The recent announcement by Hyundai Motor concerning the creation of the new Genesis luxury sub-brand means that we can look forward to a host of new premium vehicles that will deliver incredibly high standards in design, performance, and innovation.
While Genesis is its own brand, it will operate alongside the Hyundai brand that has flourished in recent years.
Hyundai have made huge strides in the global market during that time, and the creation of a premium brand was the next logical step.
We can expect to see 6 new models bearing the Genesis nameplate by the time 2020 rolls around.
Cool facts about Genesis luxury car brand
|Hyundai Genesis facts & history timeline|
|Established||Hyundai Genesis luxury brand has been officially launched in November 2015|
|First vehicle on sale||The very first vehicle launched under the Genesis luxury car brand was the G90 flagship sedan (sold as EQ900 in South Korea). It was officially unveiled on November 9. 2015|
|Number of models||Hyundai Motor will launch 6 new Genesis models by 2020 and will compete with the world’s most renowned luxury car brands.|
|Design||To develop a distinctive and differentiated design for the new Genesis luxury brand vehicles, Hyundai has created a Prestige Design Division.|
|Head designer||Leading this new division is Luc Donckerwolke who was previously responsible for the design of Audi, Bentley and Lamborghini vehicles. The work of the new Prestige Design Division is overseen by Peter Schreyer, a President and Chief Design Officer of Hyundai Motor Group.|
More than luxury
Genesis is not just looking to compete with the major luxury brands, they are looking to create a new definition of luxury!
They plan on doing this by taking a human-centric approach to the luxury brand, with 4 key aspects featured:
- refined and balanced performance
- human-focused innovation
- athletic design elegance
- hassle-free customer service
Design and driving dynamics will be the main focus of Genesis models, with innovations in both being created with the customer in mind.
While this may sound like something that every automaker says, Genesis will be taking a more personalized approach to technology, so that each customer gets the hassle-free experience they crave.
That will carry through to customer service, where a dedicated group of Genesis sales and service staff will be available to meet the needs of all owners.
New Genesis brand logo
While Genesis is part of Hyundai, their vehicles will have their own design, identity, emblem, and naming structure, as well as their own customer service.
The emblem in question will follow a similar sort of winged design used on the current Genesis model.
The upscale design of the emblem will help underscore the luxury element of the Genesis nameplate.
Letter G used for naming
As far as the naming structure goes, future Genesis vehicles will use alphanumeric names.
The letter ‘G’ will be used in the naming, as will numbers like 70, 80, and 90, with those used to represent the segment.
Woong-Chul Yang, Head of Hyundai Motor R&D Center and Vice Chairman of Hyundai Motor believes that all of the vehicles will deliver high levels of technological innovation and driving performance to luxury customers.
Every model made will be done so with the customer in mind.
Another major feature on all Genesis models will be safety technologies, as well as convenience features and connectivity.
The vehicles will be comfortable to drive, but will still maintain a high level of sportiness.
Prestige Design Division to take care of styling
Hyundai created the Prestige Design Division so that they could further differentiate the Genesis vehicles from Hyundai.
Taking the reins of that division in 2016 will be Luc Donckerwolke, who has had previous design stints at Bentley, Audi, Lamborghini, and more.
The work he performs here will be overseen by Peter Schreyer, President and Chief Design Officer (CDO) of Hyundai Motor Group.
The use of Genesis as the name is apt, as the origins of the word are about new beginnings, which is what Hyundai is looking to deliver in the luxury market.
Cars under the new luxury brand will initially be launched on Korea, China, North America, and the Middle East before eventually expanding to Europe and other parts of Asia.
Hyundai Motor has made a pretty quick rise to the top from their humble beginnings back in 1967.
They are now one of the biggest automakers in the world, and the creation of a luxury brand is just one more sign of their ambition and desire to compete in the global market.
When the Genesis brand arrives, it will only help grow the Hyundai brand all the more.