Hyundai launches new global luxury brand

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. Genesis will be a standalone brand that operates alongside the company's popular Hyundai marque. Hyundai Motor will launch six new Genesis models by 2020 and 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. 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.

The Genesis brand will feature a distinct design identity, emblem, naming structure and customer service offering. 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.

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."