Hyundai to launch Genesis luxury brand in Australia

[YEH]

Hyundai to launch Genesis luxury brand

Chris Harris
October 22, 2011

Korean car maker confirms its assault on luxury market to rival German and Japanese brands.

Hyundai has confirmed it will launch its own global luxury brand, called Genesis, in Australia in just two years’ time, following in the footsteps of Toyota’s Lexus and Nissan’s soon-to-be-revived Infiniti sub-brands.

The Korean car maker is deep in planning for the launch of the Genesis sub-brand — not to be confused with the Hyundai large sedan of the same name — and how it will distinguish itself from its German and Japanese competition.

“A lot of things have to be studied and nothing is concrete at this stage,” Hyundai Australia senior manager of product planning and marketing Roland Rivero told Drive.

“But one that is confirmed is the establishment of the Genesis brand in Australia in a couple of years. That’s 100 per cent.’’

Tentatively priced from the “mid-$40s”, the Genesis brand will initially offer two Korean-built, rear-wheel-drive model lines. One will comprise a mid-size sedan and coupe to rival the likes of the Mercedes-Benz C-Class, BMW 3-Series and Audi A4.

Rivero says the car will be an all-new model and not the current Hyundai-badged Genesis, which was not developed for right-hand-drive configuration.

“The benchmarks for that car have been the Infiniti G37 and [BMW] 3-Series Coupe, so we’re not mucking around with that car. It’s an icon. Hyundai have got their act together for the next-generation [model], so thankfully, that’s coming.”

The Genesis brand’s second model line, a large V6- and 5.0-litre V8-powered sedan, will be positioned to compete with the E-Class, 5-Series and A6 from the aforementioned brands respectively. Hyundai’s Equus limousine is unlikely for Australia, although the company’s in-house 10-speed automatic transmission is likely to find its way into Australia-bound Genesis vehicles.

“The number of Genesis models is still under investigation, we haven’t finalised. I’d like a 3-Series/C-Class competitor and a 5-Series/E-Class competitor. That’s the initial step,’’ Rivero says.

“We can have something that does that initially for us, then we can grow and build from there depending on, obviously, the acceptance of the Australian market.’’

http://www.theage.com.au/executive-...unch-genesis-luxury-brand-20111025-1mh99.html

 

[dg_moore]

Wonder why they're using the Genesis label if the car is not what we know as a Genesis.

 

[Mark_888]

Wonder why they're using the Genesis label if the car is not what we know as a Genesis.

1. Genesis is the brand used in Korea. Models are BH380 BH460, etc.
2. It is the same Genesis, it is just that by the time they open for business in AU in a couple of years, the Genesis will have undergone "complete" redesign.
3. There is a lot marketing hype in the article which makes it sound like it will be a different car than sold in the US, but other than right-hand drive, and some different option configurations (similar to differences that exist now between KDM, US, and Canada Genesis models) it will be the same car by the time it gets next major redesign.
4. Anytime you get in the same room with a car salesman or marketing person, keep a firm grip on you wallet, and watch out for flying BS.

 

[acoga]

1. It is the same Genesis, it is just that by the time they open for business in AU in a couple of years, the Genesis will have undergone "complete" redesign.

If that article is accurate, I read things a little differently. They mention they want a 3 series/C class competitor--that implies a brand new smaller model. Even though the current Genesis competes with the 3 series in terms of price, it's not the same category of car.

They want a 5 series/E class competitor--that'll be the next generation of what we currently know as the Genesis. They specifically say it's unlikely the Equus will go to Australia, so clearly that's not the mid-sized sedan in the lineup.

So it looks like the new brand will have 3 models that will along the lines of BMW 3/5/7 or M-B C/E/S, comprised of a new smaller sedan, the next-gen Genesis (whatever it ends up being called), and the Equus. I know they said the Equus isn't coming to Australia, but they also said that Genesis will be a new global brand, so the Equus will be included in other markets.

 

[Mark_888]

If that article is accurate, I read things a little differently. They mention they want a 3 series/C class competitor--that implies a brand new smaller model. Even though the current Genesis competes with the 3 series in terms of price, it's not the same category of car.

They want a 5 series/E class competitor--that'll be the next generation of what we currently know as the Genesis. They specifically say it's unlikely the Equus will go to Australia, so clearly that's not the mid-sized sedan in the lineup.

So it looks like the new brand will have 3 models that will along the lines of BMW 3/5/7 or M-B C/E/S, comprised of a new smaller sedan, the next-gen Genesis (whatever it ends up being called), and the Equus. I know they said the Equus isn't coming to Australia, but they also said that Genesis will be a new global brand, so the Equus will be included in other markets.

Yes, Hyundai will be producing a new "Genesis-like" model that will be smaller than the current Genesis Sedan that will compete with the BMW 3 in terms of size, etc. Unlike the current Genesis Coupe, it will be more of an entry-level luxury model like current Genesis sedan, only smaller. Wouldn't be surprised if they drop the Coupe, or rename it, since has nothing to do with the Genesis Sedan and the current Coupe would probably be inappropriate in a separate luxury brand (unless they upgrade it).

The new smaller Genesis sedan model with be introduced about the same time (or exactly the same time, not sure) as the next generation Genesis sedan, probably for 2014 model year (in 2013). These dates are not guaranteed.

So there is nothing in the article that contradicts what I said. All they said is, in addition to next major Genesis sedan makeover, they will introduce a smaller version that is upscale (unlike the current Coupe). Whether the smaller Genesis sedan will make it to the US (and exactly when) is also unknown.

My main point was that the guy made it sound like the full sized Genesis sedan sold in AU will be nothing like the current Genesis sold in the US. Maybe not the current Genesis sold in the US, but both US and AU versions will be similar (subject to different options like differences between KDM and USA versions) once the next generation of Genesis is released.

 

[Sal Collaziano]

Well! It only took 677 years, but Genesis Motors has launched their brand in Australia...

Genesis Motors launches in Australia with stylish Sydney Studio
With the spectacular opening of Genesis Studio Sydney, luxury automotive brand Genesis has entered the Australian market in style.

Genesis Motors has made its Australian debut with a glamorous ribbon-cutting ceremony at the first Genesis Studio in Pitt Street Mall, the heart of Sydney’s bustling CBD.

Bringing a new premium customer experience to the country, the stunning Sydney location will be complemented by Genesis Studios in Melbourne and Brisbane next year.

“I am delighted to unveil Genesis in Australia with the grand opening of our flagship Genesis Studio in Sydney,” says Manfred Fitzgerald, Executive Vice President, Global Head of the Genesis Brand.

As soon as customers step inside the new space, their eyes are drawn to the striking G70 and G80 luxury sedans, which will be joined by the brand’s first SUV in 2020.

And in the corner, a towering spiral staircase is encircled by a bespoke large-scale curved LED screen. Customers are promised an individual point of contact from evaluation to purchase, which continues throughout their Genesis vehicle ownership. Read more...