Hyundai launches new global luxury brand ‘Genesis’
- New ‘Genesis’ brand will compete with world’s leading luxury car brands
- Six-model line-up begins roll-out from December
- Refined performance, athletic elegance in design and human-focused innovation will elevate the Genesis brand
Hyundai Motor has announced an all-new global luxury brand – Genesis – that will deliver “human-centered” luxury through a range of new models that feature the highest standards of performance, design and innovation.
Created for a new generation of discerning consumers, Genesis will be a stand-alone brand that operates alongside the company’s popular Hyundai marque. Capitalizing on its success in the fast-growing global car market, Hyundai Motor will launch six new Genesis models by 2020 and will compete with the world’s most renowned luxury car brands.
The Genesis brand seeks to create a new definition of luxury, one that will provide a new platform for future mobility centered on people. By anticipating human needs at every touch point, Genesis models will embody four key aspects: Human-focused innovation; refined and balanced performance; athletic elegance in design; and a hassle-free customer experience.
“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.
Genesis models will have outstanding driving dynamics and design, with innovations tailored to closely meet the needs of customers. The new model line-up 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.
To elevate and differentiate the Genesis brand from Hyundai, a distinct design identity, emblem, naming structure and customer service offering is being established. Genesis models will be badged with a new wing-type emblem, redesigned from the version used on the current Genesis model, to create an even more luxurious look. This emblem cements the Genesis models as a collective family of luxury models under the Genesis nameplate.
The Genesis brand will also 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., representing the segment