Pick a name for Hyundai's luxury division

[Sal Collaziano]

I like Avant-Garde. I think that's a classy name for a luxury automobile company. What are your ideas?

 

[jwaters943]

Personally, I like Genesis. It would be a bit confusing, but when the timing is right, I think Genesis would be a perfect name to stick with. I even like the wing emblem as a symbol of the company "taking flight".

Since alphanumerics seem to rule in the luxury world, I propose something like the following:

Genesis FS380 & FS460 (full-size sedan aka Genesis sedan)

Genesis MS380 & MS460 (mid-size sedan....potential, smaller offspring of the Genesis sedan utilizing a shortened version of the same platform and same powertrains)

Genesis ES 2.0T & ES380 (entry-level sedan utilizing Genesis Coupe powertrains)

Genesis EC 2.0T & EC380 (entry-level coupe aka upcoming Genesis Coupe)

Genesis MC380 & MC460 (mid-size coupe....potential larger, more luxurious offspring of the Genesis Coupe)

Genesis UL380 (Utility Luxury vehicle aka 2nd-gen Veracruz)

Genesis ULX380 & ULX460 (long-wheelbase Veracruz or Genesis-based utility vehicle)

Of course, all this would cost tons of money and I'm probably dreaming, but I would love to see it happen.

 

[Par Avion]

It's fun to dream but I believe Hyundai will become the luxury division. In fact the transformation is already underway..

And, i don't mind one bit.

 

[BaywayRic]

I think Genesis would be a perfect name to stick with.

Unless of course, with the dealer markups, sales tank. Then they can change the name to Exodus.

 

[GenFan]

It's fun to dream but I believe Hyundai will become the luxury division. In fact the transformation is already underway..

And, i don't mind one bit.

I think you may be right and it wouldn't bother me either. Two things about this make me question it as a possibility:

1. Nissan and Toyota came up with less "Asian" names
2. The new Kia Borrego seems to be a little high end if Kia is to become the Toyota to the Lexus.

 

[Par Avion]

I think you may be right and it wouldn't bother me either. Two things about this make me question it as a possibility:

1. Nissan and Toyota came up with less "Asian" names
2. The new Kia Borrego seems to be a little high end if Kia is to become the Toyota to the Lexus.

Point 1. I agree, and if need be, the brand would morph from "Hyundai" to "Genesis" with new logo. Existing dealers/service would be upgraded accordingly. I believe this to be a "worst case scenario" for Hyundai.

Point 2. Even Toyota has "high end" vehicles: Highlander and Land Cruiser.

 

[GrandPrix08]

I am all for it. As I was saying before, it would be a much better way to have most American buyers who laughs at Hyundai to shift expectation as a DIFFERENT brand than a Hyundai, like Lexus did.

Honestly, I think Genesis name is good enough, if they can train the new brand's service to the level of other premium brands red carpet treatment. As for the model names, I think they can go with what they do in Korea, such as BH330, BH380, BH460. Of course, different models should have different front 2 letters. I think that will work fine. The numbers should be for the trim levels.

 

[Par Avion]

I am all for it. As I was saying before, it would be a much better way to have most American buyers who laughs at Hyundai to shift expectation as a DIFFERENT brand than a Hyundai, like Lexus did.

Honestly, I think Genesis name is good enough, if they can train the new brand's service to the level of other premium brands red carpet treatment. As for the model names, I think they can go with what they do in Korea, such as BH330, BH380, BH460. Of course, different models should have different front 2 letters. I think that will work fine. The numbers should be for the trim levels.

If they had to change the model names, I'd prefer doing it they way they do in Europe: i40, i50, i60 etc.

Regardless, I think it's safe to say whatever Hyundai decides to do, they are definitely of of the most exciting automakers to watch.

 

[Simonwpb]

I agree with previous posts, build a reputation around the Genesis name. It is a clean slate, and so long as the coupe and sedan are well accepted you go from there. If not then BaywayRic called it!

I am sure they paid a lot of money to some brand consultant to come up with the name and it is a good one.

 

[Sal Collaziano]

Maybe Hyundai could become Genesis and Kia could become Hyundai....

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[Simonwpb]

Maybe Hyundai could become Genesis and Kia could become Hyundai....

Not sure if the dealer would like that one...

 

[Sal Collaziano]

Not sure if the dealer would like that one...

Why not? If I were Kia, I'd kinda feel like I just got a promotion.

 

[Simonwpb]

Didn't know a Kia was considered less than a Hyundai...

1) It would be confusing to the customer if the nameplate changed at the dealership level. ["Where do I take my car for warranty / service?"]
2) H Dealers would have a grievance if they lost the ability to sell popular existing models to the K dealer.
3) You could re-badge all Hyundai's in NA to a new brand name but I think they have more pride than that.

I like the concept of a dual brand within the same store with the premium brand name reserved for the lux models. It would elevate the overall reputation of Hyundai while differentiating the value of the Genesis models. With a couple of tweaks you could elevate the Vera Cruz into a Genesis brand trim, plus they have multiple new model platforms in the pipeline.

 

[jwaters943]

Kia is definely lower than Hyundai IMO. The resale value of Hyundai as a brand is now about average. Kia is still below average. Hyundai also has a more modern lineup with more feature content. Most Kias still don't offer Nav, etc.

Sad thing is though, my local Kia dealership is brand new and state of the art, while my Hyundai dealership looks like an old dated wharehouse type building that converted into a dealership.

 

[Sal Collaziano]

FYI - Kia reliability is quite a bit lower than Hyundai's...

 

[realpix]

Unless of course, with the dealer markups, sales tank. Then they can change the name to Exodus.

Hahahaha - very good.

 

[DanTheMan]

Unless of course, with the dealer markups, sales tank. Then they can change the name to Exodus.

...or "Revelation..."!!! (An alternate name, or definition, would be "Apocalypse")!!

 

[Sal Collaziano]

Not bad... But how about Centennial?

 

[Lonny 53]

Personally, I like Genesis. It would be a bit confusing, but when the timing is right, I think Genesis would be a perfect name to stick with. I even like the wing emblem as a symbol of the company "taking flight".

Since alphanumerics seem to rule in the luxury world, I propose something like the following:

Genesis FS380 & FS460 (full-size sedan aka Genesis sedan)

Genesis MS380 & MS460 (mid-size sedan....potential, smaller offspring of the Genesis sedan utilizing a shortened version of the same platform and same powertrains)

Genesis ES 2.0T & ES380 (entry-level sedan utilizing Genesis Coupe powertrains)

Genesis EC 2.0T & EC380 (entry-level coupe aka upcoming Genesis Coupe)

Genesis MC380 & MC460 (mid-size coupe....potential larger, more luxurious offspring of the Genesis Coupe)

Genesis UL380 (Utility Luxury vehicle aka 2nd-gen Veracruz)

Genesis ULX380 & ULX460 (long-wheelbase Veracruz or Genesis-based utility vehicle)

Of course, all this would cost tons of money and I'm probably dreaming, but I would love to see it happen.

Right on. I think JWaters has the best choices. Hyundai, are you listening?

 

[BaywayRic]

Don't forget the chrome badge for the V6, available from KAI, that is used on the KDM cars.

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KAI also has some new aftermarket stuff. LED trunk light kit, for one.​