2017 Hyundai Genesis
Genesis G70 Photo: Supplied

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Andrew Maclean | Jan, 17 2018 | 0 Comments

Hyundai's new luxury brand Genesis is set to ruffle up the premium vehicle establishment when it launches in Australia within the next two months with incentives currently unmatched by key rivals.

Customer benefits will underpin the maker's strategy and join the renamed and revised G80 that was previously sold just as the Genesis sedan and a compact G70 that will be positioned against the likes of the popular Mercedes-Benz C-Class and BMW 3-Series.

Hyundai Australia COO Scott Grant told Australian media that the South Korean company is in the final stages of finalising pricing and specifications as well as how the brand will be positioned and what the key customer benefits are.

One of those attributes is likely to be best-in-class warranty coverage with Genesis models matching the five-year and unlimited kilometres guarantee offered by Hyundai.

When asked specifically if Genesis would do that, Grant coyly replied: "It may include that..."

The five-year warranty easily trumps most European makes that offer three years and is better than the longest coverage offered by Japanese brand's Lexus and Infiniti at four years/100,000km.

Beyond that, Grant said the company is still locking down a pricing strategy for the Genesis models and is currently dealing with an internal debate about whether it would be more attractive to undercut its competitors or match them on price but offer more standard equipment.

"I think one of the components is the pricing structure and one of the arguments we are wrestling with internally is whether we come to the market with a value proposition that is traditionally Hyundai-like or do we try and position this product where we are comparable based on spec and deliver quality, and perhaps control the volume a little," he said.

"Taking a more patient view is just one of the concepts for that brand."

Whichever way it goes, Grant said the product "has to stack up" against its rivals first and foremost. But he conceded that Genesis is also looking at a number of unique customer initiatives to pull buyers away from the traditional players.

"We’ve got a range of concepts that are in the plan," he said.

"The product needs to stack up on its own but we intend to provide a customer experience and service that is equal to, if not better, than in our industry."

Official details of the introduction of Genesis and the G70 and G80 are expected to be confirmed ahead of its official launch around April.

MORE: Hyundai News and Reviews 

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