Genesis is now Hyundai’s global luxury brand

Hyundai announces Genesis as an all-new global luxury brand. A new design identity, emblem, customer experience, and range of models will start rolling out by December of 2015.

As Hyundai announced, Genesis will be a separate entity that will operate alongside with them. The new brand aims to deliver 'human-centered' luxury that will be represented through 4 key aspects: human-focused innovation, refined and balanced performance, athletic elegance in design, and hassle-free customer experience.

We have created this new Genesis brand with a complete focus on our customers who want smart ownership experiences that save time and effort, with practical innovations that enhance satisfaction. The Genesis brand will fulfill these expectations, becoming a market leader through our human-centered brand strategy said Hyundai Motor Company Vice Chairman, Euisun Chung.

The new Genesis brand's goal is to deviate from the traditional ways of the current names in the industry. They are set to concentrate on personalized and positive experience for their customers. The new model lineup's design and driving dynamics will be tailored to closely fit the needs of the buyers. In addition to that, they promise to have the sales and service staff provide quick and attentive service to the customer's requests.

For the design concept of the new vehicles, Hyundai Motor has created a Prestige Design Division. Luc Donckerwolke – who was previously responsible for the design of Audi, Bentley, Lamborghini, SEAT and Skoda models at the Volkswagen Group – will lead this team. He still keeps his role as the Head of the Hyundai Motor Design Concept.

The new models will bear a redesigned wing-type emblem based from the current Genesis logo to give it a more luxurious look. Vehicle naming will be different as well. The lineup will have an alphanumeric naming structure that will start with 'G' (for the obvious reason). It will be followed by a number such as 90, 80, 70, and so on, representing each segment.

Although Hyundai announced that the 6 new models will roll-out from in periods between December 2015 to year 2020, there has not been any official statement from them as to which models are we looking forward to. Also, Hyundai Philippines hasn't announced anything about new Genesis brand yet and when will it land our shores. Until then, all we could do is to wait and guess what's in store with this new Korean luxury brand.

For now, check out the current Genesis coupe line up by visiting the AutoDeal Car Guide.