Hyundai Planning VP Michael O’Brien Talks About Genesis Luxury Sub-Brand

Hyundai Planning VP Michael O’Brien gets asked 5 questions on the Genesis luxury brand.

The last couple of years have seen Hyundai dip their toe into the luxury vehicle segment, but earlier this week they decided to finally jump right in by announcing the creation of the Genesis luxury sub-brand.

It’s an exciting time for Hyundai, and one that VP of corporate product and planning for Hyundai Motor America Michael O’Brien was more than happy to talk about when he sat down for an interview with BrandChannel.

Question #1

The first question for O’Brien was about how the decision was made to launch a luxury brand. He explained that it was an idea that had been bouncing around for quite some time, especially given the sales success of the Genesis and Equus.

Hyundai brass had heard the stories of the owners of those vehicles peeling off the Hyundai badge, and decided that it was time to give them a nameplate they could be proud of.

Question #2

When asked whether the Genesis brand would be a halo or volume operation, O’Brien said that he believes the solid sales already achieved by the Genesis and Equus made it clear that it would be about volume.

Hyundai was already performing well in the luxury marker, and he sees no reason why that should change now.

Question #3

O’Brien was also asked how the Genesis brand would be able to differentiate itself from the other luxury brands. He explained that the thought process with the initial release of the Genesis was that time was the greatest luxury people craved.

This is why Genesis dealerships will offer a variety of services that are designed to save customers time so that they can better enjoy their luxury car experience.

Question #4

The next question for O’Brien was about the role that autonomous driving would play in the Genesis brand. O’Brien admitted that autonomous driving was one of the goals for the brand, but that they also wanted to deliver a great driving experience.

That was why Hyundai has been working with Lotus engineering to deliver a level of performance worthy of a luxury vehicle.

Question #5

The final question was about what the creation of the Genesis sub-brans would mean for Hyundai as a whole. O’Brien made it clear that the consumer would definitely be aware that Genesis and Hyundai vehicles came from the same manufacturer, just as they know that Toyota and Lexus are tied at the hip.

Find more details about the interview here: Brandchannel