Hyundai to launch luxury brand to rival Lexus

Hyundai has announced it will launch a luxury sub-brand to rival Lexus and German car-makers like BMW, promising six Genesis-badged models by 2020.

Initially, the Genesis brand will launch in North America, China, Korea and the Middle East, but is only expected to come to Europe and our market once the brand has been more established.

Early reports are that the Genesis brand’s first car will be a replacement for the large Equus limousine in the US, Russia and China, renamed as the Genesis G90.

Confusingly, the large Genesis sedan sold in Australia will be renamed the Genesis G80 as part of the brand’s launch but will probably continue to be called the Hyundai Genesis here and in Europe. Later on, according to rumours, a luxury SUV and sporty coupe will follow an all-new, rear-wheel drive mid-size sedan in 2017.

All models will be designed by former Lamborghini and Bentley designer, Luc Donckerwolke, following his defection to Hyundai from the Volkswagen Group June this year.

Explaining the brand at a press conference late last night, Hyundai’s vice-chairman Woong-Chul Yang, said: "The Genesis models will provide technological innovation, excellent driving performance and luxury to customers. Every Genesis model will be created with the needs of our customers in mind, so the resulting car will perfectly meet their needs without any unnecessary burden or excess."

Bill Thomas, Hyundai Australia General Manager of PR, has told motoring.com.au that the local line-up will grow to six models by 2020. In addition to the Equus successor (G90) and existing Genesis sedan (G80), Hyundai will introduce four more products to the local market: a luxury compact sedan coming in 2017; a luxury mid-size crossover utility vehicle; a luxury sports coupe; and a luxury sport utility vehicle.