Hyundai Motor’s latest offering “Genesis” is the automaker’s entry ticket to the global luxury vehicle market. The company plans to launch 6 new Genesis models by 2020 – in line with their global extension strategy.
Genesis will be marketed under a brand identity of its own to differentiate it from Hyundai. The distinct identity will be established through an emblem, a new alphanumeric naming structure and enhanced customer service experience. All future models will be a combination of the letter “G” with a number representing the segment and a wing-type emblem based on the design of the current Genesis emblem. The vehicle will feature the latest proactive safety technologies and IT connectivity.
The branding efforts will be handled by the newly created “Prestige Design Division”, headed by Luc Donckerwolke, Head of the Hyundai Motor Design Center, who is famous for being involved in the design of globally renowned brands like Audi, Bentley, Lamborghini, SEAT and Skoda.
Hyundai has come a long way since the launch of its first car in 1967 and has made a name for itself in small and mid size passenger vehicles aimed at the average middle class segment. The launch of a luxury car brand will open a whole new avenue for the company and heralds its strategic plans to compete in all market segments.