By 2020, six new Genesis models will make up the range, starting with the current Genesis and Equus models, which now wear Hyundai branding.
Hyundai said that every Genesis model will embody four key qualities: human-focused innovation, refined and balanced performance, athletic elegance in design and hassle-free customer experience.
While the announcement focused on the US market, the brand will be launched globally starting from December, and promises to offer buyers the same personalised, customer-focused experience that current Genesis owners experience.
Initially, products will include the G80, a re-badge of the current Genesis, and the G90, acting as a replacement for the larger Equus sedan due to arrive next year.
A smaller sedan will follow, aimed at the BMW 3 Series, and expected to wear G70 badges.
Additional models to join the range by 2020 will include an SUV and a more on-road focussed crossover, while a coupe, similar to the Vision G concept from this year’s Pebble Beach Concours, may also join the range.
Underpinning the Genesis brand will be a rear-wheel-drive platform, something Hyundai considers essential to be able to compete in the upscale market.
Over time engine technology is likely to move away from the Genesis’ current naturally aspirated 3.8 litre V6 and 5.0 litre V8, towards downsized turbocharged engines, with a focus on high tech and low emissions.
Styling for the Genesis brand will be overseen by former Volkswagen Group designer, Luc Donckerwolke, whose portfolio includes the Lamborghini Murcielago and Gallardo, as well as Bentley’s EXP 10 Speed 6 concept.
Initially Genesis vehicles will be sold from dedicated showroom spaces within existing Hyundai dealerships, but as the model range, and the brand grows, expect stand-alone dealerships to begin to appear.
Hyundai also suggested that Genesis may dispose of some traditional dealership models, and instead focus on ways of adding value by saving customers time and effort - Essentially putting staff on the road to come to a customer’s home or workplace for vehicle delivery, servicing and the like.
In Australia the Hyundai Genesis sits just behind the Audi A6 and Jaguar XF on the sales charts, and outsells the Lexus GS nearly four-to-one. The Genesis however occupies a different sales class on the VFACTS charts, owing to its lower starting price.
The move to a stand-alone brand could help mainstream Hyundai distance itself from Genesis and its upscale aspirations, while adding a more affordable medium sedan to the range will entice new buyers.
TMR will bring you more information on the roll-out of Genesis, including plans for Australia, as they are announced.