TOKYO -- Hyundai is diving deeper into luxury by carving out a separate premium brand for its Genesis marque.
Hyundai will flesh out the new global Genesis luxury brand with six new models through 2020, the company said in a statement. Hyundai announced the plans Wednesday in South Korea.
Hyundai said Genesis will be a stand-alone marque that operates alongside its Hyundai-brand sibling. Genesis cars will initially go on sale in the North American, Korean, Chinese and Middle Eastern markets. The brand will expand its reach to Europe and other parts of Asia as the model range grows to full strength, Hyundai said.
The Genesis brand will get a distinct emblem and a new naming structure. Genesis models will get a new wing-type emblem, redesigned from the version used on the current Genesis model, the company said.
The Genesis brand will also adopt alphanumeric naming. Future models will be named by combining the letter ‘G’ for Genesis with a number, 90, 80 or 70 etc., representing the segment, the company said.
“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,” Vice Chairman Euisun Chung said.
Hyundai said the Genesis line will offer vehicles with outstanding driving dynamics and design. Genesis will also strive for personalized, hassle-free customer experience.
The cars will also feature the latest proactive safety technologies, Hyundai said.
