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.
“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