Hyundai announces Genesis luxury car brand

Korean car manufacturer Hyundai has announced plans to spin-off Genesis into a full blown luxury car brand as it continues to diversify into new segments beyond mainstream cars.

Earlier this year, Hyundai launched the N sub-brand to cater to buyers interested in purchasing high-performance cars. And it seems Hyundai’s diversification drive won’t stop there, with the company now confirming its intention to sell luxury cars under the Genesis moniker.

The Genesis brand will be what Infiniti is to Nissan and Lexus is to Toyota, which reclaimed the number 1 car maker spot following Volkswagen’s emission scandal.

“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 cars will follow a new nomenclature, with the letter ‘G’ combined with a number, 90, 80 or 70 etc., representing the segment.