Hyundai is joining the luxury car market by launching its own series under the name of Genesis, which will compete with the likes of Toyota Lexus and Nissan Infiniti.
According to Hyundai's press release last Wednesday, the brand aims to launch six vehicles under the lineup by 2020.
The Korean car company has long been planning for the introduction of the Genesis lineup, which should not be mistaken for the existing full four-door sedan with the same name.
Back in 2011, Drive exclusively reported that Hyundai Australia's Roland Rivero, who was head of the product planning at that time, said that there were several things about the plan that needed to be considered and nothing had been set on stone.
But now, the plans on the luxury brand have been pushed through. The Genesis will be a fresh lineup and will carry its own logo, the winged badge seen on current Genesis cars.
"The Genesis models will provide technological innovation, excellent driving performance and luxury to customer," Woong Chul Yang, Vice Chairman of Hyundai Motor, said in the press release.
Reports also stated that there will be a separate customer service experience for the series as well as its very own design studio led by Luc Donckerwolke, formerly a designer for Bentley and Lamborghini.
Hyundai will also give a special treatment to the Genesis lineup displayed in showrooms and will specially train employees who will have extensive knowledge on the vehicle.
The Korean car maker is aiming to be head to head with popular brands of luxury cars. With their entrance to this particular market, Hyundai Genesis is expected to have a sophisticated design and excellent driving dynamics, also putting emphasis on a personalized and "hassle-free customer experience."
Currently, the company has two Genesis cars available for sale — the sporty coupe and the luxury sedan. The coupe has reached the end of its cycle and the current Genesis sedan model is two years old.
