HomeCar NewsHyundai to launch Genesis luxury cars in India - Take on Audi,...

Hyundai to launch Genesis luxury cars in India – Take on Audi, Mercedes, BMW

Hyundai Genesis India launch

Hyundai floated Genesis as its standalone luxury car brand in 2015 with focus on markets like the US. In short, the Genesis is to Hyundai what Lexus is to Toyota. Now that Toyota has fielded Lexus in India, it would be tempting for the South Korean automaker to check what its premium marque can do in our market.

Hyundai India has been exploring the possibility of launching Genesis in the country for quite sometime now, and a recent report suggests that the project has finally been green lighted. If things move quickly, the Genesis flagship models could be showcased at the Auto Expo 2020 to gather public opinion.

The market response to the soon-to-be-launched Hyundai Kona electric vehicle in the Indian premium segment would help the automaker understand the customer expectations. This learning would go a long way in devising the strategy for Genesis.

Hyundai Genesis India launch

Once the Genesis arrives in the scene, Hyundai will have the widest coverage of our passenger vehicle market than any other automaker. Hyundai and sister brand Kia will take care of the mass market and mid-premium sectors while Genesis will lock horns with the likes of Lexus, Mercedes, BMW, Jaguar, etc.

The current portfolio of Genesis Motor comprises luxury sedans of three sizes. The Genesis G70 is pitted against the likes of BMW 3 Series, Mercedes C Class, etc., while the G80 competes with mid-size sedans like the BMW 5 Series, Mercedes E Class, etc. The flagship Genesis G90 rivals the formidable Mercedes S Class.

Save for the imposing front grilles, the Genesis sedans adopt an understated styling language which has nothing in common with the mainstream Hyundai models. It is only a matter of time before the luxury brand comes up with an array of SUVs in different sizes.

Hyundai India is reportedly considering company owned outlets and experience centers for Genesis brand in select cities. The vehicles are most likely to be imported as CBUs at least in the initial phase. Hyundai India anyways have the infrastructure for local assembly should it choose to do so. Being a young luxury brand, Genesis would need aggressive marketing strategy to take on its rivals most of whom have rich history of several decades.

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