Hyundai to make Genesis a separate brand

Genesis was the name for Hyundai’s top-of-the-line luxury sedan, which now will be turned into a new separate brand altogether. The Genesis brand will encompass as many as six models by 2020.

Hyundai says that the Genesis brand will be different from its main range and will sport a new emblem and its own naming structure.

Genesis will be focussing majorly on customer service.

The branding will be a development of the wing-type logo used on the current Genesis saloon, while the naming structure will have models use a number after the letter G – G90, G80, G70 etc. The look of the new division at Hyundai will be crafted by former Volkswagen Group designer Luc Donckerwolke, who starts in the new role from the middle of 2016.

He will report to the existing president of design for the Hyundai Group, Peter Schreyer.

Hyundai has not yet confirmed what the six new models will be, but it has said that the rollout will start from December. One of the models could be a coupe version of the Genesis, as previewed by the Vision G concept car earlier this year.