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http://globalpr.hyundai.com/prCenter/news/newsView.do?dID=5177

November 4, 2015 - Hyundai Motor has announced an all-new global luxury brand – Genesis – that will deliver ‘human-centered’ luxury through a range of new models that feature the highest standards of performance, design and innovation.

Created for a new generation of discerning consumers, Genesis will be a stand-alone brand that operates alongside the company’s popular Hyundai marque. Capitalizing on its success in the fast-growing global car market, Hyundai Motor will launch six new Genesis models by 2020 and will compete with the world’s most renowned luxury car brands.

The Genesis brand seeks to create a new definition of luxury, one that will provide a new platform for future mobility centered on people. By anticipating human needs at every touch point, Genesis models will embody four key aspects: Human-focused innovation, refined and balanced performance, athletic elegance in design and hassle-free customer experience.

“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. The Genesis brand will fulfill these expectations, becoming a market leader through our human-centered brand strategy,” said Euisun Chung, Hyundai Motor Company Vice Chairman.

Genesis models will boast 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 personalized, hassle-free customer experience. Continuing the customer-oriented approach that flows through every Genesis model, sales and service staff will provide rapid and attentive service to customer’s requests.

To elevate and differentiate the Genesis brand from Hyundai, a distinct design identity, emblem, naming structure and customer service offering is being 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. This emblem firmly cements the Genesis models as a collective family of luxury models under the Genesis nameplate.

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.

Woong-Chul Yang, Head of Hyundai Motor R&D Center and Vice Chairman of Hyundai Motor said, “The Genesis models will provide technological innovation, excellent driving performance and luxury to customers. Every Genesis model will be created with the needs of our customers in mind, so the resulting car will perfectly meet their needs without any unnecessary burden or excess.”

Fitted with the latest proactive safety technologies, intuitive convenience features and IT connectivity, Genesis models are engineered to provide excellent ride comfort while retaining confident sportiness.

To develop a distinctive and differentiated design for the new Genesis brand vehicles, Hyundai Motor 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 Center. The work of the new Prestige Design Division will be overseen by Peter Schreyer, as part of his group-wide design responsibilities as President and Chief Design Officer (CDO) of Hyundai Motor Group.

Peter Schreyer commented, “In creating the design signature of Genesis brand cars, we set out to display confidence and originality, creating highly desirable products that present new charm through innovative styling and proportions.”

The name ‘Genesis’, which also means new beginnings, hints at the new values and standards that the brand will bring to the global luxury car market. Initially on sale in the Korean, Chinese, North American and Middle Eastern luxury car markets, the Genesis brand will expand its reach to Europe and other parts of Asia as the model range grows to full strength.

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 Motor has grown quickly to become one of the world’s leading automakers. The strategic decision to create an all-new luxury car brand is recognition of 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.
 

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This is pretty exciting. The Santa Cruz is definitely going to be a Hyundai, but aside from that, this really represents Hyundai maturing and becoming a major automaker like many of the others we know so well (Ford/Lincoln, Toyota/Lexus, Nissan/Infiniti, Volkswagen/Audi, etc...).

I just can't wait till they make a halo car out of the Vision G Coupe that was shown at Pebble Beach. That was such a beautiful car. I also will be interested to see how Genesis practices in order to follow through on this line that came from an Auto Guide article:

Hyundai says the new model line-up will distance itself from the tech-overload of brand-focused competitors and will instead concentrate on a personalized, hassle-free customer experience.
 

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Great emblem design and Hyundai can cover a wider range of consumers with their more affordable models under the Hyundai marque and the more expensive ones under Genesis.
are they really going to base their first model off the Vision G Coupe?
 

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It is possible because the Vision G Coupe was based off of the second-generation Genesis sedan platform.
 

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Well they are first converting 3 models to the Genesis brand. Can't remember exactly which ones. But after that, the first completely original model that genesis comes out with could very well be a halo car based on the Vision G concept.
 

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Are they going to convert the already existing 2015 Genesis models to the new brand? Not sure what the third one will be.
 

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Just thought of something. Will Hyundai divert their resources to the new Genesis brand instead of the Santa Cruz?
 

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Great emblem design and Hyundai can cover a wider range of consumers with their more affordable models under the Hyundai marque and the more expensive ones under Genesis.
are they really going to base their first model off the Vision G Coupe?
Only downside of it is it looks a lot like what Aston Martin's badge. Hyundai should have been more original.
 

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I read that Genesis is working on the 3-Series.

Hyundai Motor America CEO Dave Zuchowski has confirmed the recently announced Genesis brand will eventually offer a sedan to battle the Audi A4, BMW 3-Series, and Mercedes C-Class.

Speaking to Wards Auto, Zuchowski said there is an "entry-level sedan coming" and will be about the same size as the 3-Series. He went on to suggest the model could spawn a couple of derivatives including a crossover.
Hyundai's Genesis brand to offer a BMW 3-Series competitor | Wcf news | Motor1.com
 

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That's a smart strategy since that segment has few options for those discouraged to get a Euro vehicle and instead want an alternative that's still attractive and dependable, along with affordable.
 

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I mean all the sudden there is American, European/German, Japanese AND Korean luxury. It will be interesting to see how Hyundai is able to sell not only the Genesis brand, but also Korean luxury.
 

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I mean all the sudden there is American, European/German, Japanese AND Korean luxury. It will be interesting to see how Hyundai is able to sell not only the Genesis brand, but also Korean luxury.
Well so far they seem to be doing well with Genesis models and the Equus, from personal experience alone it's been impressive, having seen more Genesis sedans and Equus' than I expected.

They just need to follow that recipe and keep enhancing it, which is what they're actively doing.
 

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I wonder how long the Genesis brand has been planned. I'm just thinking of how the lst genesis model came sporting its very own emblem. i don't think something like that happened by accident.
 

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Considering what the Hyundai name has long been associated with, they had to make this branding move to venture into different models and better its chances of success. Safe to say this was planned since day one.
 

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With the Ioniq coming out (Hyundai's EV, fuel cell, hybrid) I am wondering if the Genesis brand will also get some alternative fuel power trains as well.
 

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Full specs were just released on the G90. Here's the most important stuff with a link to the whole thing.

the G90 is 204.9 inches (5205 mm) long, 75.4 inches (1915 mm) wide, 58.8 inches (1495 mm) tall, and with a 124.4 inches (3160 mm) wheelbase. Depending on the model’s configuration, weight varies from 5,335 lbs (2,420 kg) to 5,721 lbs (2,595 kg) and all of them have a trunk capacity of 17.1 cu ft. (484 liters). Genesis gives prospect customers the opportunity to choose between newly designed 18- and 19-inch alloy wheels.

As far as the engines are concerned, three units will be offered: the entry-level 3.8-liter GDI, the mid-range 3.3-liter T-GDI, and the range-topping 5.0-liter GDI. The 3.8 is rated at 310 hp (231 kW) and 293 lb-ft (397 Nm) which is enough for a 0-62 mph (0-100 km/h) sprint in 6.9 seconds. Upgrade to the newly developed 3.3 turbo and you get to control 365 hp (272 kW) and 377 lb-ft (510 Nm) granting the full-size luxury sedan with a sprint in 6.2 seconds. The V8 is the cream of the crop with 418 hp (312 kW) and 384 lb-ft (520 Nm), enough for a quick run in 5.7 seconds.
Genesis G90 full technical specs inside | Wcf news | Motor1.com
 
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