Hyundai weighs Genesis upscale subbrand

[YEH]

Hyundai may market its premium vehicles under a Genesis subbrand to further distinguish its upscale cars from its mainstream vehicles, the brand's U.S. sales boss said.

The proposed move would replace Hyundai's round "H" badge with a new badge on rear-wheel-drive premium vehicles, including the Equus, Genesis sedan and Genesis Coupe. The upscale vehicles would be branded as Genesis with an alphanumeric naming system. They would be sold in Hyundai dealerships, not through a separate dealership network.

Read more: http://www.autonews.com/article/20120204/RETAIL06/302059965#ixzz1ldoAt9xg


Well, this is what I had been advocating and would be the prudent move by Hyundai USA; this way Hyundai can give badge snobs another reason to buy a Genesis while maintaining the price niche that Hyundai has established for itself (basically offering RWD luxury vehicles for the price of FWD Acuras, etc.).

The badge switch is worth it alone b/c the "Flying H" is a mess of a badge and doesn't look good on Hyundai's mainstream lineup, much less its luxury lineup.

I suspect that other smaller markets (like the UK and Australia) may see a total separation.

 

[maxmar04]

hmm, i thought they dismissed this idea a long time ago. I guess they're reconsidering it again.

 

[lilxskull]

Well, I hope they do make a separate luxury brand for the Genesis and Equus. I would expect them to still sell them at Hyundai dealers to save money, but probably only sell the Genesis brand to dealers currently selling the Equus only. I think they will do it because they brought back the Azera, which was the Hyundai flagship before and it really would be weird if Hyundai had so many different vehicles. Also if they do create a Genesis brand, they should create one more car to compete with the 3 series/C-class/IS/A4 cars and maybe one for the RX/X5/ML.

 

[Mark_888]

Well, I hope they do make a separate luxury brand for the Genesis and Equus. I would expect them to still sell them at Hyundai dealers to save money, but probably only sell the Genesis brand to dealers currently selling the Equus only.

Selling Genesis only at current Equus dealers seems very restrictive to me, and would reduce price competition (good for dealers who sell it, but not so good for Hyundai since it would reduce the number of units sold). Besides, the Genesis Coupe is not even close to a luxury car, not even entry level luxury.

 

[YEH]

Also if they do create a Genesis brand, they should create one more car to compete with the 3 series/C-class/IS/A4 cars and maybe one for the RX/X5/ML.

Hyundai already is developing a 3 Series competitor (which will align with the next gen Genesis coupe) and a luxury CUV is supposedly also in the works.

Selling Genesis only at current Equus dealers seems very restrictive to me, and would reduce price competition (good for dealers who sell it, but not so good for Hyundai since it would reduce the number of units sold). Besides, the Genesis Coupe is not even close to a luxury car, not even entry level luxury.

Agreed - selling the Genesis and the rest of the eventually expanded lineup at only the dealers authorized to sell the Equus would be too restrictive.

Reportedly, a third of Hyundai's dealerships (the biggest and best selling dealerships) have renovated their showrooms or are planning to renovate them.

Hyundai should put certain reqs and restrictions on the smaller dealerships which don't have the financial means for major renovations when it comes to selling the luxury lineup.

As for the Genesis Coupe, true it's not luxury, but w/ the updated interior w/ the refresh, it arguably could be entry-level luxury; it's certainly no worse than the interior of the original G35 or for that matter the Acura Integra.

Anywhow, the next gen GC will be going upmarket to better fit the RWD compact sedan.

 

[CC4.6]

'Reportedly, a third of Hyundai's dealerships (the biggest and best selling dealerships) have renovated their showrooms or are planning to renovate them.'

My dealership (Hyundai of New Port Richey FL) hasn't had a car on the "showroom" floor for over two years. Just small tables and chairs to conduct negotiations. It's kind of creepy to sit waiting for service and eavesdrop on others negotiating deals.

 

[Sal Collaziano]

I like the idea of a sub brand being sold at Hyundai dealerships. This will keep costs down for Hyundai AND it's customers. The "Genesis" vehicles already cost more than FWD Hyundai products and the badge simply signifies that it's a luxury product that the customer paid "more" for.

 

[waveman]

I like the idea of a sub-brand that doesn't require a separate dealer network like Lexus and Infiniti have. However, if Hyundai does this, I'd want them to raise the standards for dealers that sell Genesis and Equus, especially for training of service techs.

 

[valeron]

For submodel, Hyundai can stick with its current labeling of BH for Genesis Sedan. In other markets, Genesis sedan is already sold under BH 330/380 and new to MY 2012, BH 300.

 

[Gambler]

Sounds nice and all, but don't hold your breath.

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[Ncgo4]

888, I agree about the Genesis Coupe. I cannot imagine any reason why this model has the "Genesis" label. Absolutely nothing about it says luxury.

 

[Stoofpilot]

The Genesis coupe reminds me of a warmed over Tibruon. I'm insulted the Hyundai even tries to imply that it is a Genesis. Just look at the God awful grille on the new one.

 

[YEH]

888, I agree about the Genesis Coupe. I cannot imagine any reason why this model has the "Genesis" label. Absolutely nothing about it says luxury.

The refreshed interior is no worse than the interior of the original Infiniti G35 and the next gen Genesis Coupe will be going further upscale.

The Genesis coupe reminds me of a warmed over Tibruon. I'm insulted the Hyundai even tries to imply that it is a Genesis. Just look at the God awful grille on the new one.

Putting the hexa-Hyundai grill on the GC was a bad move, but I suspect the next gen GC will depart from that since it'll be the coupe version of the new RWD compact sedan.

 

[Ruissimo]

The refreshed interior is no worse than the interior of the original Infiniti G35 and the next gen Genesis Coupe will be going further upscale.




Putting the hexa-Hyundai grill on the GC was a bad move, but I suspect the next gen GC will depart from that since it'll be the coupe version of the new RWD compact sedan.

Speaking of which... the Kia-coupe concept looked amazing. I wish the Hyundai version was a bit like the Kia they previewed.

 

[Stoofpilot]

I thought that the 2013 Coupe would be the redesigned yet I am not sure any more. Any ideas or info?

 

[Ruissimo]

I thought that the 2013 Coupe would be the redesigned yet I am not sure any more. Any ideas or info?

Yeah... the new Coupe will be available this Spring, according to Hyundai. Here are all the details you need:

http://hyundainews.com/us/en-us/2013/Genesis-Coupe/Highlights.aspx

I still think that front bumper should have been made available in body color...

If you want to market the Genesis Coupe as a "Premium" model, like the Genesis sedan and the Equus... then why, OH WHY, Hyundai... are you slapping a Veloster front end on it? Just doesn't make sense to me.

Unless... all future models are gonna have this look. Picking up an R Spec in 10 days - don't want to take that chance.

 

[PMCErnie]

I really don't care if my Genesis is ever pegged as a luxury brand, although that may surely happen someday. Right now I'm very happy to consider it the best of the bunch vs Avalon, Maxima, Accord, Taurus, 300 and LaCrosse.

 

[YEH]

Yeah... the new Coupe will be available this Spring, according to Hyundai.
If you want to market the Genesis Coupe as a "Premium" model, like the Genesis sedan and the Equus... then why, OH WHY, Hyundai... are you slapping a Veloster front end on it? Just doesn't make sense to me.

Unless... all future models are gonna have this look. Picking up an R Spec in 10 days - don't want to take that chance.

That's just a refreshed GC and not an entirely new model per se; a new GC will probably be ready sometime in 2014, about the same time as Hyundai's new compact RWD model.

And while I think it was a mistake to give the refreshed GC Hyundai's hexa-grill, I don't think it'll carry over that look for the next generation.

Anyways, Hyundai just announced the starting price for the new Azera - $32,875.

Granted, the new Azera will come pretty well equipped (the only option really being a $4k tech package which included a panoramic sunroof), but this is clear indication that the next gen Genesis sedan will see a hefty price increase.