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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