LUXURY RIVAL: The winged Genesis badge will now be a standalone brand, it being to Hyundai what Lexus is to Toyota and Infiniti is to Nissan
LUXURY RIVAL: The winged Genesis badge will now be a standalone brand, it being to Hyundai what Lexus is to Toyota and Infiniti is to Nissan

Hyundai's Genesis brand goes it alone

DID you know we have more than 50 different passenger car brands for sale here in Australia?

Well, how about another to add to the list?

Hyundai has announced that from December Genesis will be a standalone brand, much like Lexus is from Toyota, with these premium models competing "with the world's leading luxury car brands".

Genesis will operate alongside the Hyundai marque, with the Korean manufacturer saying it will launch six new Genesis models by 2020, named by combining the letter "G" with a number, 90, 80 or 70 etc, representing the segment.

The all-new global Genesis models will be badged with a new wing-type emblem, which is a redesign from the version used on the current Genesis model sold in Australia, to cement the new cars as a collective family of luxury models.

NEW BRAND: Genesis will launch six new models globally by 2020.
NEW BRAND: Genesis will launch six new models globally by 2020.

Exactly when Australia will welcome the new Genesis models remains unclear, with the announcement stating the luxury cars will initially go on sale in the Korean, Chinese, NorthAmerican and Middle Eastern luxury car markets, before expanding to Europe and other parts of Asia as the model range grows to full strength.

So what can we expect of Genesis cars? We are told the brand will embody four key aspects: human-focused innovation, refined and balanced performance, athletic elegance in design and hassle-free customer experience.

On the final point, it was said Genesis "will distance itself from the traditional technological overload of brand-focused competitors, concentrating instead on a personalised experience".

It was also said that from mid-2016 Luc Donckerwolke - previously responsible for the design of Audi, Bentley, Lamborghini, SEAT and Skoda - will lead the Genesis design division.


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