Hyundai Motor Company, as many of you may have read by now, will launch its own global luxury brand in December, dubbed Genesis. By 2020, it will offer six models. It’s long been apparent that Hyundai had luxury aspirations – it has done its homework to develop what seems to be a reasonable approach around a clear brand and image target. Now, the hard work begins.
Hyundai is entering the luxury market in conservative, measured steps, including initially leveraging existing dealers and building up whatever level of cache the current vehicle has garnered, reducing cost but exposing potential by not launching with a purpose-built brand experience. Consider, though, the company has been running beta luxury tests for years with the Equus. The challenge next is to grow into the space of top-tier luxury over time, whether that happens completely by 2020 or later.
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