Hyundai Launches New Global Luxury Brand - ‘Genesis’
Vice Chairman Euisun Chung, Hyundai Motor Company
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4th November, 2015
- New ‘Genesis’ brand will compete with the world’s leading luxury car brands
- Six-model line-up begins roll-out from December catering for ‘new luxury’ customers, delivering personalised and
- 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-cantered’ luxury
through a range of new models that feature the highest standards of performance, design and innovation.
Made for a new generation of discerning consumers, Genesis will be a stand-alone brand that operates alongside the
company’s popular Hyundai marque. Capitalising 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 provide 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 hassle-free customer
“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 fulfil these
expectations, becoming a market leader through our human-cantered brand strategy,” said Euisun Chung, Hyundai Motor
Company Vice Chairman.
Genesis models will boast 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 personalised, 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
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 provide an even more luxurious look. This emblem firmly 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.
Woong Chul Yang, Head of Hyundai Motor R&D Centre and Vice Chairman of Hyundai Motor said, “The Genesis models
will provide technological innovation, excellent driving performance and luxury to customers. Every Genesis model will
be created with the needs of our customers in mind, so the resulting car will perfectly meet their needs without any
unnecessary burden or excess.”
Fitted with the latest proactive safety technologies, intuitive convenience features and IT connectivity, Genesis
models are engineered to provide excellent ride comfort while retaining confident sportiness.
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To develop a distinctive and differentiated design for the new Genesis brand vehicles, Hyundai Motor has commenced a
Prestige Design Division. From mid-2016 Luc Donckerwolke, who was previously responsible for the design of Audi, Bentley,
Lamborghini, SEAT and Skoda models at the Volkswagen Group, will lead this new division alongside his role as Head of the
Hyundai Motor Design Centre. The work of the new Prestige Design Division will be overseen by Peter Schreyer, as part of
his group-wide design responsibilities as President and Chief Design Officer (CDO) of Hyundai Motor Group.
Peter Schreyer commented, “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
The name ‘Genesis’, which also means new beginnings, hints at the new values and standards that the brand will bring
to the global luxury car market. Initially on sale in the Korean, Chinese, North American and Middle Eastern luxury car
markets, the Genesis brand will expand its reach to Europe and other parts of Asia as the model range grows to full
Setting the brand’s cars apart from competitors, innovation will begin with the consumer, with customer requirements
directing development. This philosophy echoes the vision of Hyundai Motor to be a ‘lifetime partner in automobiles and
beyond’, with the ‘Modern Premium’ brand direction of Hyundai reinterpreted for the new Genesis marque.
Since the launch of its first cars in 1967, Hyundai Motor has grown quickly to become one of the world’s leading car
makers. The strategic decision to devise an all-new luxury car brand is recognition of the company’s strengths and
its global ambitions. By introducing new customers to Hyundai Motor and elevating its competitiveness, the new Genesis
brand will enable more people to experience the premium value of Hyundai Motor.
Hyundai Genesis will continue to be available in local showrooms alongside other Hyundai models for the time being.