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Hyundai Creates A New Luxury Sub-Brand, Genesis

Hyundai recently revealed that it has decided to turn Genesis, a current model on their roster of vehicles, into an all-new sub-brand for the company. Genesis will focus on human luxury, provide a new range of models, and the luxury brand is promising the best performance, innovations, and designs. Centered around discriminating tastes, Genesis will now become an entirely different entity within the company, and Hyundai will release six luxury models under the brand, by 2020.

The Genesis models will work under four key components: Human-focused innovation, sporty design elegance, balanced and refined performance, as well as a stress-free customer experience.

Euisun Chung, Vice Chairman, Hyundai Motor Company notes that the Genesis brand was created with a focus on consumers who desire smart experiences within vehicle ownership, to help conserve time and effort. The brand also looks to provide innovations that are practical, and will enhance the client experience.

In an effort to differentiate itself from Hyundai, all Genesis models get a new, unique emblem, naming hierarchy, and customer service processes.

The wing-style emblem for Genesis models under the new brand have been redesigned, looking more luxurious than ever. The brand has also created a new alphanumeric structure when it comes to naming each Genesis model; and it will be combining the letter ā€˜Gā€™ with a number (i.e. 70, 80, 90, etc.).

MSN reports the Genesis models will also provide the most current proactive technology when it comes to safety, IT connectivity, and convenience features. They will offer a smooth ride, with some sporty features, as well.

Hyundai has also developed the Prestige Design Division. Luc Donckerwolke, the man behind the designs of Bentley, Audi, Lamborghini, Skoda models, and SEAT will head this new department, in conjunction with his current role. The Prestige Design Division will be overseen by Peter Schreyer, alongside his current president and chief design officer duties.

The word genesis, meaning new beginnings, also provides insight on the standards and values this new sub-brand of Hyundai will offer when it comes to the luxury car market worldwide. While they stand currently within China, Korea, the U.S., Canada, and Middle East markets, Genesis will now move into other areas of Asia, and Europe.


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