Hyundai wants to compete with the world’s most recognized luxury brands, and has created a new brand help them move upmarket.
The brand will be called Genesis. Hyundai already sells a luxury sedan and a sports coupe by that name in their product line-up, but that will soon change. According to the Korean manufacturer, Genesis will embody four key aspects: human-focused innovation, refined and balanced performance, athletic elegance and hassle-free customer experience.
Six new models will be introduced under the Genesis banner by 2020, and starting next year, Luc Donckerwolke (who used to work for the Volkswagen Group) will be the head designer for the Genesis brand. The current Genesis sedan will surrender its winged badge to the newly established brand.
All future Genesis models will get an alphanumeric name. The first Genesis vehicle to appear will be the G90, initially offered on the Korean market, but scheduled to arrive in North America in 2016. The current Genesis sedan will be renamed G80 later next year. The full-size Equus will be retired, and the current Genesis coupe will remain a Hyundai in addition to getting a new name – and possibly a redesign, since it’s been on the market since 2008.
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