new models

Genesis II: Hyundai in new assault on luxury auto market

  • Genesis brand will ‘compete with the world’s luxury car brands’
  • Six-model line-up from December 2015
  • Personalised and human-centred experiences
  • Refined performance, athletic elegance promised
Hyundai Luc Donckerwolke Image: Newspress / Hyundai
CHALLENGER FOR LEXUS, INFINITI (AND BEYOND?): Hyundai plans to re-introduce its Genesis brand with six new models under this revised badge by 2020 with the help of ex-VW maestro Luc Donckerwolke (headline picture). Image: Newspress / Hyundai

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

The brand – like Lexus and Infiniti are to Toyota and Nissan – says Genesis will be to the Korean automaker. Until now it was merely an executive model in the Hyundai range.

Hyundai globally has already created for itself a reputation for styling and reliability, especially in South Africa though it never imported the previous Genesis model.


“Genesis,” Hyundai says, “will create a new generation of discerning consumers as a stand-alone brand that operates alongside the company’s popular Hyundai marque, capitalising on its success in the fast-growing global car market.”

Six Genesis models to be introduced by 2020 will, the company says, “compete with the world’s most renowned luxury car brands” by creating “a new definition of luxury, one that will provide a new platform for future mobility centred on people focused on innovation, refined and balanced performance, athletic design elegance and hassle-free customer experience”.

Hyundai SA is aware of the coming Genesis models but for now is merely considering its import – the main deterrent, apparently, the appalling rand exchange rate.


Euisun Chung, Hyundai Motor Company’s vice-chairman, told The Corner in a media release: “We have created this new Genesis brand with a complete focus on customers who want smart ownership experiences that save time and effort, with practical innovations that enhance satisfaction.

“The Genesis brand will fulfil these expectations and become a market leader through 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 personalised, hassle-free customer experience. Sales and service staff will provide rapid and attentive service to customers’ requests.”

The cars will be badged with a new wing-type emblem, redesigned from the version used on the current Genesis and will, it is claimed, adopt a new alphanumeric naming structure combining the letter G with a number – 90, 80 or 70 etc.

They will have the latest proactive safety technology, intuitive convenience features and internet connectivity and be engineered to provide excellent ride comfort while retaining confident sportiness.


The revised brand will be under the design leadership of Peter Schreyer, president and chief design officer of Hyundai under a Prestige Design Division. From mid-2016 Luc Donckerwolke, previously responsible for the design of Audi, Bentley, Lamborghini, SEAT and Skoda at Volkswagen, will lead this new division.

Schreyer told The Corner: “In creating the design signature of Genesis we set out to display confidence and originality, creating highly desirable products that present new charm through innovative styling and proportions.”

Certainly Hyundai has in recent years been a leader in automotive design with cues that have been imitated by other companies. The cars will initially be sold in the Korean, Chinese, North American and Middle Eastern luxury car markets, expanding later to reach Europe and other parts of Asia.

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 reports, the brand has grown quickly to become a world leader.

“The strategic decision to create an all-new luxury car brand recognises 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.” – Newspress, London

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