Hyundai Announces Genesis Brand – Six Models Planned for New Luxury Channel

By Steve & Tamami Laser

Hyundai Motor Company has announced plans for a new Genesis brand designed to compete with the world’s leading luxury car makers. The Korean automaker says a six-model lineup will begin to rollout this December. The goals for the brand include “delivering personalized and human-centered experiences, refined performance, athletic elegance in design, and human-focused innovation.”

Created for “a new generation of discerning consumers,” Genesis will be a stand-alone brand that operates alongside the company’s Hyundai marque. Hyundai Motor says it will launch six new Genesis models by 2020 and will compete with the world’s most renowned luxury car brands.

VC Euisun Chung_Genesis Brand“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,” said Euisun Chung, Hyundai Motor Company Vice Chairman (above). “The Genesis brand will fulfill these expectations, becoming a market leader through our human-centered brand strategy.”

Hyundai says Genesis models will boast outstanding driving dynamics and design, with innovations tailored to closely meet the needs of customers. 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. 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.”

Logo_Genesis BrandTo elevate and differentiate the Genesis brand from Hyundai, a distinct design identity, emblem, naming structure and customer service offering is being established.

Hyundai says Genesis models will be badged with a new wing-type emblem, redesigned from the version used on the current Genesis model. The brand will 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.

Fitted with the latest proactive safety technologies, intuitive convenience features and IT connectivity, Hyundai says Genesis models will be engineered to provide excellent ride comfort while retaining confident sportiness.

Luc Donckerwolke_1To 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 (above), 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.

“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,” said Schreyer.

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 says the automaker.

Setting the brand’s cars apart from competitors, Hyundai says innovation will begin 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.”

News source and photos courtesy of Hyundai Motor Company

Story (commentary) © 2015