Hyundai has gone without a luxury counterpart since their first vehicles arrived in 1967, but not anymore. The automaker is creating a new luxury brand, focusing on high standards of performance and innovation.
Although operated under the overall Hyundai banner, “Genesis” will be a stand-alone for those wanting a different type of automotive ownership experience. To differentiate the Genesis namesake from Hyundai, a distinct design, emblem, naming structure, and customer service protocol is being established.
Hyundai recently scored high marks on a consumer loyalty survey and the Genesis brand will embody a similar customer-oriented approach. Genesis sales and service staff will be expected to provide attentive responses to customer inquiries.
In a competitive luxury market, embedded with stellar offerings from the United States, Japan, Italy, and Germany, Hyundai is using this customer service mantra to separate themselves. From there, Genesis models will promise outstanding vehicle dynamics for a total package effect.
“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,” said Euisun Chung, Hyundai Motor Company Vice Chairman.
Hyundai is ushering in their definition of luxury, concentrating as much on the driver as the car. The Genesis line will embody four key aspects for potential buyers: human-focused innovation, refined and balanced performance, athletic elegance, and hassle-free customer experiences.
Chung believes it’s a successful approach.
“The Genesis brand will fulfill these expectations, becoming a market leader through our human-centered brand strategy,” he said.
Genesis models are expected to sell in North America, China, Korea, The Middle East, and in time, Europe and other areas of Asia.
Similar to the current Hyundai Genesis, the winged emblem will denote each car in the alphanumeric naming structure. The letter ‘G’ (for Genesis) will correspond with a number (90, 80, 70 etc.) representing the segment.
To develop a distinctive image for Genesis vehicles, Hyundai Motor created the Prestige Design Division. Luc Donckerwolke, previously responsible for Audi, Bentley, Lamborghini, SEAT, and Skoda design at the Volkswagen Group, will lead this new division. He is also Head of the Hyundai Motor Design Center. The Prestige Design Division is overseen by Peter Schreyer, President and Chief Design Officer of Hyundai Motor Group.
“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,” Schreyer said.
Hyundai Motor has eight manufacturing facilities and seven design and technical centers worldwide. In 2014, nearly 5 million Hyundai vehicles were sold globally. Hyundai Motor will unveil six new Genesis models by 2020.