Hyundai decides against spinning off Genesis, Equus luxury brands

2011 Hyundai Equus
2011 Hyundai Equus

This is something we wish was an April Fools joke but it’s not. Hyundai has decided against spinning off the Genesis or Equus nameplates to create an independent premium brand due to the cost involved and possible damage it may bring to sibling nameplates.

Hyundai original considered spinning off the Genesis or Equus nameplate into premium brands that would compete with the likes of Lexus or Infiniti.

“There are no plans for Hyundai to make a separate brand,” Vice Chairman Shin Jong-Woon said.

According to spokesman Frank Ahrens, Hyundai’s executives are worried it would cost too much and undermine the image of other models at a time when Hyundai is trying to position the entire lineup as ‘modern premium.

2011 Hyundai Equus:

– By: Omar Rana

Source: Automotive News