Hyundai to spin-off Genesis as separate luxury brand

Bringing all speculations to an end, Hyundai has finally announced that it will be launching a new sub-brand primarily centered on luxury cars. The Korean car maker has decided to call it Genesis.

For the Genesis brand, Hyundai intends to establish a distinct identity that will define luxury. The Genesis brand will be a reflection of four key attributes - human-focused innovation, refined and balanced performance, athletic elegance in design and hassle-free customer experience. In fact, the cars produced under the Genesis brand will have no resemblance to any of the Hyundai cars. To ensure that the Genesis has its own distinct identity, Hyundai will setup a Prestige Design Division that will solely design cars for the sub-brand. Moreover, these cars will also wear a different Genesis emblem.

Euisun Chung, Hyundai Motor Company Vice Chairman said “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.”

The company also announced that it will be bringing in six new models from the Genesis brand by 2020. The brand will first be launched in Korean, Chinese, North American and Middle Eastern markets, with Europe and Asia to follow soon. With the Genesis, Hyundai intends to take on the likes of the Mercedes-Benz, Audi, BMW and Jaguar.