Hyundai is once again looking to move up-scale with a new Genesis sub-brand for its premium vehicle offerings. The move has been under consideration for the last couple of years, but Hyundai is now getting serious about removing the “Hâ€-badge from its luxury-oriented rear-wheel drive vehicles.
Although not a complete separation from the brand like Toyota’s Lexus or Nissan’s Infiniti, the move to a Genesis sub-brand would allow Hyundai to target more up-scale segments. The Genesis models – which would include the Genesis coupe, Genesis sedan and Equus – would still be sold through Hyundai dealerships, but would be sold under the Genesis brand with an alphanumeric naming system.
“There’s a conversation going on within the company that says, ‘Does having the Hyundai badge on the premium vehicles sell more vehicles, or does it restrict us from selling more vehicles?’” Dave Zuchowski, executive vice president of sales for Hyundai Motor America, told Automotive News.
Zuchowski notes that many Genesis buyers have sprung for a dealer option that replaces the Hyundai logo with a Genesis badge.
Hyundai has yet to make an official decision on the Genesis sub-brand, but Zuchowski says the company has completely ruled out the possibility of launching a stand-alone luxury brand due to the requirement of separate sales channels. If the Genesis sub-brand ultimately gets the green light, look for Hyundai to launch the division in 2013, coinciding with the launch of the 2014 Genesis and Equus models.
