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Press Release: Hyundai Motor Launches New Global Luxury Genesis Brand

– New ‘Genesis’ brand will compete with the world’s leading luxury car brands
– Six-model line-up begins roll-out from December catering for ‘new luxury’ customers, delivering personalized and human-centered experiences
– Refined performance, athletic elegance in design and human-focused innovation will elevate the Genesis brand

November 4, 2015 – Hyundai Motor has announced an all-new global luxury brand – Genesis – that will deliver ‘human-centered’ luxury through a range of new models that feature the highest standards of performance, design and innovation.

Created for a new generation of discerning consumers, Genesis will be a stand-alone brand that operates alongside the company’s popular Hyundai marque. Capitalizing on its success in the fast-growing global car market, Hyundai Motor will launch six new Genesis models by 2020 and will compete with the world’s most renowned luxury car brands.

The Genesis brand seeks to create a new definition of luxury, one that will provide a new platform for future mobility centered on people. By anticipating human needs at every touch point, Genesis models will embody four key aspects: Human-focused innovation, refined and balanced performance, athletic elegance in design and hassle-free customer experience.

“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. The Genesis brand will fulfill these expectations, becoming a market leader through our human-centered brand strategy,” said Euisun Chung, Hyundai Motor Company Vice Chairman.

Genesis models will boast outstanding driving dynamics and design, with innovations tailored to closely-meet the needs of customers. The new model line-up will distance itself from the traditional technological overload of brand-focused competitors, concentrating instead on a personalized, hassle-free customer experience. Continuing the customer-oriented approach that flows through every Genesis model, sales and service staff will provide rapid and attentive service to customer’s requests.

To elevate and differentiate the Genesis brand from Hyundai, a distinct design identity, emblem, naming structure and customer service offering is being established.

Genesis models will be badged with a new wing-type emblem, redesigned from the version used on the current Genesis model to create an even more luxurious look. This emblem firmly cements the Genesis models as a collective family of luxury models under the Genesis nameplate.

The Genesis brand will also adopt a new alphanumeric naming structure. Future models will be named by combining the letter ‘G’ for Genesis with a number, 90, 80 or 70 etc., representing the segment.

Woong-Chul Yang, Head of Hyundai Motor R&D Center and Vice Chairman of Hyundai Motor said, “The Genesis models will provide technological innovation, excellent driving performance and luxury to customers. Every Genesis model will be created with the needs of our customers in mind, so the resulting car will perfectly meet their needs without any unnecessary burden or excess.”

Fitted with the latest proactive safety technologies, intuitive convenience features and IT connectivity, Genesis models are engineered to provide excellent ride comfort while retaining confident sportiness.

To develop a distinctive and differentiated design for the new Genesis brand vehicles, Hyundai Motor has created a Prestige Design Division. From mid-2016 Luc Donckerwolke, who was previously responsible for the design of Audi, Bentley, Lamborghini, SEAT and Skoda models at the Volkswagen Group, will lead this new division alongside his role as Head of the Hyundai Motor Design Center. The work of the new Prestige Design Division will be overseen by Peter Schreyer, as part of his group-wide design responsibilities as President and Chief Design Officer (CDO) of Hyundai Motor Group.

Peter Schreyer commented, “In creating the design signature of Genesis brand cars, we set out to display confidence and originality, creating highly desirable products that present new charm through innovative styling and proportions.”

The name ‘Genesis’, which also means new beginnings, hints at the new values and standards that the brand will bring to the global luxury car market. Initially on sale in the Korean, Chinese, North American and Middle Eastern luxury car markets, the Genesis brand will expand its reach to Europe and other parts of Asia as the model range grows to full strength.

Setting the brand’s cars apart from competitors, innovation will begin with the consumer, with customer requirements directing development. This philosophy echoes the vision of Hyundai Motor to be a ‘lifetime partner in automobiles and beyond’, with the ‘Modern Premium’ brand direction of Hyundai reinterpreted for the new Genesis marque.

Since the launch of its first cars in 1967, Hyundai Motor has grown quickly to become one of the world’s leading automakers. The strategic decision to create an all-new luxury car brand is recognition of the company’s strengths and its global ambitions. By introducing new customers to Hyundai Motor and elevating its competitiveness, the new Genesis brand will enable more people to experience the premium value of Hyundai Motor.

See the discussion

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Is the third generation Hyundai Genesis Sedan going to shrink?

Is the third generation Hyundai Genesis going to get smaller? I’m putting my money on “yes”. Why? Because I am 100% convinced that “Genesis” will become a brand within a generation or two. Either a brand or a sub brand. And a premium luxury brand needs a full-size flagship – and that’s NOT the Genesis Sedan. It’s the Equus. In my opinion either the Genesis is going to shrink or the Equus is going away – and I have a very difficult time believing the Equus is going anywhere.

As it stands the Genesis is a very large midsize car that gets compared to the Chrysler 300 (full size) – and NEVER the Chrysler 200 (midsize). If you look closely at specifications, the Genesis and Equus are about the same size. It makes little sense having two cars that serve the same purpose. Yes, the Equus does ride of a softer suspension – but that’s about the only difference. Technology-wise, the Genesis isn’t missing anything. Not all cars in a lineup are supposed to share to same technology as the top dog – which is generally the showcase for the brand’s most impressive capabilities.

How is Hyundai going to separate these two vehicles? My bet is the third generation Genesis will lose a small amount of girth in width and length. Not enough to be ALL THAT noticeable to first and second generation owners who are looking to upgrade – but enough to make the Equus stand out as the fullsize car (which will also have a long wheel base (LWB) option).

“Genesis” is going to do pretty much what every luxury brand does. Using BMW as an example – 3-Series, 5-Series, 7-Series and so on. Actually, I predict at first – 3-Series, 4-Series, 5-Series and 7-Series – because the Genesis Coupe and something new is coming along in the no-too-distant future. Of course, crossover utility vehicles will be part of the mix – but they have nothing to do with the resizing of the Genesis Sedan.

Expect the fourth generation Genesis Sedan (which will likely not be called “Genesis” anymore since that will probably be the new brand name) to follow suit and get just a little bit smaller – not so much as to disappoint people upgrading from previous generations – but enough to allow the Equus to stand apart as the flagship for the Genesis brand. At this point, the Genesis Sedan should be inline with other midsize sedans.

Being compared with cars like the Chrysler 300 at the bottom end and 7-Series at the top end is very nice – but technically unfair. The 300 and 7-Series are flagships for their respective brands but the Genesis Sedan is not – which will fare much better in comparisons when put up against cars like the Chrysler 200 instead of the 300.

I do realize there are plenty of comparisons where the Genesis is put up against midsize cars like the Lexus GS and BMW 5-Series. However, a midsize car should not be getting confused as much and as often as the Genesis does. And my feeling is that it won’t be happening for very much longer…

If you don’t want to discuss this here, you could always discuss it here

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Model Honored for Best New/Redesigned Car by Popular Personal Finance Magazine

WASHINGTON, D.C., Jan. 23, 2015 – The Hyundai Genesis won the Best New/Redesigned Car in the $50,000 and Over category for Kiplinger’s Personal Finance annual Best Value Awards at the 2015 Washington Auto Show.

Kiplinger’s took a comprehensive review of hundreds of vehicles and revealed the best values on the newest models.Kiplinger’s buyer’s guide sorts the 2015 models by price and category, ranking them for performance, safety and value.

“With the 2015 Hyundai Genesis named to Kiplinger’s Top Picks, it shows that this model continues to exceed customer and media  expectations for its confident handling, top safety ratings, design and value,” said Scott Margason, director of product planning, Hyundai Motor America.

Representing a bold step forward for Hyundai, the 2015 Genesis is new throughout, with a host of premium features and improved vehicle dynamics. Riding on a heavily revised platform, the sedan is even more structurally rigid than the previous generation. A suite of advanced assistance features such as Rear Cross-traffic Alert, Lane Change Assist, Blind-Spot Detection and Smart Cruise Control are also offered. Two engine options are available: a 311-horsepower 3.8 liter V6 and a 420-horsepower 5.0 liter V8, while an advanced HTRAC® AWD system is available for the first time on a Hyundai passenger car. With a base price of $38,000, an ideal blend of premium value, safety, bold design and superb driving dynamics are available to premium customers with the 2015 Hyundai Genesis.

The annual buyer’s guide, “Deals on New Wheels,” appears in the March issue, available on newsstands February 10, and online January 22, at