Genesis aims to dominate the luxury car industryOctober 2, 2020
The premium brand Hyundai plans to expand its lineup to six models during the year.
Five years ago, Hyundai Motor Company took a bold step with the Genesis luxury brand. Some critics thought it would ultimately fail, but as it turns out, they were wrong. Genesis is a major success, although the brand is just about to release its fourth model. The Genesis G70 has shrunk the customer base of the BMW 3 Series sports sedan in its favor, while the second-generation G80 and revamped G90 continue to provoke their more expensive German competitors. The Genesis GV80, the brand’s first SUV, will go on sale soon, followed inevitably by the GV70 luxury crossover.
Genesis plans to expand its lineup even further over the next 12 months. During a recent webinar, the Detroit bureau was briefed by Genesis US CEO Marc Del Rosso of this bold plan that will solidify the company’s presence in the luxury car market.
In addition to the GV80 and GV70 SUVs, sometime in 2021, Genesis will unveil its first all-electric model, which will be a crossover. In fact, a year from now, Genesis will be advertising six vehicles on its official website instead of the current four, thus expanding the range from one model (G90) to six in just 6 years. This is incredible for the industry, as is keeping to a schedule during a global pandemic. All Genesis vehicles are currently manufactured in South Korea. It is possible that this may someday change, especially given the importance of the American market.
“Given our plans and brand development, I believe we should consider all possibilities, including manufacturing in the US. But for now we are focused on Korea as the only production site for Genesis, ”said Del Rosso. Above all, the CEO sees the company’s mission as “disrupting and dominating the luxury consumer mobility industry.”
Another challenge that not only Genesis but every other car manufacturer faces is to create a sense of heritage. BMW and Mercedes-Benz, for example, have 198 years of heritage and traditions that include everything from design to motorsport. Needless to say, Genesis doesn’t have that, although it’s not necessarily a bad thing. “Sometimes legacy becomes a heavy burden on a designer. We’re building a legacy right now, ”said Chief Designer Sang Yup Lee.
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