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Hyundai makes Genesis its new global luxury brand

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Hyundai, the Korean auto company that was once known for its low-end products, wants to compete with the world’s most prestigious brands. Starting in December, it will launch a new luxury brand called “Genesis” with a selection of six high-end models available by 2020. 

The plan is to deliver human-centered luxury through a range of new models that feature the highest standards of performance, design, and innovation. They will be aimed at a new generation of discerning consumers.

“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.

The new model lineup will distance itself from the traditional technological overload of brand-focused competitors, concentrating instead on a personalized, hassle-free customer experience, Hyundai claims. Yet, at the same time, the Genesis cars will be fitted with the latest proactive safety technologies, intuitive convenience features, and IT connectivity.

These luxury 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. The 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.

To develop a distinctive and differentiated design for the new Genesis brand vehicles, Hyundai 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 Volkswagen AD, will lead this new division alongside his role as Head of the Hyundai Motor Design Center. 

Initially on sale in the Korean, Chinese, North American, and Middle Eastern markets, the Genesis luxury brand will expand its reach to Europe and other parts of Asia as the model range grows to full strength.