Korean vehicle manufacturer Hyundai Motor Company (HMC) has announced the launch of a new global brand – Genesis – which will compete in the luxury segment of the new-vehicle market.
Hyundai says Genesis will be a standalone brand that operates alongside the company’s mainstream Hyundai marque.
Hyundai will launch six new Genesis models by 2020.
Genesis models will embody four key aspects, says Hyundai, namely human-focused innovation; refined and balanced performance; athletic elegance in design and a hassle-free customer experience.
“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,” says HMC vice-chairperson Euisun Chung.
“The Genesis brand will fulfil these expectations, becoming a market leader through our human-centred brand strategy.”
Hyundai also promises that 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.”
In order 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 Hyundai Genesis model.
The Genesis brand will also adopt an alphanumeric naming structure. Future models will be named by combining the letter ‘G’ for Genesis with a number – 90, 80 or 70, for example – representing a particular segment.
Hyundai Automotive South Africa’s spokesperson Deon Sonnekus says the local distributor is studying the viability of introducing the luxury brand to the domestic market.