Report: Hyundai still considering Genesis upscale brand

2012 Hyundai Equus

In order to create a larger gap between the Hyundai brand and the premium vehicles it produces, the automaker is considering making a sub-brand under the Genesis label for the U.S.

Badges would be swapped on rear-wheel drive models including the Genesis sedan and coupe, and the Equus, and would trade in their current model names for an alphanumeric system. Although it would be a separate brand, Hyundai says the premium models would still be sold at its dealerships, and that a fully separate luxury brand is not at all an option.

“There’s a conversation going on within the company that says, ‘Does having the Hyundai badge on the premium vehicles sell more vehicles, or does it restrict us from selling more vehicles?'” said Dave Zuchowski, executive vice president of sales for Hyundai Motor America.

Sales numbers for Hyundai’s premium models certainly make the debate worthwhile, with 3,193 Equus models sold in its first full year released, well over the 2,300 the automaker anticipated. As for the Genesis Sedan and Coupe, sales for these models were up 13 in 2011 from 2010, putting 2011 total at 32,998.

With redesigns coming up for all of the premium models in 2013, Hyundai would have its best opportunity to make that move with the launch of the new generation.

– By: Alexandra Koken

Source: AutoNews