Hyundai launches Genesis luxury sub-brand

On Wednesday, the automaker announced its plan to launch a separate luxury brand. The Genesis brand will identify itself with a new wing-shaped emblem, a reimagined version of the badge worn by current Hyundai Genesis models. Instead, the brand will rely of tailored “customer experience”. By 2021, Hyundai plans to be selling six Genesis models, including an SUV and a crossover. A Genesis is also a premium sedan from Hyundai around which an all-new luxury brand will come into being.

Genesis will “deliver human-cantered luxury”, says the company, and that it will “compete with the world’s most renowned luxury vehicle brands”.

The Hyundai Genesis coupe will not be carried into the Genesis brand, Trainor said.

Hyundai shares are down 2% year to date, compared with the KOSPI 50 Index of top South Korean stocks, which has been flat over the same period.

U.S.-based Hyundai executives have expressed confidence that they can sell Genesis successfully against BMW, Lexus, Cadillac and other brands. In recent years the trend in USA automaking has been toward more models that may be defined as luxury by their materials and features.

Note, a new naming strategy will be introduced for all of these models, as seems to be the luxury du jour.

Genesis cars will feature latest safety features, IT connectivity and upmarket convenience features. The Ex- Volkswagener responsible for designing in Audi, Bentley, Lamborghini, SEAT and Skoda models – Luc Donckerwolke, will lead this new division along with his role as Head of the Hyundai Motor Design Center, from mid-2016.

Mike O’Brien, vice president of Hyundai product planning, hinted that Genesis may deviate from requiring opulent stores, the industry standard, toward personalized service that includes at-home test drives and valet pickup and delivery for service. Initially on sale in the Korean, Chinese, North American and Middle Eastern luxury vehicle markets, the Genesis brand will expand its reach to Europe and other parts of Asia as the model range grows to full strength.

The Korean company, best known for producing affordable and reliable hatchbacks and SUVs, says the standalone Genesis range will be six models strong by 2020, with the first one set to roll out as soon as this December.