Hyundai Rules Out Spin-Off Genesis Brand: Report

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.)