Hyundai has decided to turn the “Genesis” nameplate into a full-blown luxury brand that will include several global models.

Hyundai has decided to turn the “Genesis” nameplate into a full-blown luxury brand that will include several global models.

In these past few years there have been many rumors about Hyundai’s plans to launch a luxury sub-brand and now the South Korean marque has made the news official with their newly established “Genesis” lineup which will offer “human-centered luxury” through new models that will offer the “highest standards of performance, design and innovation.”

It’s being billed as a standalone brand and will have a total of six models by the end of the decade and all of them will eschew the Hyundai badge in favor of a wing-type Genesis emblem which will essentially be an updated version of the one used on the current Genesis model. These new cars will adopt an alphanumeric naming structure, as follows: G90, G80, G70 and so on, depending on the segment.

Details about the new models are not available at this point, but obviously three of them are going to be the Genesis, Genesis Coupe and Equus, joined most likely by a couple of crossovers/SUVs and a smaller sedan.

Starting mid-2016, the man responsible with design at Genesis is going to be none other than Luc Donckerwolke who worked on a lot of models from the Volkswagen Group and his new designs are going to be overseen by Peter Schreyer who is the chief design officer at Hyundai. These new global luxury vehicles will adopt an “athletic” appearance which will set the cars apart from the current crop of more humble regular models.

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