Photo of Euisun Chung, vice chairman, announcing the Genesis luxury brand courtesy of Hyundai.
LOS ANGELES — Hyundai plans to launch six new models by 2020 under its Genesis nameplate, which will become a standalone global luxury brand that will compete with other luxury automakers, Hyundai has announced.
Genesis will operate alongside Hyundai and offer "a personalized, hassle-free customer experience," according to a release.
Hyundai has set up a distinct design identity, emblem, and naming structure to differentiate the Genesis brand from Hyundai. Genesis models will be badged with a new wing-type emblem, redesigned from the version used on the current Genesis model.
Genesis will also adopt a new alphanumeric naming structure. Future models will be named by combining the letter 'G' for Genesis with a number, such as 90, 80, or 70 to represent the segment.
To develop a different design for the new Genesis brand vehicles, Hyundai Motors has created a Prestige Design Division. The new division will be overseen by Peter Schreyer, Hyundai's president and chief design officer, as part of his groupwide design responsibilities.
The Genesis brand will initially go on sale in the Korean, Chinese, North American and Middle Eastern markets, and will expand its reach to Europe and other parts of Asia as the model range grows to full strength.