Do not invest more money than you can afford to lose.
Hyundai has revealed its bold new global luxury brand, called Genesis.
The Korean company, best known for producing affordable and reliable hatchbacks and SUVs, says the standalone Genesis range will be six models strong by 2020, with the first one set to roll out as soon as this December.
Hyundai said in a statement that Genesis brand “sales and service staff will provide rapid and attentive service to customer’s request”.
“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. Every Genesis model will be created with the needs of our customers in mind, so the resulting auto will perfectly meet their needs without any unnecessary burden or excess”.
“Using the Genesis brand name will have a positive impact as the Genesis has proven its quality and worth from the first generation model and has gained popularity in Hyundai’s key markets”, Shin Chung Kwan, an analyst at KB Investment & Securities, told Bloomberg News “The new brand will help increase profits and improve the brand image of Hyundai”.
The four pillars of the brand’s philosophy are Human-focused innovation, refined and balanced performance, athletic elegance in design and hassle-free customer experience. The new cars 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”.
It’s widely being reported that Hyundai will take on an alphanumeric naming system under its Genesis brand – with the Equus sedan becoming the G90 and the Genesis sedan becoming the G80, according to vehicle and Driver. Hyundai introduced Genesis in the U.S.in 2008 and quickly won plaudits for pleasing design, manufacturing excellence and great value, since it offered numerous features of luxury brands such as BMW at a discounted price. Genesis will operate a separate research and development division from Hyundai’s, as well as a separate design studio, run by former Volkswagen AG designer Luc Donckerwolke.
The work of the new division will be overseen by Peter Schreyer, as part of his group-wide design responsibilities as chief design officer.
