Report: Hyundai axes plans to introduce Genesis sub luxury brand…?

Hyundai enthusiast blog Hyundai-Blog.com has apparently learned that Hyundai will not be introducing a luxury sub-brand as predicted by some to, which would allow the South Korean automaker to branch off into the luxury segments a la Toyota and the spawning of Lexus.

Having spoken with Hyundai’s chief American designer, Christopher Chapman in Irvine, California, word is the project is too costly to introduce a Hyundai sub-brand and that the automaker doesn’t want to invest that money. Initially, automotive journalists were speculating that Hyundai was going to introduce a sub brand in order to expand their luxury offerings based off of the Genesis lineup.

Instead, Hyundai seeks to make their luxury models icons rather than a separate brand, according to the report. An example provided by Chapman was the new Ford Mustang, which he says is “only referred to as a Mustang, with no Ford badges found on the vehicle.” Hyundai apparently seeks to do the same with the Genesis.

The next generation Hyundai Genesis coupe is said to be on its way by late 2014 or 2015, which will provide a pointer as to what Hyundai has in store for the Genesis lineup.

– By: Chris Chin

Source: Hyundai-Blog.com

Chris Chin

Editor-In-Chief of egmCarTech Freelance Automotive Journalist / Editor / Photographer

admin has 4401 posts and counting.See all posts by admin


All Balls 50-1085  All Balls Rear Independent Suspension Kit picture
All Balls 50-1085 All Balls Rear Independent Suspension Kit
OEM Suspension Strut Mount Insulator for Hyundai 55310 2D000 picture
OEM Suspension Strut Mount Insulator for Hyundai 55310 2D000
Suspension Strut Assembly-Meyle Front WD EXPRESS fits 93-97 VW Passat picture
Suspension Strut Assembly-Meyle Front WD EXPRESS fits 93-97 VW Passat
Suspension Strut Assembly-KYB Excel-G Rear Left WD EXPRESS 381 51036 469 picture
Suspension Strut Assembly-KYB Excel-G Rear Left WD EXPRESS 381 51036 469
Suspension Strut Assembly-KYB Excel-G Front Right fits 04-06 Pontiac GTO picture
Suspension Strut Assembly-KYB Excel-G Front Right fits 04-06 Pontiac GTO