will likely have the task of competing in what is arguably the most competitive premium SUV segment in the business today. Models like the X5 and Q7 are already established. Then there’s the Lexus RX and the Mercedes GLE-Class that are making names for themselves.
While we’re at it, don’t sleep on other models like the Porsche Cayenne, Volvo XC60, Jaguar F-Pace, and the Maserati Levante. Genesis will undoubtedly have its hands full in developing the GV80 to stand out from its future rivals. Details are still scarce surrounding the production version the GV80, but expect it to have its own menu of powertrain options, including the 5.0-liter Tau V-8 engine and, quite possibly, some hybrid options as well. Expect the GV80 to be the first Genesis SUV to be released, possibly as early as 2018.
The GV90 will inevitably sit as the top-of-the-line SUV offering from Genesis. It’ll have its hands full in that segment too, but unlike the GV70 and GV80, the number of competitors aren’t that significant. That could be a blessing in disguise for Genesis as the full-sized SUV market isn’t as popular of a market as its mid-sized counterpart. Look for Genesis to slowly build up the release of the GV90, possibly after both the GV70 and GV80 SUVs are already out. It would be a mistake to start big and move down because it would set different expectations compared to building from the GV80 and using it as the foundation for both the GV70 and GV90 variants. That said, I don’t foresee Genesis to release the GV90 at least until 2019.
Genesis luxury sports car
Potential rivals: Mercedes-AMG GT
The most mysterious model of Genesis’ proposed brand lineup is also the most exciting one. We don’t know much about the sports car at this point, other than the expectancy of its release sometime in 2020. Now, I’m not going to add any unsubstantiated rumors about the car, but I will be excited if it ends up being a legitimate sports car in the vein of the Mercedes-AMG GT. Having a model like that would definitely put Genesis on the map in ways that no sedan or SUV can do.
Source: Motor Authority