Hyundai has been considering a Genesis sub-brand for over a year and a new report is indicating the company has axed the idea.

Hyundai has been considering a Genesis sub-brand for over a year and a new report is indicating the company has axed the idea.

Details are limited but Hyundai America chief designer Chris Chapman reportedly confirmed the news earlier this month. He went on to say the idea was dismissed because it wasn't cost effective.

Instead, Chapman wants the company to have 'iconic' cars that transcend the Hyundai name. As he explained, the Ford Mustang lacks Ford badging but everyone knows what it is.

Chapman went on to say next-generation Genesis Coupe will be a step in the right direction as it will reportedly be a game charger. Little is known about the model but it could be launched in late 2014 or early 2015.

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