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Hyundai Genesis to become a stand-alone luxury brand

Author: Stephen Goldasz

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Hyundai Genesis to become a stand-alone luxury brand

Summary

Hyundai is planning to launch a premium sub-brand using the same name as its Genesis luxury saloon.

The Genesis sub-brand will look to rival the likes of Lexus and Infiniti. Hyundai is aiming to have a range of six new models for the Genesis range by 2020.

How many, if any, of these new Genesis-branded cars will reach the UK car market is currently unclear. However, Hyundai does currently offer the Genesis saloon in Britain.

The Hyundai Genesis saloon is currently priced from £48,005 and rivals the likes of the BMW 5 Series, Mercedes E-Class and Jaguar XF. The sort of premium cars it goes up against, along with its big 3.8-litre V6 engine makes the Genesis stick out next to all other current Hyundais.

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Hyundai has recently established the Prestige Design Division which aims to create new, distinct exterior and interior designs for the Genesis saloon. The Division has already been launched in Asia, North America and the Middle East and Hyundai are reportedly aiming to expand it to European markets.

A car of a similar size and design to the current Genesis saloon is likely to feature amongst the six-model range in the upcoming Genesis sub-brand. What other cars will feature in this sub-brand is unclear, but could potentially include a 3 Series-rivalling compact saloon, a compact crossover and a luxury 4x4.

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