Genesis intends to compete with the main premium brands. It is one of Hyundai's bets for the coming years.
Genesis, the name that used to mark Hyundai's luxury products, will now work as its own independent brand in the luxury segment. Hyudai wants Genesis models in the future to stand out for their high standards of performance, design and innovation.With the new brand whose new means “new beginnings”, the Hyundai group will launch six new models by 2020 and will compete with the top premium brands, capitalizing on its success in the fast growing global car market.
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The new Genesis models seek to create a new definition of luxury that will provide a new stage for future mobility, centered essentially on people. To this end, the brand focused on four fundamental aspects: innovation focused on the human being, perfected and balanced performance, athletic elegance in design and the customer experience, without complications.
We created this new Genesis brand with total focus on our customers who are looking for their own smart experiences that save time and effort, with practical innovations that improve satisfaction. The Genesis brand will fulfill these expectations, becoming the market leader through our human-centric brand strategy.” Euisun Chung, Vice President of Hyundai Motor.
In order to make a difference, Hyundai created Genesis with a distinctive design, with a new emblem, product name structure and improved customer service. The new emblem will be redesigned from the version that is currently used. As for the names, the brand will adopt a new alphanumeric naming structure. Future models will be named by the letter 'G' followed by a number (70, 80, 90, etc), representative of the segment in which they belong.
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To develop a distinctive and differentiated design for the new Genesis brand vehicles, Hyundai created a specific Design Division. In mid-2016, Luc Donckerwolke, formerly head of design at Audi, Bentley, Lamborghini, Seat and Skoda, will lead this new division while also adding the role of head of the Design Center at Hyundai Motor. The work of this new Design Division will be overseen by Peter Schreyer as part of his design responsibilities as President and Design Director (CDO) of the Hyundai Motor Group.Until now, the Genesis brand was only for sale in markets such as Korea, China, North America and the Middle East. From now on, it will expand to Europe and other markets.