Automotive News reports Hyundai is still mulling the possibility of a luxury sub-brand. Vehicles like the Equus, Genesis Sedan and Genesis Coupe would all sail under a new Genesis brand sold through Hyundai dealerships. The models would also receive a new alphanumeric naming system to avoid redundancy. Dave Zuchowski, executive vice president of sales for Hyundai Motor America, told Automotive News the automaker is currently discussing whether or not selling premium vehicles with a Hyundai badge on the hood is restricting the company from moving more units.

The report says many Genesis buyers are opting for dealer-installed Genesis emblems in place of their Hyundai badges already. Even so, no final decision has been made about the possible rebranding nor has any time table been placed on the move. Zuchowski says if the Hyundai does decide to segregate its luxury models from the rest of the fleet, it would likely coincide with a significant redesign. That means if it happens, the shift will land in 2013 at the earliest.


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  • 78 Comments
      Cruising
      • 2 Years Ago
      Hyundai Equus to me was a look at what we can do type halo car and for the most part it has gotten much praise I will agree, but does that warrant another brand no, stay humble Hyundai. The reason people request new badging is because it looks cool, has nothing to do with any anti-Hyundai sentiment otherwise they would not even show up in your dealerships. If I was to drive a Genesis with new badging, I'm still going to call it a Hyundai not a Genesis.
      LJD
      • 2 Years Ago
      Only if they name all their models after Sega Genesis games. SSeeeeegggaaaa. I know y'all remember the intro noise for that console. Admit it.
        Muttons
        • 2 Years Ago
        @LJD
        I'd totally buy a Genesis Rastan, or a Genesis Sonic... Oh wait, GM has that name already...
      ExtraButta
      • 2 Years Ago
      Honestly, I think that would be a smart move for Hyundai at this time. They have made major strides as an auto manufacturer. Now more then ever is a time to start branching off the more luxurious/sporty lines of vehicles. The good thing is that they already from the outset gave those cars a different name (Genesis Coupe, Sedan, Equus) so its already been implanted in the minds of buyers that they are higher up than say the Elantra or Accent. Personaly, I think their quality is matching closely to the luxury brands out now. And at a fast pace. Are they EXACTLY on par with BMW or Lexus... No. But, neither Lexus, Infiniti were where Hyundai is in the same amount of time. BMW and Mercedes and other brands who from the very beginning were consider luxury brands obviously have a higher level of quality (materials) when it comes to their cars. To think that Hyundai can't pull off a higher lever brand under the Genesis moniker is thinking the same way when Toyota released Lexus... If anything history has shown that in this world anything can change peoples perception. The good thing for them is their cars are already doing the hard part for them and driving sales.
      Ask
      • 2 Years Ago
      Genesis? My old ass Sega game system had a name Genesis....
        Stew
        • 2 Years Ago
        @Ask
        pshh.. my old as bible had Genesis on it
      ruissimo
      • 2 Years Ago
      Though I wouldn't be opposed to a "Genesis" brand... I don't think Hyundai needs to be that dramatic - they DO, however, need to improve their dealership network, and perhaps offer standard amenities to Genesis/Equus owners (like standard loaner program, etc). As for nomenclature, why not do here what they already do in Korea? The Genesis, for instance, is named based on its engine. The 3.0L is the "BH300", the 3.3L is the "BH330", and the 3.8L is the -- you guessed it -- "BH380". I'll be picking up a "BH500 R Spec" in 2 weeks. CANNOT WAIT.
      CarCrazy24
      • 2 Years Ago
      It's about time! My parents were somewhat interested in checking out the Equus or Genesis, but even they questioned why their high end cars don't have their own brand similar to Acura/Infiniti/Lexus. I think that if they invest the money and advertising into making their dealership experience special, these cars will do very well.
      Felipe Politano
      • 2 Years Ago
      I have mixed opinions on this subject. On a first thought, it seemed like a logical move for Hyundai to bring the Genesis to market as a separate brand from day one, but look how far they've come in terms of brand awareness and status. Having an upmarket Hyundai surely helped the company sell lots of Accents and Sonatas, less in an aspirational way than in a 'technical endorsement' kind of thing - I mean, if they can come up with a luxury car, than those claims of a refined midsize might as well be true. So yes, I would green light a separate Genesis brand. That would help them move more Genesis sedans and coupes, and force them to invest heavily in even more high end engineering and technology, which would eventually filter down to the average Hyunday/Kia. Lexus, Acura and Lincoln would be in serious trouble, and the germans would have to keep an eye on a worthy contender from Korea within a couple of generations. But on the other hand, would that hurt Hyundai sales? Well, I don't see the brand going back to the almost Yugo-like econocar status it had some ten years ago. Maybe it's a little early to drive the aspirational Genesis away from the showroom floor. But maybe the Sonata and the all new Azera are as upmarket as Hyundai should be, and will help keep customer interest. What should Hyundai do? Well, I say it should try spinning off the Genesis brand in less traditional markets, like Russia, China, Thailand, Brazil, Mexico, Chile, South Africa and the Middle East. These countries are buying luxury cars in very reasonable numbers, and willing to try new luxury brands. These are also developing markets where the average Tucson or Elantra are selling well and considered fairly upmarket, so a Genesis won't be missed on Hyundai lots. Do that, Hyundai, and test waters on marketing, strategy and dealer network infrastructure before commiting to mainstream markets.
        Felipe Politano
        • 2 Years Ago
        @Felipe Politano
        By the way, if the Genesis/Equus all become a separate brand, then what would happen to the new Kia K9 RWD flagship? Would it become the most upmarket non-Genesis? Does it make any sense to take a luxury sedan away from Hyundai and give Kia one?
        Felipe Politano
        • 2 Years Ago
        @Felipe Politano
        And on a side note: Hyundai is already playing the alphanumerical thing in Korea, where the Equus is already badged as the VS460 or something.
        Wilsoch
        • 2 Years Ago
        @Felipe Politano
        One interesting point on the Genesis coupe, though ---- they've just updated it with the Hyundai nose, so it looks more like a Veloster than the Genesis sedan. Might be a bit awkward if they broke of Genesis into its own brand. I guess this move would be a few years off anyway, so maybe the next-gen coupe will change its look.
      clquake
      • 2 Years Ago
      Brand recognition and perception plays a huge part. If Genesis can differentiate the high end luxury cars from the value cars, they should go for it. Just the simple fact that Genesis buyers are swapping badges shows that it needs to be its own brand.
      • 2 Years Ago
      [blocked]
        Rick
        • 2 Years Ago
        We all know you masturbate to Honda.com, that's embarrasing enough.
        Darius
        • 2 Years Ago
        I bet you wish that were true however first the Impala would need to catch up to the interior quality of the Elantra let alone the Sonata. Also I doubt you read anything they said there may be a name shift in 2013. That is when the all new Genesis sedan debuts since it's been out since 2008.
        Monkaroo
        • 2 Years Ago
        I garauntee you that you've never sat in an Equus or Genesis. Anything GM has to rival it won't be out till the Summer with the new ATS and XTS. The leather quality in both Hyundai's is above family sedan grade and step below what you'd get in maybe a S-Class which is just fine for the price point.
          Joshua Bolden
          • 2 Years Ago
          @Monkaroo
          *correction* A few steps lower than the S-Class leather quality....
      Brian
      • 2 Years Ago
      Obviously a welfare queen and her 9 hood rat children running and screaming around the dealership while waiting on the oil change in their Accent doesn't make for a pleasant high-end buying experience and would drive alot of prospective Equus and Genesis buys away.
        mmazach22
        • 2 Years Ago
        @Brian
        As politically incorrect as that sounded, I still lol'd
        Glenn
        • 2 Years Ago
        @Brian
        Equus drivers never have to step into dealerships for service though. An authorized agent is summoned via iPad to pick up the car and leaves loaner Genesis for client. ...but yeah.
      • 2 Years Ago
      [blocked]
        Wyrmdog
        • 2 Years Ago
        Ow.
        Monkaroo
        • 2 Years Ago
        Actually I think you got it confused. the Equus looks better than the current LS. You should see them parked side by side. The Equus has more character lines and less blob on wheels look like many Lexus do nowadays. Lexus could stand to put some emotion in their products
      transam
      • 2 Years Ago
      "the automaker is currently discussing whether or not selling premium vehicles with a Hyundai badge on the hood is restricting the company from moving more units." You think? What are these guys doing over there, the Genesis should have been part of a new brand like Lexus and Inifinit since day one. I still would never buy one though. I prefer real luxury cars.
        Stew
        • 2 Years Ago
        @transam
        That's funny, what you are saying is what a lot people were saying when Toyota brought Lexus into the US. Most people in the US are brand ******. It wasn't untill recently that Europe and Japan got Lexus vehicles, they were sold as Toyotas.
          transam
          • 2 Years Ago
          @Stew
          The difference is that Toyota, Nissan, and Honda were selling top quality cars before introducing their luxury brands. Hyundai is still not on the same page quality (materials) and dynamically as the others are or were in the late 80s. I am realist enough to say that they have come a long way, but Hyundai is still not an elite car maker.
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