Hyundai may market its premium vehicles under a Genesis subbrand to further distinguish its upscale cars from its mainstream vehicles, the brand's U.S. sales boss said.
The proposed move would replace Hyundai's round "H" badge with a new badge on rear-wheel-drive premium vehicles, including the Equus, Genesis sedan and Genesis Coupe. The upscale vehicles would be branded as Genesis with an alphanumeric naming system. They would be sold in Hyundai dealerships, not through a separate dealership network.
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