Genesis Earns its Wings

2015-genesis-05The Hyundai Genesis has always been in a league of its own, and now Hyundai is giving it a brand of its own to match.

What Lexus is to Toyota and Infiniti is to Nissan, Genesis will now be to Hyundai. While we loved the fact that the Genesis was perhaps the only car of its caliber to share the same brand-name as entry-level vehicles, this change of strategy on Hyundai’s part spells exciting things for the future of the Genesis.

Keen-eyed observers may have seen this move coming; the first Genesis to be released in the U.S. kept Hyundai’s trademark ‘H’ logo, but in 2014 the Genesis arrived with a distinctive winged badge, marking it as the lone luxury vehicle in the Korean automaker’s lineup. Hyundai is now banking on those wings – and the remarkable vehicles they adorn – to carry the company’s luxury aspirations to new heights.

Hyundai could hardly have found a better individual to spearhead their goals. Luc Donckerwolke, whose  fingerprints are on generations of Bentleys, Lamborghinis, and Audis, all of which he oversaw as Design Director, called the invitation to take over design for the Genesis line “the offer of a lifetime.”

Genesis (we’re going to have to get used to saying that!) plans on releasing six new cars by 2020, including a sports coupe, a replacement for the Hyundai Equus, an SUV, and several other, unnamed models. We’re glad to know that one of our favorite vehicles is garnering enough interest to spawn its own line, and we’re thrilled to be part of this new luxury brand!