Hyundai has started teasing its Genesis brand in earnest, just a few days after it announced a serious push to enter the luxury car market and just a month before the first Genesis model, the G90, gets unveiled.
Hyundai Motor R&D Center head Woong-Chul Yang released a statement promising that the G90, also known as the EQ900 in the automaker’s native South Korea, will deliver a “concept of New Luxury” to consumers. “The G90 sits at the pinnacle of the Genesis brand and demonstrates how we apply our human-centered values to give our customer true satisfaction in every aspect of the vehicle ownership experience,” the statement continued.
Last Wednesday, November 4, Hyundai released a separate statement saying that it wants to compete with well-known luxury automakers like BMW, Cadillac, Lexus, and Mercedes-Benz as it creates a standalone Genesis brand for this particular space. According to Hyundai Vice Chairman Euisun Chung, the brand represents “a complete focus on our customers who want smart ownership experiences that save time and effort, with practical innovations that enhance satisfaction.”
As for the G90, renders of the car were teased earlier in the week, suggesting a vehicle whose lines and proportions are similar to the G Concept Coupe, which was unveiled at the Pebble Beach Concours d’Elegance in August. This car was particularly similar in feel to other modern luxury cars from Bentley and Lincoln. The G90 will be released in Korea before the end of 2015, though release details for other markets have yet to be announced.
“The Genesis models will give technological innovation, excellent driving performance and luxury to customers,” said Yang. “Every Genesis model will be created with the needs of our customers in mind, so the resulting car will perfectly meet their needs without any unnecessary burden or excess.”