After years of testing the luxury waters with its Genesis and Equus sedans, Hyundai has finally decided to dive into the deep end and join the premium market with its own off-shoot global luxury brand. The new venture will be called Genesis and unlike its previous iteration as a model within Hyundai’s lineup, Genesis will be launched as a separate sub-brand that’s independent from Hyundai.

The new Genesis brand is expected to lock horns with the likes of Lexus, Infiniti, and even European names like BMW, Mercedes, and Audi. It’s an ambitious leap for Hyundai, but one that was years in the making. As early as 2011, there’s already been talk within the company of launching a luxury sub-brand. It took longer than the Korean automaker intended it to, but now, the Genesis luxury brand has finally been given the green light.

Plans call for six new Genesis models to be launched by 2020. Each model is expected to be developed with an eye towards providing the highest standards of design, innovation, and performance, the three foundations of any luxury brand that’s worth its salt. The Genesis brand will also adopt a new alphanumeric naming structure that a lot of its future competitors already use. The letter ‘G’ will come as standard since it stands for “Genesis” and it will be combined by numbers like 90, 80, or 70 to identify a specific model.

As early as now, there’s already been a groundswell of movement within Hyundai to move forward with the launch of the Genesis brand. For instance, designers have already developed the sub-brand’s official badge, a wing-type emblem that’s inspired by the badge currently being used by the Genesis models.

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Why it matters

Hyundai Launches New "Genesis" Brand
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While I’m not overly shocked by this announcement, I admit to being caught a little off guard by the timing. As I said, rumors of this happening have been on the wire for a few years now and Hyundai, for its part, has never denied its intention to be a bigger player in the luxury car segment.

But none of those things are important now because what matters is that Hyundai has finally announced that the Genesis model will in fact turn into a separate sub-brand similar to Lexus (Toyota) and Infiniti (Nissan). Considering how far Hyundai has come in the past decade or so, I’m excited to see what it has in store for the Genesis brand. Give Hyundai credit because it’s taking this venture very seriously; it has even created a Prestige Design Division that will be responsible for developing the models that will fall under the Genesis sub-brand.

Once the pieces are in place, the Genesis sub-brand is expected to be offered to the global market, beginning in the Korean, Chinese, North American, and Middle Eastern luxury car markets. As soon as the brand finds stability in those places, expansions into the European and other Asian markets are expected to follow suit.

So there you have it, folks. Hyundai has given the go-signal to split the Genesis out of its family cars and into a sub brand of its own. It’s going to be given substantial autonomy to compete against some of the established luxury brands in the market and knowing how ambitious Hyundai can get, I’m looking forward to see what it has in store for the Genesis sub-brand.

Hyundai Genesis

2015 - 2016 Hyundai Genesis High Resolution Exterior
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Press Release

Hyundai Motor has announced an all-new global luxury brand – Genesis – that will deliver ‘human-centered’ luxury through a range of new models that feature the highest standards of performance, design and innovation.

Hyundai Launches New "Genesis" Brand
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Created for a new generation of discerning consumers, Genesis will be a stand-alone brand that operates alongside the company’s popular Hyundai marque. Capitalizing on its success in the fast-growing global car market, Hyundai Motor will launch six new Genesis models by 2020 and will compete with the world’s most renowned luxury car brands.

The Genesis brand seeks to create a new definition of luxury, one that will provide a new platform for future mobility centered on people. By anticipating human needs at every touch point, Genesis models will embody four key aspects: Human-focused innovation, refined and balanced performance, athletic elegance in design and hassle-free customer experience.

“We have created this new Genesis brand with a complete focus on our customers who want smart ownership experiences that save time and effort, 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.

Genesis models will boast outstanding driving dynamics and design, with innovations tailored to closely-meet the needs of customers. The new model line-up will distance itself from the traditional technological overload of brand-focused competitors, concentrating instead on a personalized, hassle-free customer experience. Continuing the customer-oriented approach that flows through every Genesis model, sales and service staff will provide rapid and attentive service to customer’s requests.

To elevate and differentiate the Genesis brand from Hyundai, a distinct design identity, emblem, naming structure and customer service offering is being established.

Genesis models will be badged with a new wing-type emblem, redesigned from the version used on the current Genesis model to create an even more luxurious look. This emblem firmly cements the Genesis models as a collective family of luxury models under the Genesis nameplate.

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.

Woong Chul Yang, Head of Hyundai Motor R&D Center and Vice Chairman of Hyundai Motor said, “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.”

Fitted with the latest proactive safety technologies, intuitive convenience features and IT connectivity, Genesis models are engineered to provide excellent ride comfort while retaining confident sportiness.

To develop a distinctive and differentiated design for the new Genesis brand vehicles, Hyundai Motor has created a Prestige Design Division. From mid-2016 Luc Donckerwolke, who was previously responsible for the design of Audi, Bentley, Lamborghini, SEAT and Skoda models at the Volkswagen Group, will lead this new division alongside his role as Head of the Hyundai Motor Design Center. The work of the new Prestige Design Division will be overseen by Peter Schreyer, as part of his group-wide design responsibilities as President and Chief Design Officer (CDO) of Hyundai Motor Group.

Peter Schreyer commented, “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.”

The name ‘Genesis’, which also means new beginnings, hints at the new values and standards that the brand will bring to the global luxury car market. Initially on sale in the Korean, Chinese, North American and Middle Eastern luxury car markets, the Genesis brand will expand its reach to Europe and other parts of Asia as the model range grows to full strength.

Hyundai Launches New "Genesis" Brand
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Setting the brand’s cars apart from competitors, innovation will begin with the consumer, with customer requirements directing development. This philosophy echoes the vision of Hyundai Motor to be a ‘lifetime partner in automobiles and beyond’, with the ‘Modern Premium’ brand direction of Hyundai reinterpreted for the new Genesis marque.

Since the launch of its first cars in 1967, Hyundai Motor has grown quickly to become one of the world’s leading automakers. The strategic decision to create an all-new luxury car brand is recognition of the company’s strengths and its global ambitions. By introducing new customers to Hyundai Motor and elevating its competitiveness, the new Genesis brand will enable more people to experience the premium value of Hyundai Motor.

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