Hyundai Motor has seen a tremendous rise in its global market share over the past decade, but the Korean carmaker somehow failed to strike a chord with luxury car buyers despite having two really capable products like Genesis and Equus. Now in a bid to rival luxury players, the company has announced to launch ‘Genesis’ as an all-new luxury car brand under which the company plans to have six rear-wheel-drive models by 2020.
While Genesis will become the brand name, the company will adopt a new alphanumeric naming structure for its models. All the future models will be named by combining the letter ‘G’ for Genesis with a number, 90, 80 or 70 etc., representing the segment. Soon-to-be-launched Equus replacement will be called the Genesis G90, and the current Genesis saloon will become the G80. Genesis lineup will be badged with a new wing-type logo, which is nothing but a slightly redesigned version of the emblem used on the current Genesis sedan.
“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.
Hyundai Motor’s new ‘Prestige Design Division’ will be responsible for developing distinctive design for the new Genesis brand. This division will be headed by Luc Donckerwolke, who has earlier worked with Volkswagen Group for desiging Audi, Bentley, Lamborghini, Seat and Skoda models. The work of 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 said, “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.”