Hyundai is looking at selling its rear-wheel-drive premium vehicles such as the Equus, Genesis sedan and Genesis Coupe under a new subbrand called Genesis.
Already rejected, though, are expensive new showrooms and rooftops for the brand, says Dave Zuchowski, executive vice president of sales for Hyundai Motor America.
Instead, vehicles in the Genesis subbrand, if approved, would occupy a separate zone in Hyundai showrooms.
John Krafcik, CEO of Hyundai Motor America, says the plan is in the talking stage.
"We study thousands of things and ask provocative questions about even more things, and that's probably in the category of 'What if we did this?' or 'Should we consider that?' -- just scenario planning," he says. "We love the halo that Genesis, Genesis Coupe and Equus have provided the Hyundai brand, so we're in great shape, and there is absolutely no plan to make any change."