Hyundai has confirmed it will launch an all-new stand-alone luxury brand called Genesis.
The new brand will deliver 'human-centered' luxury through a range of new models that feature the 'highest standards of performance, design and innovation'.
Hyundai says Genesis has been created for a new generation of discerning consumers, and the stand-alone brand will operate alongside the established Hyundai marque. Six new Genesis models will be launched by 2020 with the aim of competing alongside the world's most renowned luxury car brands.
Genesis models will 'embody four key aspects': Human-focused innovation, refined and balanced performance, athletic elegance in design and hassle-free customer experience. The new cars will be badged with a new wing-type emblem, redesigned from the version used on the current Genesis model to create an 'even more luxurious look'.
"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. The Genesis brand will fulfill these expectations, becoming a market leader through our human-centred brand strategy," said Euisun Chung, Hyundai Motor Company Vice Chairman.
Hyundai also says 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. Continuing the customer-oriented approach that flows through every Genesis model, sales and service staff will provide 'rapid and attentive' service to customer's requests.
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 etc., 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 work of 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.
Peter Schreyer commented, "In creating the design signature of Genesis brand cars, we set out to display confidence and originality, creating highly desirable products that present new charm through innovative styling and proportions."
The name 'Genesis', which also means new beginnings, hints at the new values and standards that the brand will bring to the global luxury car market. Initially on sale in the Korean, Chinese, North American and Middle Eastern luxury car markets, the Genesis brand will expand its reach to Europe and other parts of Asia as the model range grows to full strength.