Hyundai Heralds Luxury Sub-brand Genesis

2016 Hyundai Genesis
2016 Hyundai Genesis

Hyundai has made it official that its Luxury Sub-brand Genesis will be launched in December, six new models lined-up for 2020

Toyota has Lexus, Honda has Acura, Nissan has Infiniti and now Hyundai has come up with its own luxury sub-brand named Genesis – not to confuse with its flagship Genesis sedan in any way. Rumours are that new versions of Genesis and Equus sedans will fall under the Genesis sub-brand models. Are we clear?

The South Korean auto manufacturer has made it official that six luxury models will be introduced – including a sports coupé and a premium SUV – under the newly established brand by 2020 taking on “the world’s most renowned luxury Auto brands.”


On the account of giving a distinct identity and new approach to the global luxury brand, Hyundai has appointed Luc Donckerwolke, the previous design head at Audi, Bentley, Lamborghini, Seat and Skoda models at Volkswagen to lead the new division while staying put as the head of Design Center at Hyundai.

Hyundai hopes to take on the German giants like Audi, BMW and Mercedes in the luxury car segment as it targets higher profit margins from the Luxury Sub-brand Genesis. It will initially be launched in the Korea, China, North America and Middle East whilst Europe and other markets in Asia will follow suit when the brand stretches its wings.

“The Luxury Sub-brand Genesis 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.” says the press release.

“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-cantered brand strategy,”

indicated Euisun Chung, Hyundai Motor Company vice chairman.