As the current Genesis had some good sales and was well received by the public, even if it was positioned and priced as a premium model, Hyundai thought it might be the time for launching a premium brand. It will be called Genesis and will be a stand-alone brand that operates alongside the company’s popular Hyundai marque. 

Hyundai Motor will launch six new Genesis models by 2020 and will compete with the world’s most renowned luxury car brands. Genesis models will embody four key aspects: Human-focused innovation, refined and balanced performance, athletic elegance in design and hassle-free customer experience.

To 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 firmly cements the Genesis models as a collective family of luxury models under the Genesis nameplate.

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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.

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 Center. 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.