Hyundai Motor has announced an all-new global luxury brand – Genesis Brand – that will deliver ‘human-centered’ luxury through a range of new models that feature the highest standards of performance, design and innovation.
[ads id=”0″ style=”float:left;padding:9px;”]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.
[ads id=”7″ style=”float:left;padding:9px;”]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.
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.
I remember reading a year ago that Mr Donkerwolke was denying whispers about joining Hyundai design centre.
I think this is a very good move for Hyundai, as consumers will never see Hyundai as a premium brand ( sorry, It’s the pony effect ), so coming with Genesis brand is much better.
I see it every day in Belgium while driving with the Equus & Genesis sedan, people can not believe that Hyundai is capable of producing such nice and comfortable premium cars.
But what about the Equus, will the name vanish to G90 or G Equus? 😉
I really, really hope that they create a logo more unique and memorable than the anonymous, clichéd wing logo they use now. That, and a full-bore, no-expense-spared supercar; I think that is what leads people to really respect automotive brands.
Looks like the will continue using the same as now, just because is what the people could know. Maybe in a few years, when the brand will be established, received an updated logo
So then what about the pre-existing Genesis Sedans? What are they considered? I happy to tell people I have Genesis R-spec, but would like a real name for it. They were the BH500, VS500, VL500 depending on your package in Korea.
The current Genesis sedan, when it receives a facelift as a 2017MY will turn into G80. Later on will arrive a small RWD sedan under the Genesis to be called as G70
I had a feeling that Hyundai will relaunch genesis as their luxury arm when they launch the genesis sedan. They probably try to measure how will the consumers react by giving them a car with a high level of luxury at a competitive price that carries its brand. And it did not disappoint them, it blew all their expectations.
And also when they launched the Vision G, Hyundai is shouting to the world that they are ready to make luxury cars.