Hyundai is still considering branding Genesis as the automaker’s separate luxury line that includes Genesis Sedan, Genesis Coupe, and Equus, as reports said.
The South-Korean automaker has introduced Genesis back in 2007 as the company’s luxury model, changing the public conception that the company produces “cheap” vehicles. Following the success of the Genesis sedan, Hyundai has come up with two additional cars to date – Genesis Coupe and Equus – that are considered premium.
Sub-branding the automaker’s luxury line is not uncommon, as Japanese precedents are already doing it. Lexus is the luxury brand of Toyota, Acura is upper scale of Honda, and Infinity is premium level of Nissan.
According to a report by Automotive News, the cars would still be sold from the same Hyundai dealers, but the cars’ upscale intentions may be burnished by rebranding.
Once the rebranding takes place, the vehicles would receive a new alphanumeric designation. The new badge for these lines has not been confirmed yet, but Genesis in Korea has its own unique badge apart from the Hyundai’s skewed “H” sign.
Some suggests, such as Autorevolution, that Hyundai could sell the current models with dealer-installed badgers. However, Hyundai’s Executive Vice President Dave Zuchowsi told Automotive News that the automaker would introduce redesign of the cars, not just new badges.
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