Hyundai Launches New Genesis Brand With Premium Features and Luxury

Maybe you've seen, driven, or even own one of the Hyundai Genesis models. From their top-of-the-line Equus sedan to the spritely little Genesis coupe, they're sporty, sexy, and offer more luxury features than other models in the Hyundai lineup.

Following the example set by Toyota and Nissan -- who have already successfully extended their practical reputation with their own upscale offerings via their Lexus and Infiniti brands -- Hyundai seeks to expand beyond its value-driven personality into the luxury segment with its new upscale Genesis brand intended to compete against such premium German brands as Audi, BMW, and Mercedes-Benz.

Since its arrival in the United States in 1986, Hyundai has worked diligently to improve its quality reputation, and firmly established itself in the American marketplace when it reached its peak sales volume in 2010. Unfortunately, the brand’s U.S. market share has fallen steadily since then, so Hyundai has launched its dedicated new Genesis luxury brand to remedy that problem.

Plans have been in the works for several years, as Hyundai began hiring experienced luxury engineers, designers, and executives to design, develop, and sell the new brand. Chief design officer Peter Schreyer (initially hired to sharpen up Kia) leads the company's newly formed Prestige Design Group. The design team is led by Bentley veteran Luc Donckerwolke, Lamborghini expat Manfred Fitzgerald left his post as director of brand and design at Lamborghini to become the global brand leader, and the former VP of engineering for BMW’s sporty M division, Albert Biermann, will oversee tuning and performance.

Hyundai formally launched its new luxury brand at the 2016 Detroit Auto Show in January, with its first car -- the 2017 Genesis G90 -- a redesigned version of its flagship Hyundai Equus sedan. A smaller midsize G80 sibling that will replace the existing Hyundai Genesis has also been announced. Both vehicles boast premium craftsmanship; innovative technology; refined, powerful and responsive powertrains; and promise to include as standard equipment many features that would be optional on their competitors. The company is also promising an exclusive "Genesis Experience" luxury shopping and repair experience with amenities intended to contribute to stress-free ownership and provide its customers with the luxury of time.

Following in the footsteps of its parent brand, Genesis models will offer an industry-leading five-year comprehensive warranty, with 10 years or 100,000 miles on the powertrain. Additionally, the warranty also includes free maintenance for three years with valet pick-up and return; according to Genesis PR, that covers the entire ownership period of 75 percent of luxury car buyers. Concierge services, traffic and satellite data services, and all software updates are also included.

The first G80 and G90 Genesis sedans will go on sale later this summer; the company expects to launch the new brand at just over 300 dealers nationwide. Genesis brand general manager Erwin Raphael promises four more vehicles by 2021, including a compact G70 "BMW 3 Series fighter" sport sedan, a sporty a G70 coupe, and two crossover SUVs; all of them offering rear-wheel drive performance, as well as all-wheel-drive options.

Are you shopping for a new Genesis vehicle?

Check out the AskPatty Auto Buying Service, where you can research specs and pricing on both Hyundai and Genesis vehicles. Once you’ve determined the model you want to buy, visit the AskPatty Car Buying Service to experience the simplest and most convenient way to buy a new car.

 

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