Say ‘Annyeong haseyo’ to Genesis, Hyundai’s Luxury Brand.


Hyundai just launched Genesis as a separate new brand. Yeah, Hyundai’s plan to introduce a luxury brand finally come true because the South Korea car company has had the plan for a long time. Like what I’ve written in previous sentence, Genesis is prepared to head-to-head with Acura, Infiniti, Lexus, and maybe Mercedes. So, what’s the difference of Genesis among the other luxury brands?


According to Hyundai, Genesis is developed to create a new definition of luxury. The new luxury brand will provide a new platform for future mobility centered on people. Hyundai knows that consumers in luxury segment are perfectionist in every single aspect when buying a new car. So, Genesis models will embody four key aspects: Human-focused innovation, refined and balanced performance, athletic elegance in design and hassle-free customer experience.


Woong-Chul Yang, Head of Hyundai Motor R&D Center and Vice Chairman of Hyundai Motor said, “The Genesis models will provide technological innovation, excellent driving performance and luxury to customers. Every Genesis model will be created with the needs of our customers in mind, so the resulting car will perfectly meet their needs without any unnecessary burden or excess.” So, I expect Genesis’ cars will have latest safety technology, a high-tech multimedia system, a nice exterior and interior design, and a good driving experience.

Hyundai said that Genesis was completely different from its parent. Therefore, Hyundai Motor has created Prestige Design Division which is led by Luc Donkerwolke who previously worked at VW Group. He will start work from mid-2016 along with Peter Schreyer, Chief Design Officer of Hyundai Motor Corp. In addition, Genesis to have its own emblem pictured a wing which is currently being used in latest Hyundai Genesis. But Hyundai redesigned the wing emblem to create an even more luxurious look.


Genesis is said to have at least 6 models by 2020. Meanwhile the first model will be introduced next December. 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.

Hyundai hasn’t released the detail about Genesis first model. But probably Hyundai Vision G Concept will be an inspiration. And I don’t expect current Hyundai Genesis or Equus to get a new name become Genesis G80 or G90.

Text: Andhika Pradityo

Photos: Hyundai


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