Genesis to become Hyundai sub-brand

Genesis to become Hyundai sub-brand

Genesis is to become a standalone luxury sub-brand in the Hyundai stable, the South Korean car manufacturer has announced.

The vehicle was previously a saloon car, which sold in very small numbers in the UK. But now Hyundai, whose top-selling cars include the i10 and the i20, plans to revive the name by making it a high-end sub-brand with a six-strong range, with a new logo set to be revealed before 2020.

The new Hyundai Genesis sub-brand will place a greater focus on customer service.

It will continue a long line of other luxury sub-brands which have been distinct offshoots of more mainstream carmakers, including Lexus, Infiniti and DS.

Euisun Chung, vice-chairman of the Seoul-based motor manufacturer, says Genesis will concentrate on drivers who want to reap the benefits of "smart ownership".

He says the new brand will help customers to realise these hopes and go on to become a sector-leading player through what he calls its "human-centred" plan.

Copyright Press Association 2015