Hyundai to turn Genesis into a separate brand

Hyundai has announced it will split the Genesis name away from the rest of its range and is creating a new luxury brand.

Previously the Genesis name was only attached to the company’s range-topping luxury saloon, but now it will be completely separate, with as many as six models set to be released under the new brand by 2020.

Hyundai says that there will be clear differences between its main range and the Genesis brand, with the new models getting a distinct design, a new emblem and its own naming structure. It also says Genesis will major on customer service.

It is this personalised service that will be Genesis’s main selling point, rather than what Hyundai calls a “traditional technological overload“ it says its competitors have used.

The branding will be a development of the wing-type logo used on the current Genesis saloon, while the naming structure will have models use a number after the letter G - G90, G80, G70 etc.

The look of the new division at Hyundai will be crafted by former Volkswagen Group designer Luc Donckerwolke, who starts in the new role from the middle of 2016. He will report to the existing president of design for the Hyundai Group, Peter Schreyer.

Hyundai has not yet confirmed what the six new models will be, but it has said that the rollout will start from December. One of the models could be a coupe version of the Genesis, as previewed by the Vision G concept car earlier this year.

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