Jump to content



Hyundai toying with the idea of Genesis upscale sub-brand

By SYF77 on 15 Feb 2012

Attached Image
Hyundai intends to distinguish between its upscale models and its mainstream vehicles and to accomplish this, the Korean automaker is considering a plan to market its premium vehicles under a Genesis sub-brand, not unlike what Toyota has done with their Lexus branding.

Attached Image
Dave Zuchowski, executive vice president of sales for Hyundai Motor America, said that this proposed move would replace Hyundai's round "H" badge with a new badge on rear-wheel-drive premium vehicles, such as the Equus, Genesis sedan and Genesis Coupe. These upscale vehicles would get the Genesis badge with an alphanumeric naming system. Mr Zuchowski clarified that Hyundai has not made a decision about the rebranding exercise yet.

At this moment, the company is studying if the usage of the Hyundai badge would hamper or improve sales. Anyway, the combined sales of the Genesis and Genesis Coupe increased by 13% in 2011 to 32,998 units, as compared to a year ago. Additionally, in the first year of production, Hyundai sold 3,193 units of its US$60,000 Equus sedan. Thatís 893 more than the company expected. So the question is really whether Hyundai should adjust a formula that has proven to be relatively successful.

On the other hand, Zuckowski admits that even though Genesis sedan and Coupe sales have increased by 13% in 2011, many buyers have chosen to replace the Hyundai logo with the optional Genesis winged badge. Creating a sub-brand is not always a recipe for success. An example of a sub-branding failure is Mazdaís Xedos nameplate that was applied to the European Mazda 6 in 1992. The plan was give up 5 years later.

sales report, discussions, gossip and 7 more...

Viewed: 459 times

Related Blog Posts
Written by SYF77
I have been a car fanatic since 1989, when my father was changing our family car then to a Toyota Corolla 1.6 GL fitted with a Twin Cam 16 valve engine that was carburetor-fed, a big deal back in those days. The automobile technology and industry fascinates me and I hope to broadcast these interesting developments to everyone out there through this blog.

  • 1
Tuna_seng Feb 15 2012 12:52 PM
Wow. They have come a long way. Kudos to the Koreans! I have no doubt that they can do it.
  • 1
Car Makes

Please select a car make

Facebook Likes
   Featured Blog Post
A rare Lexus LFA has crashed in Singapore last week and with less than 10 units on our shores and...
This is definitely something for the Ford fans. Ever wondered how the F-150 Raptor would fare on...
Alfa Romeo has been on a roll recently with both its Giulia and Stelvio getting good reviews arou...
Selected markets will be getting Renault's new special edition Clio R.S 18. It is named after...
Euro NCAP has published a list of the safest new cars in their respective classes for 2017. The...
How do you do better than other Aston Martin Valkyrie owners? Sprinkling some moon dust as part o...
   Lifestyle Articles