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Genesis spearheads Hyundai’s luxury car market attack

POSTED BY Nigel Andretti ON 05 November 2015

HYUNDAI has announced an all-new global luxury brand – Genesis – that will deliver ‘human-centered’ luxury through a range of new models with a G prefix that feature the highest standards of performance, design and innovation.

The Korean car maker’s Genesis line will be a stand-alone brand that operates alongside the company’s popular Hyundai marque — as has been done by Toyota (Lexus), Nissan (Infiniti) and Honda (Acura).

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Six new Genesis models will be launched by 2020 as Hyundai chases a share of the pie dominated by the world’s most renowned luxury car brands.

The first new model will be rolled-out next month, with another five by 2020. These are believed to include an updated version of the existing Genesis sedan that competes in the upper-mid-size segment.

Others are expected to include BMW 3 Series-rivalling mid-size sedan with a sports flagship variant armed with a 299kW 3.3-litre petrol V6 engine to take on the M3.

Another model set for the line-up will be a large flagship sedan, the G90, that will likely replace the current Equus sold in Korea, the United States, Russia and China.

The existing Equus has been around since 2009 with a facelift in 2012, meaning it could be the first new model to be launched under the Genesis banner.

Also in the mix are a pair of SUVs, including a large high-riding wagon based on Genesis sedan underpinnings, and a mid-size crossover.

Rounding out the range will be a sporty coupe with cues from the Vision G concept that surfaced at this year’s Frankfurt motor show.

“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,” said Euisun Chung (below), Hyundai Motor Company Vice Chairman in a statement.

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“The Genesis brand will fulfill these expectations, becoming a market leader through our human-centered brand strategy,”

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.

Woong-Chul Yang, Head of Hyundai Motor R&D Center and Vice Chairman of Hyundai Motor said: “The Genesis models will provide technological innovation, excellent driving performance and luxury to customers.”

Fitted with the latest proactive safety technologies, intuitive convenience features and IT connectivity, Genesis models will be engineered to provide excellent ride comfort while retaining confident sportiness.

The newly created Prestige Design Division of Hyundai will be responsible for the look of each model, and the unit will be headed by former Volkswagen Group designer Luc Donckerwolke and overseen by HMC president and chief design officer Peter Schreyer who hinted at the design direction: “In creating the design signature of Genesis brand cars, we set out to display confidence and originality, creating highly desirable products that present new charm through innovative styling and proportions.”

Genesis will hit Korean, Chinese, North American and Middle Eastern luxury car markets before expansion into Europe and other parts of Asia.