The Korean auto giant, Hyundai has decided to branch out into new territory as it launches its new luxury car brand ‘Genesis’. With the Hyundai brand being firmly established as an economy car, the marque is seeking to tap into the highly lucrative and fast growing luxury auto market with a distinctly different brand name. The new Genesis model will be introduced into Korea, China, the Middle East and North America with the expectation that it will compete with other mid-class luxury brands such as Mercedes, BMW, Audi and Volvo.
From December of this year the Genesis brand will be introduced with a line up of six different models, some of which will still be in their concept phase. Hyundai which has already created a Prestige Design segment for their fleet of vehicles, will use many of the luxury facets and specialist technology that has already been developed, into the design of the Genesis models. This section is headed up by Luc Donckerwolke, the design mind behind other prestigious models such as Lamborghini, Audi and Bentley.
The branding of the Genesis will adopt an alphanumeric naming structure, whereby models will be named starting with the letter G for ‘Genesis’ and then followed by digits such as “G90”or “G70” to represent the entire segment. This design emblem establishes the Genesis model as a luxury vehicle under a distinctly new nameplate. Models are also to be badged with a winged type emblem to evoke a more luxurious look.
