Add another upscale nameplate to the new-car business: Genesis.
Hyundai is in the process of launching its new Genesis brand, previously the name of both one of its sedans and a sporty coupe, as a separate identity for its top models. Existing vehicles will be renamed under an alphanumeric structure beginning with the letter “G.” Thus, the top-of-the-line Hyundai Equus will become the G90 and the current Genesis sedan will be called the G80. The brand will eventually swell to encompass six models, including a new G70 midsize sedan, an upscale SUV and a sports coupe, with all six models launching by 2020.
The Genesis models will be sold in the same showrooms as the existing Hyundai cars and crossovers, but with a specific styling theme and upgraded customer service.
“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,” says Euisun Chung, Hyundai Motor Company vice chairman.
— Jim Gorzelany
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