Hyundai has ruled out the idea of launching a new Genesis prestige brand to rival the likes of Lexus and Infiniti, according to reports out of the US this week.
Speaking at Hyundai's Californian studio, the brand's chief designer Chris Chapman said it would not be cost-effective to launch a new brand.
Instead, like Ford's Mustang - which wears no Ford badging - Hyundai will market the car around the Genesis badge. (A strategy confirmed to TMR by Hyundai Australia's Guido Schenken last week.)
For now, Hyundai offers the large Genesis sedan and the Genesis Coupe. Replacements for both are expected to debut in 2014; Hyundai has also confirmed an Australian debut for the next generation coupe.
Chapman would not confirm any details for the new coupe however, promising only that it will be "a game changer" for the brand.
At Hyundai, Chapman reports directly to Hyundai-Kia design boss Peter Schreyer, responsible in no small part for Kia's style-led sales revolution.
So, while the company will not spin Genesis off into a separate Lexus-like brand, it is clear that the Genesis range will continue to represent the best of Hyundai.