So yes, it has finally happened. After resisting the urge to carve off an independent brand for its luxury cars, Hyundai has finally decided to launch a new luxury brand shortly. Guess what, it would be called 'Genesis'. That's hardly surprising, given that Hyundai tasted commercial success and critical acclaim with its first luxury sedan that carried the same name.
The South Korean brand's decision to launch a new luxury division wasn't unforeseen either. Hyundai dropped enough hints along the way with the biggest one being the debut of the HCD-14 Genesis Concept at the 2013 North American International Auto Show in Detroit.
The Genesis brand, Hyundai says, will adopt a modified version of the winged emblem that is currently used in the Genesis sedan. With plans to launch as much as six models by 2020, the Genesis brand will also adopt an alphanumeric naming nomenclature. With the 'G' prefix denoting Genesis, models would be named G70, G80, G90 and so on depending on the size and segment in which they compete. A new "Prestige Design Division" has been formed within Hyundai with Luc Donckerwolke, ex-Volkswagen Group designer who has penned Audis, Lamborghinis, Bentleys and Skodas before, at the helm. Peter Schreyer, the man behind the design transformation of Hyundai and Kia in recent years, would continue to oversee the work done in the Prestige Design Division too.
Remember the impressive Vision G Concept that debuted earlier this year? That could be an hint on what to expect from Genesis going forward.
The current Equus sedan is likely to kickstart things for the new luxury brand, albeit with a different name, followed by the Genesis sedan and another smaller sedan. A coupe and a couple of Sport Utility Vehicles are rumored to be in the fray too. To maintain their exclusivity, image and appeal, all Genesis models are expected to come with a rear wheel drive layout with optional all wheel drive in some.
While other details like the investments to be pumped in and plans for setting up exclusive dealership networks aren't available, Hyundai has said that South Korea, China, USA and the Middle East would be the first markets to retail Genesis-branded cars. Europe and the rest of the Asian markets will figure later in the business plan.
When it does make its debut, Genesis would be having its hands full dealing with brands with irresistible pull like Audi, BMW and Mercedes-Benz and well-established rivals like Lexus, Acura and Infiniti. Will Hyundai succeed in its luxury venture? Or is it taking a step too far too fast? Let's keep our fingers crossed.
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