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| Photo Credit: Hyundai Motor America |
It's only a human condition to judge ourselves in the company we keep. It is also natural for even comfortable individuals to seek a higher status. For automakers, having a foothold in the general automobile market is often not enough. After-all, why would Cadillac and Lincoln exist when a Chevrolet or Ford is well-suited to most drivers? Entering the luxury car market provides the chance to explore heightened vehicle refinement, greater technology and generally a higher profit margin per vehicle sold.
In the late 1980s, Japanese auto companies that made gains as a producer of vehicles demanded by the general driving public entered the premium product genre. Honda created Acura, Nissan created Infiniti and Toyota founded the Lexus brand. Starting in December, Hyundai will become the latest entrant into the premium automobile industry.
Hyundai will elevate the name of their Genesis rear-wheel drive sedan to the forefront described as a 'Modern Premium' marque. Identified with a wing-like emblem, the new Genesis premium marque will be defined by its own unique designs. Starting with the sedan, this new luxury make will consist of six vehicles by 2020. The Genesis brand products will be identified through an alphanumeric naming structure. Incorporating a 'G', the Genesis brand products will be assigned a double-digit number. The naming will appear similar to what was recently adopted by Infiniti.
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| Photo Credit: Chris Nagy |
One quality stated to be found in the upcoming Genesis luxury brand is a heightened focus on customer-friendly interfaces. Embracing smart technologies as well as other electronic efficiencies and connectivity solutions, the brand does not aspire to inundate the occupants with every technological touch said to be the goal of other luxury car companies."We have created the new Genesis brand with the complete focus on our customers who want smart ownership experiences that same time and effort, with practical innovations that enhance satisfaction," said vice chairman of Hyundai Motor Company Euisan Chung.
The new Genesis brand will be guided by Luc Donckerwolke starting in the middle of 2016. Donckerwolke joins Hyundai from Volkswagen Group. Hired from Audi who has been working with Hyundai and Kia since 2005, Peter Schreyer will be in charge of the Prestige Design Division that will shape the new luxury vehicle line. Launching in North American, Korea, China and Middle East, Genesis is also being eyed for expansion in Europe as well as other parts on the Asian continent.
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