Everyone loves the upper-crust cachet of a prestige brand. So now Hyundai is the latest mainstream car maker to add a posh up-scale brand to its repertoire. Get ready to welcome the new Genesis range, which its Korean owners say will deliver ‘human-centred’ luxury, whatever that means.
Genesis is the latest addition to a growing trend for added glamour, higher profit car brands. Toyota already has its Lexus halo marque , dating back to the 1980s. Nissan has Infiniti, born in the same era. Citroen came later to the prestige party, with its DS line only recently established as a separate brand in its own right. So did Ford, with its newly-formed Vignale. So now Genesis joins the list.
There are going to be six models arriving in rapid succession to form the new Genesis range, with the first one appearing next month and the others arriving from next year until 2020. They will be named by combining the letter G (for … oh you’ve guessed) with a number, so G 90, 80, 70 or whatever.
They are intended to compete with ‘the world’s most renowned luxury car brands’. That’s a tough call. It means wooing drivers out of their BMWs, Mercedes, Audis and Jaguars – which won’t be an easy task – into something that will either remind you of the first chapter of the Bible or a 1960s pop group. Will Phil Collins buy one, you might well ask.