Official Press Release: Hyundai Motor Launches New Global Luxury Brand, 'Genesis'

[PMCErnie]

It's interesting that the Equus, soon to be G90 in the US, will be called EQ 900 next month in Korea. Genesis G90/EQ 900 - Kia K9/K900 AWK!

http://m.wardsauto.com/management-strategy/hyundai-s-genesis-brand-puts-bentley-designer-helm

 

[Lord Humunculous]

I can tell you about 4 dealers in the Chicagoland area that do not have special sections, flooring, etc at all. They are parked in the same showroom, in the same section and with the same flooring as the Elantra right next to it.

ditto for the 4 closest to me, no differences in any area of the dealerships.

Coming from the wonderful experience of my Volvo dealership, ie, my rep has been there as long as I have owned the car, is trustworthy and knows me and my car well, only one tech has worked on my S60 for the past 4 years, maybe as far back as five, they ALWAYS have a loaner for me, even if I call 30 minutes prior and they "don't have any available", my guy will find one, they are EXTREMELY POLITE, turnover is very low, and so on, all the things you would expect from a good Volvo dealer.

My moms experience so far with her 2013 Genesis has been the absolute opposite (she used to own an 850 and we use/d the same dealer) of everything we have experienced at the Volvo dealer. There is never the same person behind the counter, no one ever knows whats going on, no one knows who you are nor could they be coerced into pretending to care, they don't know how long whatever it might be will take, you have repeat your name and info and the reason for your call many times in almost every instance she has called, no loaners, no special areas, no special reps, certainly no special treatment.

This will not have an effect on my choice to buy a 2016 Ultimate sedan in Monte/Ivory, but its a real bummer to know this is the level of incompetence I will have to deal with for oil changes, or god forbid, warranty work.

I am specifically referring to South Point and Round Rock (for the Austin TX area). Next closest option is the better part of an hour away....so, not an option.

I hope this will usher in a better age for Genesis owners, but I'm not holding my breath, i can only hope I get statistically lucky with the car I buy in that it will have no issues.


only time will tell

 

[Alwaysforward]

That new Santa Fe is a heck of an automobile. My brother in law just bought one and he's kind of a car snob. He's thrilled with it. I sat in one a few months ago and couldn't believe it wasn't already in the Genesis lineup...

We pulled the trigger yesterday on a Iron Frost 2016 Sante Fe Limited with the Ultimate Package. MSRP was $40,790 and I was able to get them down to $34,975. I had a Hyundai Circle Certificate but did not present it as it was about $2k above the price I got them down too. It took me a week to work them over as the haggling point was my wife 2012 Honda Civic EXL trade in. Out the door price after all fees, $6000 down payment and $11,800 for her car was $19,668 with a monthly payment of $290. Good deal or not?

 

[PMCErnie]

I'm speculating that the Hyundai Motor Group will find a way to kill the KIA K9/K900, now that the Hyundai Motor Corporation has established the new luxury brand. I think they'll finally put all their luxury eggs in one basket. What say you, Peter Schreyer?

 

[Mark_888]

I'm speculating that the Hyundai Motor Group will find a way to kill the KIA K9/K900, now that the Hyundai Motor Corporation has established the new luxury brand. I think they'll finally put all their luxury eggs in one basket. What say you, Peter Schreyer?

That's possible, but Hyundai Motor Group only owns about 33% of Kia (it once owned 51%). If Kia sees the K9/K900 as a way to build the Kia brand, as opposed to actually making money on K9/K900, then hard to say what will happen.

 

[PMCErnie]

That's possible, but Hyundai Motor Group only owns about 33% of Kia (it once owned 51%). If Kia sees the K9/K900 as a way to build the Kia brand, as opposed to actually making money on K9/K900, then hard to say what will happen.

Understood, but such a concept didn't turn out well for Volkwagen with their Phaeton, at least with US sales. Of course WV has bigger problems at the moment. I figure that when Luc comes aboard, he and Peter Schreyer will be making that arguement to Hyundai Motor Group.

 

[Mark_888]

Understood, but such a concept didn't turn out well for Volkwagen with their Phaeton, at least with US sales. Of course WV has bigger problems at the moment. I figure that when Luc comes aboard, he and Peter Schreyer will be making that arguement to Hyundai Motor Group.

Do you think it worked for Hyundai using the Genesis and Equus to "build the brand" in the USA? That is what Hyundai said when the first imported these into the USA as a Hyundai, rather than as a separate brand sold by Hyundai dealers starting in 2009.

According to recent reports I have read, Hyundai Motor America was not exactly in favor of removing the Hyundai badging from the Genesis and Equus in the USA, because they think it helps improve the Hyundai brand image. Kia probably has the same concern.

 

[YEH]

I think a lot of folks are making too much of the new Genesis brand in North America. The Genesis is already sold under its own brand name in Korea. That is why there are no H badges on the KDM Genesis, and how we can get the KDM wing badges imported from Korea into North America to put on our cars. The importers just go to a Hyundai dealer in Korea and by the OEM badges there.

Additionally, as everyone knows, the Genesis branded cars will be sold at Hyundai dealerships for the time being. I would bet they remain at Hyundai dealers for a longer time than people think.

The biggest change in the near-term won't be anything that has to do w/ brick & mortar (tho, I'm sure some of the larger, higher-end Hyundai dealerships will have plans in place to do a larger build-out out of a separate showroom and lounge), but with service (along with having separate advertising for the Genesis marque) such as loaner cars which presently are just reserved for Equus owners.

It'll be interesting to see if Hyundai retroactively offers loaners to current Genesis owners but I doubt that as future G80 buyers will be paying a bit more for that added luxury touch in the service dept.

On an aside, there have been complaints from Lexus owners about certain Lexus dealerships no longer offering loaners for all service calls as well as farming out the source of loaner cars to rental companies.

There was already one Lexus dealership (of which the owners owned a no. of dealerships for various brands) which offered Hyundai loaners.

I'm speculating that the Hyundai Motor Group will find a way to kill the KIA K9/K900, now that the Hyundai Motor Corporation has established the new luxury brand. I think they'll finally put all their luxury eggs in one basket. What say you, Peter Schreyer?

No - HMG doesn't have total say as to what Kia Motors does and besides, HMG would be foolish not to recoup some of the costs of developing a RWD platform, V8, etc. via additional models.

The next gen K900 has been in development as has the production version of the GT (basically Genesis/G80 counterpart) and it has been Kia, not Hyundai which has already done a luxury CUV concept.

There will be enough differentiation btwn the 2 - Genesis will go after the more traditional luxury buyer but w/ a modern take whereas Kia will go after the more sport-oriented luxury buyer.

Do you think it worked for Hyundai using the Genesis and Equus to "build the brand" in the USA? That is what Hyundai said when the first imported these into the USA as a Hyundai, rather than as a separate brand sold by Hyundai dealers starting in 2009.

According to recent reports I have read, Hyundai Motor America was not exactly in favor of removing the Hyundai badging from the Genesis and Equus in the USA, because they think it helps improve the Hyundai brand image. Kia probably has the same concern.

These days, really don't think it's that so much as the people over at HMA thinking the timing is a bit too ambitious.

Besides, it's not like the 2G Genesis or Equus really had more than 1 Hyundai badge on them.

 

[PMCErnie]

It wouldn't take much for the parent company HMG to combine premium car operations under Genesis Motors. The Kia premium models could easily be rolled in as well. Just a possibility in my opinion.

 

[Mark_888]

It wouldn't take much for the parent company HMG to combine premium car operations under Genesis Motors. The Kia premium models could easily be rolled in as well. Just a possibility in my opinion.

Maybe they could influence Kia to drop their luxury line, but I don't see how they can combine them, since Hyundai Motors (Korea) only owns 33% of Kia.

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[PMCErnie]

Dear Kia,

We will no longer be providing you with engines, transmissions, or any other components for your vehicles, including steel.

Have a nice day!

Sincerely,

Hyundai Motor Company
Hyundai Motor Group

 

[YEH]

^ That would only hurt HMG's ownership interest in Kia and besides, most of the engines, transmissions and platforms are jointly developed and pretty sure Kia owns its own stake in the high-tensile steel plant which supplies HMC and KMC.

Also, it's Kia spending its own R&D $$ to develop the K900 and the GT so don't know why they would want to just hand them over to HMC (it would be a completely different matter if HMC told KMC that they would no longer be able to use the Genesis platform or the Tau V8 - then there just wouldn't be a luxury Kia unless Kia develops its own RWD platform or goes FWD-based).

Also, it's not as if KMC doesn't have leverage of its own - can kick out the Santa Fe Sport production at its GA plant and threaten not to build anything for HMC at its new Mexico plant.

 

[YEH]

Here are the 1st images for the 1st Genesis brand model - the G90.

Like the front a lot better than for the 2G Genesis, but will reserve final judgment until the live shots.

The greenhouse looks good in these images, but in reality (based on the spy shots) a bit bland/overly conservative.

And oh yeah, simply abhor the taillights.

 

[Mark_888]

^ That would only hurt HMG's ownership interest in Kia and besides, most of the engines, transmissions and platforms are jointly developed and pretty sure Kia owns its own stake in the high-tensile steel plant which supplies HMC and KMC.

Also, it's Kia spending its own R&D $$ to develop the K900 and the GT so don't know why they would want to just hand them over to HMC (it would be a completely different matter if HMC told KMC that they would no longer be able to use the Genesis platform or the Tau V8 - then there just wouldn't be a luxury Kia unless Kia develops its own RWD platform or goes FWD-based).

Also, it's not as if KMC doesn't have leverage of its own - can kick out the Santa Fe Sport production at its GA plant and threaten not to build anything for HMC at its new Mexico plant.

Also, I suspect that they have agreement in place that provides the legal framework for how the technology sharing takes place and how long it lasts.

 

[Sal Collaziano]

I like the thought of having Genesis aim at traditional luxury buyers and Kia's luxury cars aim at sport-luxury buyers. While Mercedes-Benz DOES have AMG vehicles - which aim a bit at BMW-type buyers (sport-luxury) - most of their lineup is for traditional luxury buyers. The S-Class is pure luxury. The E-Class favors luxury as well. Of course, outside the AMG versions of these cars...

So there's plenty of buyers for traditional luxury - which is offered by brands like Lexus and Mercedes-Benz. Especially considering most other luxury brands have abandoned these customers. BMW and Audi have always sold "driver's" automobiles - sporty (even though the most recent BMWs have softened up a bit). Cadillac is chasing after BMW - not Mercedes or Lexus. This leaves a GAPING hole in the market for a new brand to offer what most people are still interested in - comfortable luxury cars that don't "ride on rails" or keep up with Corvettes - for somewhat of a discount. I have NO doubt that Genesis Motors vehicles will offer a $5k discount on competitive vehicles from other luxury brands.

Lincoln is moving into this space as well - or back into it - but I don't think "Lincoln" has the brand recognition (anymore) that it needs to compete with Genesis Motors. Most people will never have any clue that Genesis Motors is owned by Hyundai. Most people still don't know that a Genesis Sedan is a Hyundai. And many don't even care/mind... Do we?

Kia can certainly stick around selling highly discounted versions of sport-luxury automobiles...

We pulled the trigger yesterday on a Iron Frost 2016 Sante Fe Limited with the Ultimate Package. MSRP was $40,790 and I was able to get them down to $34,975. I had a Hyundai Circle Certificate but did not present it as it was about $2k above the price I got them down too. It took me a week to work them over as the haggling point was my wife 2012 Honda Civic EXL trade in. Out the door price after all fees, $6000 down payment and $11,800 for her car was $19,668 with a monthly payment of $290. Good deal or not?

Great deal! Damn, that's F'ing SILLY! $35k for a brand new Santa Fe Limited Ultimate! Silly!

 

[PMCErnie]

^ That would only hurt HMG's ownership interest in Kia and besides, most of the engines, transmissions and platforms are jointly developed and pretty sure Kia owns its own stake in the high-tensile steel plant which supplies HMC and KMC.

Also, it's Kia spending its own R&D $$ to develop the K900 and the GT so don't know why they would want to just hand them over to HMC (it would be a completely different matter if HMC told KMC that they would no longer be able to use the Genesis platform or the Tau V8 - then there just wouldn't be a luxury Kia unless Kia develops its own RWD platform or goes FWD-based).

Also, it's not as if KMC doesn't have leverage of its own - can kick out the Santa Fe Sport production at its GA plant and threaten not to build anything for HMC at its new Mexico plant.

I really think that you are making the case that HMG has ultimate control over Kia's direction. For example, Peter Schreyer works for both Hyundai and Kia. Who pays him?

I dont think Kia would be just handing over its K900 technology to Hyundai. In a way, the new Genesis company is not really Hyundai anymore. I would more consider it a premium division of the Hyundai Motor Group's automotive operations. The K900 could either be folded into it, or eliminated.

 

[goochylittlepig]

Here are the 1st images for the 1st Genesis brand model - the G90.

Like the front a lot better than for the 2G Genesis, but will reserve final judgment until the live shots.

The greenhouse looks good in these images, but in reality (based on the spy shots) a bit bland/overly conservative.

And oh yeah, simply abhor the taillights.

the front looks just like the Genesis...
the taillights look like a Mercedes or Jag, and I like them

 

[Mark_888]

the front looks just like the Genesis...
the taillights look like a Mercedes or Jag, and I like them

There is no way I would ever buy that car. There is no way I can get in or out through the driver side window.

Also, I was not aware that there was such a severe shortage of rubber in Korea. Has WWIII started?

 

[GenesisAWD]

There is no way I can get in or out through the driver side window.

Then you should use the door!

 

[Mark_888]

Then you should use the door!

I don't see any doors on the pics above. No door seams, nor door handles, nothing.