Hyundai will launch a luxury sub-brand, Genesis, following the introduction of the Genesis luxury saloon in April.
Currently, the name is used solely by the firm’s luxury saloon, but by 2020 up to six models will carry the new branding.
Hyundai said the sub-brand – which will operate alongside the main company, similar to the Toyota / Lexus setup – “will compete with the world’s most renowned luxury car brands.”
To differentiate the sub-brand from Hyundai products, a new design identity, emblem and naming structure will be used, with future models carrying a modified wing-logo from the current Genesis saloon.
According to the South Korean company, the new sub-brand will also concentrate on personalised customer service rather than what Hyundai calls “a traditional technical overload” which it says its rivals use.
Details of the six new models have not been released yet, but the rollout will begin in December, Hyundai said.
“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 vice chairman.
“The Genesis brand will fulfill these expectations, becoming a market leader through our human-centered brand strategy,” he added.
