Hyundai Officially Launched The Genesis Brand
|   Sunday, December 06, 2015
Hyundai launches an offensive in the premium segment to fight names like Lexus, Mercedes and BMW; they will enter the premium car segment with the Genesis brand.

The Korean company Hyundai officially launched Genesis, the group's premium brand, following the model of the Japanese car Lexus (owned by Toyota) and Infiniti (owned by Nissan). These models were initially launched in the US market to compete with the Europeans from Mercedes-Benz, Audi and BMW.

The Genesis name was taken from the mid-size sedan with premium claims which exists since 2008 in Hyundai's portfolio.

Speculation and informal data about the transformation of the Genesis into a premium brand existed ever since the first generation of this model, but it is likely that the economic crisis postponed plans of the Korean company until now, when things are better, especially on the US market.

Hyundai announced that the Genesis will have a range of six models which will be launched starting next month and going into 2020. The range includes a sedan, a coupe sports car and two SUVs. Their names are alphanumeric, such as G90, G80, G70, etc. G80 and G90 will be first, the current Genesis and Equus, which will be rebranded.

One of the highlights of the new brand will be the design, distinctive and differentiated from that of other Hyundai models. For this purpose the Prestige Design Division was created, which will be headed starting next year by Luc Donckerwole who previously worked under Peter Schreyer at Audi, Bentley, Lamborghini, SEAT and Skoda. Luc Donckerwole will lead the Hyundai Design Center, under the supervision of president Peter Schreyer.

The countries that will enjoy the first Genesis models are those that can more easily absorb a new brand: Korea, China, Middle East and USA. So far, there are no plans for a new network of dealers and showrooms, so Genesis models will be sold by Hyundai dealers.

Peter Schreyer said in a press conference that the use of a rear-wheel drive platform will enable a "crucial" design for a premium brand.
Data about the long-term strategy of the Genesis brand has been communicated yet, but if you look at the history of Lexus, we cannot predict an optimistic future. Lexus is a trademark artificially created by Toyota in 1989 and after 35 years it is selling 500,000 units annually, compared to 1,700,000 to 1,800,000 cars, which are sold by the German brands, which have a history of over 100 years.

Toyota spent about five billion dollars to build from scratch the Lexus premium brand, and it took a decade to reach the point of balance.
Incidentally, Lexus and Infiniti sales are heavily reliant on the US market, where they have "imitated" Mercedes and BMW original products. American analysts talk about a serious risk incurred by Hyundai in that they might not sell as many Genesis models after it separates from Hyundai.

In Europe, PSA Peugeot Citroen has launched its own premium brand, DS, on the same system: the separation of some models in a sub-brand. Renault also has such a plan with the Alpine brand. All these marketing moves come as a result of global studies conducted by specialized companies, in which research shows that there is a growing demand for premium and luxury cars, especially in emerging countries, the so-called BRICS (an acronym that refers to Brazil, Russia, India, China and South Africa).
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