If approved, Genesis subbrand vehicles would occupy a separate zone in Hyundai showrooms

Article by Anita Panait, on February 14, 2012

Hyundai is planning to clump and sell its rear-wheel-drive premium cars like the Genesis sedan, Genesis Coupe, and Equus under a new sub-brand dubbed Genesis, Dave Zuchowski, executive vice president of sales for Hyundai Motor America, revealed. If the plan pushes through, the Genesis sub-brand would occupy a separate area in Hyundai’s showrooms. 

John Krafcik, CEO of Hyundai Motor America, confirmed that the plan is under discussion, adding that executives were “just scenario planning.” Krafcik said the Genesis sub-brand plan probably falls in the category of “’What if we did this?' or 'Should we consider that?'” The CEO, however, said they love the “halo” that Genesis, Genesis Coupe and Equus have provided the Hyundai brand and they are in great shape, thus there is no plan to make any change.

Zuchowski said the company has already rejected plans for building new showrooms and rooftops for the brand. Meanwhile, Hyundai dealers are open to a possible sub-branding of Hyundai premium vehicles, only under certain conditions given the history of how sub-branding affect dealer sales. The US track record of Asian premium brands show that Lexus (Toyota) has prospered, while Acura (Honda) and Infiniti (Nissan) have not.

Scott Fink, who chairs the Hyundai National Dealer Council and owns three Hyundai stores in Florida, remarked that the struggles of sub-brands in the US market had left dealers hanging with tens of millions in dollars in losses.

Fink said that Hyundai dealers oppose a new luxury sales channel with separate showrooms. He, however, said that the subbrand within Hyundai dealerships may be appropriate if the company’s luxury sales continue to grow. Fink noted that at some point, he thinks that it would make sense to sub-brand Hyundai and that it would be named Genesis.

For the 2012 model year, the design of the new Hyundai Genesis has been reworked to make it more stylish yet still imposing on the road. The evidence of this is its greatly enhanced front end with improve grille flanked by redesigned headlights that now feature LED accents and daytime running lights (DRLs). The front end also features a more aggressive fascia with larger air intakes openings.

Its sides are now marked by refined rocker panels as well as a refreshed 17-inch alloy wheel design. Moreover, the 2012 Hyundai Genesis now sports power-folding side mirrors that boast of puddle lamp functions. The side view of the new Genesis Coupe is completed by the sporty brushed aluminum finish on its side windows. Meanwhile, the rear end of the 2012 Genesis Coupe is marked by redesigned taillights as well as by new dual asymmetrical exhaust tips that are now more cleanly integrated with the car’s new bumper fascia.

Just as expected of the South Korean carmaker, it loaded the new Hyundai Genesis coupe with an array of active and passive safety elements, thereby helping avert road accidents while ensuring that its occupants are well secured in case of a collision. As standard, the new 2012 Hyundai Genesis features a number of safety technologies like the Electronic Stability Control (ESC), electronic active head restraints and eight airbags. These active front head restraints fitted on the Hyundai Genesis have been proven -- by the Insurance Institute for Highway Safety nonetheless -- to help prevent whiplash during an accident.

Moreover, all models of the 2012 Hyundai Genesis coupe now come with new daytime running lamps. Meanwhile, the 3.8 Technology package, 4.6 and 5.0 R-Spec models of the Hyundai Genesis coupe could be availed with the carmaker’s newly developed Lane Departure Warning System (LDWS).

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Topics: hyundai

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