Genesis will become a standalone brand, with six models planned by the end of the decade
4 November 2015

Hyundai has announced it will split the Genesis name away from the rest of its range and is creating a new luxury brand.

Previously the Genesis name was only attached to the company’s range-topping luxury saloon, but now it will be completely separate, with as many as six models set to be released under the new brand by 2020.

Hyundai says that there will be clear differences between its main range and the Genesis brand, with the new models getting a distinct design, a new emblem and its own naming structure. It also says Genesis will major on customer service.

It is this personalised service that will be Genesis’s main selling point, rather than what Hyundai calls a “traditional technological overload“ it says its competitors have used.

The branding will be a development of the wing-type logo used on the current Genesis saloon, while the naming structure will have models use a number after the letter G - G90, G80, G70 etc.

The look of the new division at Hyundai will be crafted by former Volkswagen Group designer Luc Donckerwolke, who starts in the new role from the middle of 2016. He will report to the existing president of design for the Hyundai Group, Peter Schreyer.

Hyundai has not yet confirmed what the six new models will be, but it has said that the rollout will start from December. One of the models could be a coupe version of the Genesis, as previewed by the Vision G concept car earlier this year.

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Our Verdict

Hyundai Genesis
The Hyundai Genesis is powered by a 3.8-litre V6 petrol engine

The Korean firm has made progress in its quest to match executive saloons from Audi, Mercedes and BMW, but on this evidence there's still work to do

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Comments
4

4 November 2015
Yawn. Sounds like Fords Vignale marketing effort. Would be surprised if anyone falls for it.

4 November 2015
winniethewoo wrote:

Yawn. Sounds like Fords Vignale marketing effort. Would be surprised if anyone falls for it.

The Americans will. hey fell for Acura, Infinity and Lexus big time!

4 November 2015
Lexus is backed by engineering. They have a stellar reputation in the US. Would agree somewhat about Acura. It's not taken that seriously in America either. No idea about Infinity although they get bad press here.

wmb

5 November 2015
If BMW can do both Mini and Royals Royce and the VW Group can do Volkswagen and Audi as well as other premium brands, why can't Hyundai be taken seriously for doing a true luxury brand? As Toyota will tell them as the built up Lexus, it will take time to build the reputation and to be taken seriously by the masses at large. Personally, IMHO, between the Equis (is that how one spells the the name of their flagship?) and the current Genesis, they are off to a good start for they have decent bones to build from. A few questions remain though. If the name of the new brand is Genesis and they are going in the direction of alphanumeric things with their vehicles, will the name of their flagship change? Will all of their offers be based on RWD/AWD platforms or will their be FWD vehicles among the mix? As more luxury marks build smaller vehicles that reach into mainstream territory on price, will The Genesis brand follow suit? If so, how will they keep themselves separate from Kia and Hyundia, as well as avoid any over lap? What does this new luxury division mean for Kia's Luxury aspirations and pretensions? If done correctly, the Genesis brand can I have a bright future! But there are a lot of variables, and moving parts that can make all the difference. Hopefully it'll grow into a true division that Hyundai can be proud of, as opposed to simply just a trim level that only THINKS it is a true premium brand!

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