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Hyundai Officially Launches Standalone Genesis Luxury Brand

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Hyundai Officially Launches Standalone Genesis Luxury Brand

Hyundai will officially be splitting off its Genesis nameplate into a whole new brand with six vehicles set to fill the lineup by 2020. 

This Genesis brand will feature a unique design language, new naming scheme and a different customer service offering in order to further distinguish the brand from Hyundai. This is similar to the Nissan/Infiniti, Honda/Acura, and Toyota/Lexus brands

Genesis cars will use an alphanumeric naming scheme, that start with the letter G, and a number like 90, 80 or 70 that represents the market segment the vehicle competes in. The Genesis brand will be available worldwide.

“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,” said Euisun Chung, Hyundai Motor Company Vice Chairman. “The Genesis brand will fulfill these expectations, becoming a market leader through our human-centered brand strategy.”

Genesis models will focus on delivering better driving dynamics, along with innovations tailored to closely-meet the needs of customers. Hyundai says the new model line-up will distance itself from the tech-overload of brand-focused competitors and will instead concentrate on a personalized, hassle-free customer experience.

The current Hyundai Genesis and Equus is expected to be moved to the new brand, while a mid-sized SUV is expected to help the brand compete with the established luxury rivals. Maybe a production vehicle based on the Vision G Coupe that the Korean automaker debuted at Pebble Beach would fit in with the new brand.

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