As expected, Hyundai has made an official announcement of the Genesis premium sub-brand. By 2020, six Genesis premium models would be launched and the first of which will be ready in this December. The company says that unlike its rivals, premium appeal of the Genesis brand will not come from the “technological overload”. Instead, the brand will rely of tailored “customer experience”.
The four pillars of the brand’s philosophy are Human-focused innovation, refined and balanced performance, athletic elegance in design and hassle-free customer experience. Hyundai also revealed that the models will adopt an alpha numeric nomenclature with G as a standard prefix.
Genesis cars will feature latest safety features, IT connectivity and upmarket convenience features. The company also assures that there will be a pronounced line of distinction between the bread and butter Hyundai models and high-end Genesis models.
The design direction for the new breed of cars is most likely to be derived from the Vision G Concept which made its world premiere at Pebble Beach earlier this year. Starting with luxury sedans, brand Genesis is expected to gradually shift its focus on premium SUVs in the near future.