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.