Hyundai will attempt to distance itself German technological “overload,” concentrating on “personalized, hassle-free customer experience.”
Hyundai Motor in Korea today announced an all-new global luxury brand, Genesis, an extension of its current luxury car. A six-model line-up begins to appear this December and will be completed by 2020.
Initially on sale in Korean, Chinese, North American and Middle Eastern markets, the Genesis brand will expand to Europe and other parts of Asia as the model range grows to full strength.
The launch of G90 is scheduled for early next month in Korea.
“Refined performance, athletic elegance in design and human-focused innovation” are claimed by Hyundai as the attributes that will change the Genesis brand. It is a daunting challenge for a nameplate that has always sold on price. Absent from the announcement was any reference to Kia, which also has a version of the $40,000 to $54,000 Genesis (awd and rwd), the fwd Cadenza, which fully equipped sells for $45,000 in the U.S.
Genesis models will be badged with a new wing-type emblem, redesigned from the version used on the current Genesis model. 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 and so forth representing the segment.
To develop a distinctive and differentiated design for the new Genesis brand vehicles, Hyundai Motor has created 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 Center.
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.
About Ken Zino
Ken Zino, publisher (kzhw@aol.com), is a versatile auto industry participant with global experience spanning decades in print and broadcast journalism, as well as social media. He has automobile testing, marketing, public relations and communications experience. He is past president of The International Motor Press Assn, the Detroit Press Club, founding member and first President of the Automotive Press Assn. He is a member of APA, IMPA and the Midwest Automotive Press Assn.
Zino is at home on test tracks, knows his way around U.S. Congressional hearing rooms, auto company headquarters, plant floors, as well as industry research and development labs where the real mobility work is done. He can quote from court decisions, refer to instrumented road tests, analyze financial results, and profile executive personalities and corporate cultures.
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Zino builds AutoInformed from his background in automotive journalism starting at Hearst Publishing in New York City on Motor and MotorTech Magazines and car testing where he reviewed hundreds of vehicles in his decade-long stint as the Detroit Bureau Chief of Road & Track magazine. Zino has also worked in Europe, and Asia – now the largest automotive market in the world with China at its center.
Hyundai Motor has revealed the first rendering of its new range-topping G90 luxury sedan, which is named EQ900 in Korea. The elegantly designed, technology packed G90 hints at the recently-launched Genesis brand’s design identity and future direction.