Hyundai introduces new global brand

Hyundai introduces new global brand

genesisHyundai has revealed its bold new global luxury brand, called Genesis.

The Korean manufacturer hopes to launch six new models under the standalone brand which will operate alongside Hyundai.

Genesis will “deliver human-cantered luxury,” says the company, and that it will “compete with the world’s most renowned luxury car brands.”

“We have created this new Genesis brand with a complete focus on our customers who want smart ownership experiences that save time and effort, with practical innovations that enhance satisfaction,” said Euisun Chung, Hyundai Motor Company vice chairman.

Interestingly, Hyundai has decided that the 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”.

Also a key selling point for Hyundai is that the customer-centric approach will flow into the dealership by having “sales and service staff provide rapid and attentive service to customer’s requests.”

Genesis will differentiate itself form the Hyundai, brand by having a new emblem, naming structure and customer service offering established.

Genesis models will be badged with a new wing-type emblem, redesigned from the version used on the current Genesis model to create an even more luxurious look.

The Genesis brand will also adopt a new alphanumeric naming structure. Future models will be named by combining the letter ‘G’ for Genesis with a number, 90, 80 or 70 etc., representing the segment.

To develop a distinctive and differentiated design for the new Genesis brand vehicles, Hyundai has created a prestige design division.

From mid-2016 Luc Donckerwolke, who was previously responsible for the design of Audi, Bentley, Lamborghini, SEAT and Skoda models at the Volkswagen Group, will lead this new division alongside his role as head of the Hyundai Motor Design Centre.

The work of the new division will be overseen by Peter Schreyer, as part of his group-wide design responsibilities as chief design officer.

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