Automotive

Hyundai heads upmarket with new Genesis luxury marque

Hyundai heads upmarket with ne...
Hyundai says it is targeting the "highest standards of performance, design and innovation" with its new Genesis marque
Hyundai says it is targeting the "highest standards of performance, design and innovation" with its new Genesis marque
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Hyundai says it is targeting the "highest standards of performance, design and innovation" with its new Genesis marque
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Hyundai says it is targeting the "highest standards of performance, design and innovation" with its new Genesis marque

Hyundai has announced plans to roll out a new car brand called Genesis. The marque will be sold globally and is aimed at competing with the world’s most renowned luxury car brands. It will be led by Luc Donckerwolke, who was responsible for the design of Audi, Bentley, and Lamborghini models at the Volkswagen Group.

The Genesis brand is presumably derived from Hyundai's existing Genesis model, which sits atop the carmaker's current range as its most advanced and luxurious offering. Genesis models will be referred to with an alphanumeric names combining a "G" for "Genesis" with a number relating to the segment; so, for example, "Genesis G90."

Hyundai says it is targeting the "highest standards of performance, design and innovation" with the Genesis models and that they will boast both ride comfort and sportiness. It says the range will be built around customer requirements and will embody human-focused innovation, refined and balanced performance, athletic elegance in design and hassle-free customer experience.

Among the innovative features of Genesis cars will be apparently be the latest "proactive safety technologies," as well as intuitive convenience features and IT connectivity. Despite all this, Hyundai says it "will distance itself from the traditional technological overload" of certain competitors."

The Genesis marque will initially be sold in Korea, China, North America and the Middle East, with eventual plans for it to expand into Europe and other parts of Asia. It will begin being rolled out in December, with a planned six new Genesis models to be available by 2020.

Source: Hyundai

4 comments
Bob Flint
What Hyundai Genesis has been around for many years? Hyundai says it "will distance itself from the traditional technological overload" of certain competitors." They lead the techno-junk, now they call the innovative features of Genesis cars will be apparently be the latest "proactive safety technologies," as well as intuitive convenience features and IT connectivity. No worries it'll rust on the boat over...
Mirmillion
Hyundai/Kia is already punching well above its weight class and with the most advanced factories on the planet are more than capable of moving into the lux market. Fit and finish will be up to par but I would want to know more about drive train. The very safe and efficient Optima was designed by the same guy, I believe, and like designs have been rushed to market by almost every other manufacturer. I think we're going to see a shake-up that will cause Merc, BMW, LEX, Infinity, Audi and others to lose both market share and margin. Presume that Hybrid Drive will be among the choices for the Genesis and, if so, that should stack up well against the very expensive options from the competition.
DavidB
Bob Miller writes: "What Hyundai Genesis has been around for many years?" This one, for example: http://lmgtfy.com/?q=2009+Hyundai+Genesis
Daishi
@Mirmillion I evaluated Hyundai/Kia when buying an SUV in 2012 and my verdict was that the sticker price came in a little lower than the vehicles we compared it to the resale value would have given the competitors the edge overall as being cheaper in TCO. By the time we added V6, tow package, AWD etc. to a Sorento it put it almost as expensive as Toyota 4runner that came standard with those things. The Sorento and the 4runner were both in the ballpark of about $35k - 38k configured but when I look at book values of that decision now the 4runner books (trade in) for $31k vs the Sorento at $17k. The minor savings in the up front cost we would have saved with the Kia is completely blown away by the now $15,000 difference in resale just a few years later. I suspect it may be the same story with the Genesis. You could probably buy a similarly configured Genesis for less money than a BMW or Benz but the BMW or Benz will be far better at holding resale value. A $2k up front savings means nothing weighed against a $15k hit in trade in value just 3 years later and at the higher end of the spectrum in luxury cars that difference may only be amplified. That means the Genesis you picked because it was cheaper than a 3 series BMW might end up costing more than a 5 series in TCO after you trade it in.