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Genesis A Hyundai Luxury Sub-Brand? Photo:
Mike Stevens | Apr, 20 2009 | 1 Comment

If John Krafcik - Hyundai?s boss in the US - has his way, we could soon see a new luxury brand on the market: Genesis.

It?s not so difficult to believe, either, when you look at the path taken by the likes of Toyota, Nissan and Honda as the big Japanese brands transitioned into the luxury market through sub-brands Lexus, Infiniti and Acura.


With the quality of Hyundai?s offerings swiftly gaining on its competitors (and surpassing more than a few of them, according to J.D. Power?s Initial Quality survey for 2009) it seems like a natural step for Hyundai to seek to separate its Genesis and Equus models from the company?s volume sellers.

john-krafcik_01 Krafcik recently spoke with Ward?s Auto and hinted at the possibility of a luxury sub-brand for the Korean giant-killer, saying ?it would be like Lexus.?

In Krafcik?s vision, the Genesis brand would be sold through existing dealerships, sectioned off in its own area of the showroom.

?That?s a good way to go. That way, dealers don?t have to spend $5 million, $10 million on a new luxury brand. Sectioning off the brand, that?s the Holy Grail.?

Hyundai Genesis

The Hyundai genesis has picked up a slew of significant awards, including North America?s Car of the Year, the IIHS Top Safety Pick and a Ward?s Top 10 spot for its ?Tau? V8 engine.

Hyundai also displayed its Korea-only Hyundai Equus luxury car at the recent 2009 New York Auto Show, serving as both a demonstration of Hyundai?s abilities, as well as a possible sign of things to come for the Korean automaker in the US market.

[via Ward?s Auto]

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