Hyundai launches GENESIS global luxury brand

Hyundai has launched the Genesis brand promising a range of luxury cars from the Korean maker aimed squarely at Lexus, Infiniti and the German Premium brands.

It’s four years since we reported that Hyundai were to create a luxury brand – Genesis – to emulate what Nissan does with Infiniti and Toyota with Lexus, and take on the premium brands with their own take on luxury, value for money and style.

The news four years ago came from a (possibly loose-lipped) Australian Hyundai boss, at which time it was said the Genesis brand would be with us by 2013. That didn’t happen – but it is happening now.

Hyundai say the Genesis brand will start to roll out next month and will deliver “human-centred” luxury (whatever that is) and a new range of models offering the highest levels of design, innovation and performance. Which is setting the bar quite high.

Genesis models will be badged with a new wing emblem (above) and get an alphanumeric designation, with ‘G’ for Genesis followed by 70, 80, 90 (and others) to denote its place in the Genesis hierarchy.

Hyundai are entrusting the design of the new models to Luc Donckerwolke – who has previously worked on design at the VW Group – under the supervision of Peter Schreyer, with a brief to create a highly desirable range of cars with innovative styling and proportions.

Hyundai are planning to launch six Genesis models by 2020, three of which are likely to be a take on the current Genesis, Genesis Coupe and Equus, but the other three will probably be the BMW 3-Series competitor stated as the starting point in our report from 2011, and at least one SUV/Crossover.

With the roll-out of Genesis starting next month, the first photos of a new Genesis should arrive any day.