Hyundai launches Genesis luxury sub-brand

Published: 05 November 2015

► A new luxury model line sub-brand
► Separate from main Hyundai range
► Bespoke styling, emblem, badging

Hyundai has announced it is creating a separate sub-brand named Genesis, to be launched in December 2015. The Genesis name is currently attached to Hyundai’s flagship luxury saloon, but is being turned into an overall name for a new family of cars, with up to six new Genesis models planned by 2020.

The new model line is set to launch in the United States, China and the Middle East at first. Although it hasn’t been ruled out, the brand’s unlikely to make an appearance in the UK, at least initially.

How will a Genesis model be different from a regular Hyundai?

The new Genesis models will get different design treatment, with styling handled by a new ‘Prestige Design Division’ within the company, headed up by former Bentley design chief Luc Donckerwolke. They’ll wear a new variation of the wing-shaped badge currently found on the Genesis saloon, and be given a suspension tuning that prioritises ride comfort over taut handling.

Each model name will start with a ‘G’ followed by a number – G90, G80, G70 and so on – depending on the size of the car. A coupe version of the existing Genesis saloon (below), a new version of the Equus saloon and an inevitable SUV or two are all thought to be in the pipeline.

Genesis name is currently attached to Hyundai's saloon flagship

Hyundai says the new Genesis brand is aimed at ‘a new generation of discerning customers’, and will ‘compete with the world’s most renowned luxury car brands.’ Canny marketing or a misguided dead end? Keep an eye out for the reveal of the first Genesis model by the end of the year.

Read CAR’s review of the Hyundai Genesis saloon here.

By James Taylor

CAR's deputy features editor, occasional racer