Hyundai rules out a Genesis sub-brand - report

2013 Hyundai Genesis 15.8.2012
2013 Hyundai Genesis 15.8.2012

Sub-brand wasn't cost effective

Hyundai has been considering a Genesis sub-brand for over a year and a new report is indicating the company has axed the idea.

Details are limited but Hyundai America chief designer Chris Chapman reportedly confirmed the news earlier this month. He went on to say the idea was dismissed because it wasn't cost effective.

Instead, Chapman wants the company to have 'iconic' cars that transcend the Hyundai name. As he explained, the Ford Mustang lacks Ford badging but everyone knows what it is.

Chapman went on to say next-generation Genesis Coupe will be a step in the right direction as it will reportedly be a game charger. Little is known about the model but it could be launched in late 2014 or early 2015.

Source: Hyundai Blog

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Comments (2)

Dude von Dudenstein Dude von Dudenstein
They should have made an upmarket brand of Hyundai. Kia should then focus on cheaper models, like Lexus and Toyota.
Jul 26th, 2013 6:12pm
0 1
tuga tuga
I think that's what they're trying to do, but it takes a really long time ( and a lot of money ). Also, news about the creation of a Hyundai luxury brand have been floating around for many years now. The first gen Genesis sedan was supposed to be the first product to use it.
Jul 26th, 2013 6:33pm
2 0