According to Hyundai's UK managing director Tony Whitehorn, it appears that Hyundai wants Genesis to become a standalone luxury brand, just like Lexus, which is owned by Toyota.
Whitehorn admitted that Toyota did a great job with Lexus in the United States, but it never took off in Europe. Now, Hyundai wants to see if the buyers will accept Genesis as an independent brand in Europe and UK.
Europe will be the first test, while the right-hand drive cars will be available in late 2012.
The Genesis brand will include three models. The Genesis Coupe, is a direct rival to the Nissan 370Z and comes with a 2.0-liter engine but also with a more powerful 3.8-liter V6 powerplant.
Genesis Saloon will take on the Mercedes-Benz E-Class and already won the North American Car of the Year in 2009.
The luxury limousing Equus will take on the Lexus LS and on the Mercedes-Benz S-Class. 'Lexus did a great job in the states, but it never really took off in Europe to the same extent,' said Whitehorn. 'But the premium route is certainly an interesting one and it's one that could work for us with the Genesis brand in the UK.' [via Autoblog UK]