Would you buy a luxury Hyundai ‘Genesis’?

Hyundai has confirmed that it will launch a new, global luxury brand under the name Genesis.

Until now, the Genesis badge has been used on Hyundai’s Mercedes E-Class-rivalling saloon and coupe range. It was launched in the UK earlier this year as a toe-in-the-water exercise, but has been on sale elsewhere in the world since 2009 and proven a sales hit, especially in America.

Hyundai plans a six-model line-up by 2020, including Genesis saloon and larger Equus. At least one SUV and a coupe are likely to feature in the range, too.

According to Hyundai, Genesis brand design and engineering will focus on “human-focused innovation, refined and balanced performance, athletic elegance in design and hassle-free customer experience.”

Former Lamborghini stylist Luc Donckerwolke is in charge of creating the Genesis brand’s “distinct design identity.” The cars will carry and stylised, winged emblem and use an alphanumeric naming system starting with the letter ‘G’.

Hyundai boss Peter Schrayer said: “In creating the design signature of Genesis brand cars, we set out to display confidence and originality, creating highly desirable products that present new charm though innovative styling and proportions.”

It is understood the first Genesis brand models will be rolled out as early as December.

Hyundai isn’t the first Asian car manufacturer to launch a luxury brand distinct from its mainstream products. Honda launched Acura in 1986, while both Nissan’s Infiniti and Toyota’s Lexus brands followed in 1989.

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By Only Motors

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