Jump to content
Create New...
  • William Maley
    William Maley

    Hyundai To Spin Off Genesis Into Its Own Brand

      Hyundai Announces A New Luxury Brand Called Genesis


    Hyundai announced today that it would be splitting off its Genesis nameplate into a whole new luxury brand that will launch in December.

     

    "To elevate and differentiate the Genesis brand from Hyundai, a distinct design identity, emblem, naming structure, and customer service offering is being established," Hyundai said in a statement.

     

    The Genesis lineup will be comprised of six models by 2020 and have a nomenclature that is comprised the letter 'G' and number of 70, 80, and 90 - designating the market segment the vehicle competes in. The Genesis sedan and Equus will be part of this new brand, along with a new midsize sedan, coupe, and SUV.

     

    To help develop an identity for Genesis, Hyundai is creating the Prestige Design Division. Leading this division will be Luc Donckerwolke, formerly responsible for design at the Volkswagen group.

     

    The Genesis brand will launch in North America, China, Korea, and the Middle East. More countries will be added as the brand grows.

     

    “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.

     

    Source: Hyundai

     

    Press Release is on Page 2


     

    Hyundai Motor Launches New Global Luxury Brand, ‘Genesis’

    • New ‘Genesis’ brand will compete with the world’s leading luxury car brands
    • Six-model line-up begins roll-out from December catering for ‘new luxury’ customers, delivering personalized and human-centered experiences
    • Refined performance, athletic elegance in design and human-focused innovation will elevate the Genesis brand


    November 4, 2015 - Hyundai Motor has announced an all-new global luxury brand – Genesis – that will deliver ‘human-centered’ luxury through a range of new models that feature the highest standards of performance, design and innovation.

     


    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.

     

    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.

    User Feedback

    Recommended Comments

    Makes sense to me. People don't just flock to Hyundai for RWD luxury, so they get to the dealership lot and see two midsize cars and two full size cars with no obvious differentiation. It's gotta be an awkward situation from a sales perspective.

    Link to comment
    Share on other sites

    Welcome Buick, Acura, Lincoln, Lexus, Infinity competitor. I expect them to eat some of these brands lunch.

    Me too.

    And finally...with Genesis as its own brand...they will.

     

    I read that even the Equus sedan from KIA will become a Genesis model.

     

    Of course some tweaking may have to be made to polish them up...buy hey...what manufacture has 100% completely flawless vehicles?

     

    The dealership network would be shared with Hyundai dealerships....

    That is OK...Unike Lexus, Acura and Infinti who started their dealership network  independently from their lesser counterparts from the get go...hey...it works for Buick...

    Link to comment
    Share on other sites

    I think this is a good idea and they'll be able to compete with the 2nd their luxury brands.  Splitting off into the Genesis brand will make the cars more appealing and make them stand out from Hyundai.  Horrible naming scheme though, G70, G80, G90?  That is boring and just copies Infiniti, which is boring as it is.

    Link to comment
    Share on other sites

    Oddly enough, Hyundai builds as many V8 sedans as Lincoln, Acura, Infiniti and Cadillac combined.  They should put some a turbo or supercharger on the Tau V8, they need a V8 sports coupe for sure.

     

    It would be neat if they did a crossover off the Genesis sedan platform, rather than trying to dress up a Santa Fe.  But then again the Lexus RX is a dressed up Highlander and people think Christ jumped off the cross to build it.

    Link to comment
    Share on other sites

    It's quite possible that Hyundai could become the globes largest luxury marque, and will do it with sales in countries you wouldn't think to have large luxury markets.

    Markets that the Germans and us makers either won't have access to, or will be too high priced for.

    In the US this is just an Acura redeux, but I will say this. When I went to test drive the genesis sedan a few months back, it didn't really make for a great shopping experience when the ok/decent Genesis was in the same showroom and on the same lot as their cheap $h!boxes (accent, Elantra, sonata). And the staff is the same too. That's like a guy selling at a Suzuki store trying to sell a BMW 135i with M package to a rich stuck up punk and his mom.

    I think I see a bit of a Lexus resurgence, but Infiniti and Acura won't ever really take off again. You still get those peeps that want Asian. Hyundais costs are so low it won't hurts them to try to lauch this brand. And it can't hurt the perception of the mother brand.

    As much as I don't like this, it will probably work out for them. Not huge but check back in ten years and you'll see what I mean.

    Link to comment
    Share on other sites

    That appears to be the current Genesis logo used in other markets. It looks a little too much like Bentley's logo.

    This appears to be the right move given the number of Genesis owners who replace the Hyundai H logo with the Genesis logo.

    Link to comment
    Share on other sites

    I am sure the owners of our dealership have been briefed, but those of us lower on the food chain are wondering what this means for us.  As it is, we don't keep Genesis models on the lot, but by order only.  The Equus is a Hyundai, not a Kia.  The retired father of our owner drives an Equus, it is a grander car than Buick's best, another brand we sell.

     

    I can see this working for them, and I can see them being a threat to Infiniti at least, if not Lexus. 

     

    The naming scheme sucks horribly.  But the Genesis name has a certain amount of recognition.  Clever of them to begin how they did, imo.

    Link to comment
    Share on other sites

    I am sure the owners of our dealership have been briefed, but those of us lower on the food chain are wondering what this means for us.  As it is, we don't keep Genesis models on the lot, but by order only.  The Equus is a Hyundai, not a Kia.  The retired father of our owner drives an Equus, it is a grander car than Buick's best, another brand we sell.

     

    I can see this working for them, and I can see them being a threat to Infiniti at least, if not Lexus. 

     

    The naming scheme sucks horribly.  But the Genesis name has a certain amount of recognition.  Clever of them to begin how they did, imo.

     

    The Kia K900 is on the Equus platform, I think that's what they meant.

    Link to comment
    Share on other sites

    MY 2017, maybe?  I assume they will rebadge & MCE the current Genesis sedan and Equus to start with, then add a CUV or two..   The Genesis coupe (is it still even in production, don't see them around) would make more sense to stay a Hyundai badged model...

    Edited by Cubical-aka-Moltar
    Link to comment
    Share on other sites

    I invite everyone to re-read the first sentence in the OP.  :AH-HA:

    'launch in December'...a press conference to announce the brand..doesn't say anything about when they will have product in showrooms and on lots.

    • Agree 1
    Link to comment
    Share on other sites

     The retired father of our owner drives an Equus, it is a grander car than Buick's best, another brand we sell.

     

    I would hope it's grander, Buick doesn't sell a car anywhere near that price point. Cadillac is another story.

    Link to comment
    Share on other sites

     

    I invite everyone to re-read the first sentence in the OP.  :AH-HA:

    'launch in December'...a press conference to announce the brand..doesn't say anything about when they will have product in showrooms and on lots.

     

    Exactly.  Do the VINs change in december? will there be any standalone Genesis dealerships in December?

     

     

    .... or... more likely.... did someone at corporate just order new business cards?

    Link to comment
    Share on other sites



    Join the conversation

    You can post now and register later. If you have an account, sign in now to post with your account.
    Note: Your post will require moderator approval before it will be visible.

    Guest
    Add a comment...

    ×   Pasted as rich text.   Paste as plain text instead

      Only 75 emoji are allowed.

    ×   Your link has been automatically embedded.   Display as a link instead

    ×   Your previous content has been restored.   Clear editor

    ×   You cannot paste images directly. Upload or insert images from URL.


  • google-news-icon.png



  • google-news-icon.png

  • Subscribe to Cheers & Gears

    Cheers and Gears Logo

    Since 2001 we've brought you real content and honest opinions, not AI-generated stuff with no feeling or opinions influenced by the manufacturers.

    Please consider subscribing. Subscriptions can be as little as $1.75 a month, and a paid subscription drops most ads.*
     

    You can view subscription options here.

    *a very limited number of ads contain special coupon deals for our members and will show

  • Similar Content

  • Posts

    • I have already been to Kia's website and understand its versatility. It will also, again, never make it here as a consumer level van if at all. Even if ti does, half of those "features" will disappear for the U.S., like how your Kia honest have the near 360 captains chairs in the 2nd row like they do in overseas markets. Lastly, you said it looks cooler, and while looks are truly subjective, I could poll 100 people and count on less the number of fingers on one hand and that would be the number folks would say the Kia looks better than the VW. That thing is hideous on the outside.
    • They want to replace them with resource units that swear loyalty to the orange sh*tgibbon.  They want mindless red hat zombies.
    • Economist have reviewed how a 25% tariff against signed trading partners in North America will affect us and this is based on a family of 4, average increase in food costs of $185 per month. Example is that the U.S. has moved to importing fruit year round and in many cases the rare fruit is not available any other place but outside the U.S. and they also pointed to America's love of Avocado's and Guacamole, which is 90% brought in from Mexico with only 10% produced here during our summer season. Then they point to the fact that the bulk of timber comes in from Canada, so building will have a 25% jump in costs. This just screams stupid. National security adviser Mike Waltz sends home dozens of NSC officials Why would you send home those that know the best on places that hate America and possibly replace them with Yes men that are clueless about the state of the world. Just Stupid on a Major Level.  This anyone could see happening, the board of Tesla better start thinking about finding a new CEO/Chairman if they want to survive. Elon Musk Getting More and More Unpopular, Now Disliked By Majority of Americans: WSJ Poll
    • The first-ever all-electric V-Series vehicle, the LYRIQ-V delivers signature performance blended with craftsmanship and technology in a 2026 performance model.  To quote John Roth, vice president, Global Cadillac: “V-Series captures the spirit of Cadillac, embodying our relentless pursuit of engineering excellence through our racing and production vehicles, LYRIQ-V takes this commitment a step further in the EV era, pushing our performance pedigree of V-Series to new heights with a powerful, personalized and high-tech driving experience that fits perfectly into our customers’ lives.” The 2026 LYRIQ-V is a sporty luxury vehicle that delivers a multifaceted, iconic character with pure performance-driven experience that includes the following: Cadillac-estimated 615 hp and 650 lb-ft (880 Nm) of torque Cadillac-estimated 0-60 time of 3.3 seconds with Velocity Max, making it the quickest Cadillac ever A multi-layered, unique exterior and interior signature sound Competitive Mode, enabling a suite of traction management features specifically engineered to increase vehicle agility LYRIQ-V will be sold in the U.S., Canada, Australia, New Zealand, as well as other global markets to be announced at a later date. Production starts early 2025 at General Motors’ Spring Hill Manufacturing plant in Tennessee. Lets dig into the Performance side of this latest V edition to the Cadillac lineup.  LYRIQ-V is stated to deliver an estimated 285 miles of range using a 102 kW battery pack in an AWD dual motor configuration that gives the owner 615 hp with 650 lb-ft (880 Nm) of torque. This V is engineered to deliver Cadillac's signature isolated precision, quiet, smooth, effortless experience while delivering a strong connection to the road. LYRIQ-V comes with a standard continuous damping control, specifically calibrated for the V edition that combines a lowered multi-link suspension, quicker steering ratio, V handling in a comfortable yet spirited ride. Velocity MAX, a driver selectable feature unleashes the vehicle's full performance capability at a push of the button on the steering wheel. LYRIQ-V will come with the additional performance-supporting and enhancing technologies: V-Mode takes performance customization further, allowing drivers to save performance-focused settings, including Competitive Mode and a unique sound experience. It’s intended to offer instant access to their preferred performance-driving settings via the V button, mounted on the steering wheel. V-Mode can also be accessed in the Drive Mode app within the 33-inch-diagonal advanced LED display. Unique, multi-layered sound experience. Interior and exterior signature sounds are synchronized for an orchestrated sonic experience. Launch Control, designed for consistently thrilling straight line acceleration. When engaged in V-Mode or Velocity Max, the vehicle will deliver an extremely rapid 3.3 second 0-60 acceleration. Competitive Mode enables a suite of traction management features specifically engineered to increase vehicle agility. Brembo® performance front brake calipers are standard. In addition to providing excellent stopping capability, they’re designed to provide consistent, fade-resistant performance during spirited driving. Available red calipers are accented with the V-Series logo. Standard Super Cruise 6, the industry’s first truly hands-free driver assistance technology (with three years of OnStar connected service). The LYRIQ-V’s unique exterior design elements create a distinctive persona, projecting power and refinement through a sporty aesthetic. As with other V-Series models, the LYRIQ-V is identifiable by a unique lower front fascia and side rockers, body colored lower trim, and available carbon fiber accents, offering an unmistakably distinct persona. The Black Crystal Shield integrates Cadillac’s signature choreographed lighting. The V-Series logo adorns the rear doors and the tailgate, while a unique chin spoiler and rockers and V-pattern mesh on the front lower grille further distinguish the LYRIQ-V from other models. Unique to LYRIQ-V, 22-inch wheels with a dark sport finish and an etched V-Series logo come with a choice of standard summer or available all-season tires. LYRIQ-V will come standard with a black painted roof. It offers an exciting exterior color palate, including an exclusive limited exterior color option, Magnus Metal Frost, further reflecting its sporty persona. LYRIQ-V’s cabin includes details that reinforce its performance persona and integrates them with cutting-edge technology. Key features shared with the LYRIQ include a panoramic fixed glass roof, a 23 speaker AKG9 Studio Audio System with Dolby Atmos® and a stunning 33-inch-diagonal advanced LED display. LYRIQ-V will launch with a dual-plane Augmented Reality Head Up Display. LYRIQ-V’s interior distinctions start with the steering wheel, which is uniquely styled with the V-Series logo, a standout V-Mode button, a sport rim with sculpted hand grips and an aluminum Regen On Demand paddle. Additional unique and specific interior details include: Power-adjustable seat bolsters for the seatbacks and seat cushions on the driver and front passenger seats Infotainment experience updated with specific customization options reflecting the V-Series persona A signature V-Series illuminated sill plate Celebrating the iconography of the V-Series brand, LYRIQ-V exudes deliberate craftsmanship with standard paperwood décor, available Nappa leather seating and available embroidery and V-pattern detailing on the seatbacks. MSRP starts at $79,990, including destination freight charge, and excluding tax, title and dealer fees. Dealer sets final price.   View full article
    • I own everything I want to own, other than a few LP albums. This will hurt the very folks that voted for him. Muy bueno. Me gusta mucho come escrebes....  
  • Who's Online (See full list)

    • There are no registered users currently online
  • My Clubs

×
×
  • Create New...

Hey there, we noticed you're using an ad-blocker. We're a small site that is supported by ads or subscriptions. We rely on these to pay for server costs and vehicle reviews.  Please consider whitelisting us in your ad-blocker, or if you really like what you see, you can pick up one of our subscriptions for just $1.75 a month or $15 a year. It may not seem like a lot, but it goes a long way to help support real, honest content, that isn't generated by an AI bot.

See you out there.

Drew
Editor-in-Chief

Write what you are looking for and press enter or click the search icon to begin your search