Hyundai launches Genesis as a brand - the beginning of their luxury cars

If you were around in the late 1980s, you will recall the worldwide surprise and outrage when Toyota and Nissan decided to take on the established luxury car brands by launching their Lexus and Infiniti brands? 

Many people simply dismissed this attempt, laughing it off as another company failing where other established car companies have – it is not easy to enter this market.  Many thought they do not stand a chance, but many years later both these brands have their own identities and expanding product ranges, with demand in especially the USA vying with top German brands for sales numbers.

Genesis is Hyundai’s luxury car brand

Now Hyundai is doing the same, by entering the premium segment with their Genesis luxury car brand.  The car maker has been selling the Hyundai Genesis as their top-end luxury car, having just sold over 100 000 such cars.  That was just the beginning.

It has now taken the winged badge, as it has been appearing on the Hyundai Genesis, and branched the car off into its own brand.  “Genesis” means “beginning”.

A six model-range line-up starts rolling out in December 2015 through 2020, with names made of the letter G followed by numbers in increments of ten, such as G70, G80 and G90.

Refined performance, athletic elegance and human-focused innovation are said to be key items to elevate the Genesis brand, with the strategic decision taken in recognition of the Hyundai Motor company’s strengths and ambitions.  Genesis cars will be catering for “new luxury” customers.