By on November 4, 2015

VC Euisun Chung_Genesis Brand

Hyundai officially announced late Tuesday night the launch of the Genesis luxury sub-brand and outlined what’s to come from the new marque.

The announcement comes after the possible launch was reported by Reuters on Tuesday.

According to Hyundai, the new brand will eventually sell six distinct models, starting with the Hyundai Genesis sedan and Equus which will be renamed Genesis G80 and G90, respectively, going into the 2017 model year. Those models will debut in Korea in December and in North America next spring, reported Automotive News.

A new, smaller sedan — named G70 — will join the lineup in 2017, while the rest of the models, including a midsize crossover and SUV, will be introduced before 2021. All Genesis models will be rear-wheel drive or all-wheel drive.

Details concerning the experience customers should expect when shopping and owning a Genesis vehicle are very much up in the air and are to be decided by each region, explained a spokesman for Hyundai Canada. However, the experience will likely include the “Your Time, Your Place” test drive program that delivers vehicles to the homes of prospective buyers, and “At Your Service” regularly scheduled maintenance that picks up vehicles from the workplaces or homes of owners for service.

The Genesis brand will have it’s own research and development arm, along with a design team dedicated to the brand led by Luc Donckerwolke, formerly of Bentley.

Donckerwolke lashed out earlier this year at Ford for its design of the new Lincoln Continental.

“I would have called it a Flying Spur concept and kept the four round lights,” he said on Facebook.

Donckerwolke will report to overall group design boss Peter Schreyer.

The performance-oriented Genesis Coupe, which is more aimed at buyers seeking value-based thrills, will not carry over to the new Genesis brand. It will keep its name for the time being, but likely not for the long term.

Get the latest TTAC e-Newsletter!

Recommended

85 Comments on “Hyundai Officially Announces Genesis Luxury Brand, Six Model Lineup...”


  • avatar
    DeeDub

    Alphanumerics, how creative and distinctive. I guess that solves the problem of their primary offering being called the Genesis Genesis though.

    • 0 avatar
      northshoreman1

      +1
      I’d think if you’re wanting to stand out with a new brand extension, you’d want to use names instead of following “me-too” naming conventions established by others.

      • 0 avatar
        philadlj

        You’d be surprised how much money an automaker saves by consolidating its model names across all international markets.

        What if, say, the English model name “Regent” means “Dirty Feet” in another country?

        Or they decide to name a model the “LongWang”, which is a perfectly respectable name in, say, China, but obviously problematic in Anglophone markets?

    • 0 avatar
      ClutchCarGo

      At least the progression makes sense (at this point) with a single letter for sedans and a number that increases as the sedan increases in size/appointments. Hopefully they’ll keep up the consistency as they add to the lineup.

    • 0 avatar
      strafer

      Wonder if there was any deal made with Infinity to take over the G naming.

      • 0 avatar
        onyxtape

        I remember picking up a Road and Track where there were “articles” labeled paid advertisement where a Genesis coupe was being compared side-to-side to a G37. So this may be part of their long term plan to elevate the brand to the same status as the Japanese luxuries. I’m surprised Nissan’s legal team doesn’t have much to say about this.

    • 0 avatar
      TMA1

      How are you supposed to show off the trim level you overpaid for if there isn’t a number involved? How else would we as a society know to shun 320i buyers?

      • 0 avatar
        Sigivald

        I don’t think they’re gonna have many trim levels (or in this context, engine sizes).

        They’ve only ever had two options on each Genesis, right? And IIRC a single engine option on the Equus.

        If you’re buying a Hyundai (even as a Genesis), you’re not doing it to posture; if you were posturing, you’d get … some other brand.

        • 0 avatar
          ClutchCarGo

          “If you’re buying a Hyundai (even as a Genesis), you’re not doing it to posture; if you were posturing, you’d get … some other brand.”

          This is true at this point, but the serious profitability of luxury marques will only materialize if Genesis is made into a brand that is aspirational. That will be the biggest challenge for Hyundai.

        • 0 avatar
          TMA1

          The current Genesis has 3 separate option packages in V6 form, at $3K-$4K a piece. So maybe someone who buys the loaded $50K version would rather have the G88, as opposed to the person who buys a G80 without any options. V8 gets you G90, or G95 loaded.

          Something like that, anyway.

    • 0 avatar
      DeadWeight

      Lexus, in the late 80s/early 90s, put the hurt on Mercedes, Cadillac, Jaguar, Lincoln, etc (first slowly, then with increasing pace & measure).

      What Hyundai’s move will do here is further put the hurt on Cadillac, especially, given that a mid 30,000 dollar Genesis is a far better built, far more reliable, more solid, far more reliable, more advanced, more roomy (XTS & Escalade excepted) vehicle than any current production Cadillac, with WAY better fit/finish/gauges – and Hyundai has finally solved their suspension issues (bonus: a Genesis comes standard with a base powerful V6 and optional V8 versus Cadillac’s joke of an unreliable 2.0T that blows rings/seals and is used in everything from the ATS POS to the upcoming CT6 – aka CTS-LWB).

      Just wait until Genesis Brand rolls out CUVs, which will really rub out Cadillac in most metro markets save metro Detroit with its cadre of GM workers.

      The Genesis Brand will catch even “non-car” peoples’ attention as a better built, more reliable, better finished, more comfortable, more solid, more modern vehicle across the range, at half the price to 2/3rds the price, than craptastic Cadillacs.

      *p.s. – Ford fanboys, cover your ears – I spoke with a Ford employee now driving a Lincoln MKC who told me his vehicle is the worst POS of any new car he’s bought since the early 90s, and that it’s just a shoddy, poorly made, you reliable heap. He also is intricately involved with the new F-150 rollout and told me Ford is attaching body panels via 11 DIFFERENT METHODS, and that they are already having major breakage issues with suspension components, including springs and the hangers/brackets that support the anti-sway bars.

      • 0 avatar
        28-Cars-Later

        “He also is intricately involved with the new F-150 rollout and told me Ford is attaching body panels via 11 DIFFERENT METHODS”

        I want the insider dirt on this.

        • 0 avatar
          DeadWeight

          This was a face-to-face conversation, too, and I know as a matter of fact that he works a white collar gig at Ford HQ in Dearborn, and was/is involved in the F-150 rollout.

          Before launching into a more guarded comment, when I asked him why so many methods were being used to attach those body panels, he merely stated that “it’s complicated.”

          I have a very high confidence level in the truthiness of what he told me about the F’150, and in his paraphrased words, “the cheapness in build quality and poor reliability of new vehicles rolled out over the last year or so.”

          He said his next car would be used if not for company car benny.

          • 0 avatar
            28-Cars-Later

            I want the Ford locals to play counterpoint to this. Go!

          • 0 avatar
            DeadWeight

            psst, no one heard this from me (or anyone I know), but if it looks like “white metal,” is may be more prone to breaking/breakage than other shades.

          • 0 avatar
            DeadWeight

            ***Corrected** …but if it looks like “white metal,” IT may be more prone to breaking/breakage than other shades.

      • 0 avatar
        bball40dtw

        Of course there are a bunch of different methods of attaching body panels on the F150.

        Spot weld
        Laser weld
        Adhesives
        Special fasteners
        Self Piercing Rivets
        Flow drill screw

        Any combination or variation of the above methods could count as another method. I don’t know why you are surprised.

      • 0 avatar
        Davekaybsc

        The MKC appears to be absolute trash. 105 problems per 100 vehicles according to True Delta. This is a service rate comparable to Japanese cars that are over 10 years old.

        Problems aren’t exclusive to the MKC either, Ford’s quality record across the board is in the toilet, and has been for the past several years. People probably shouldn’t be shocked, after all the MKC’s platform mate Escape was a piece of garbage when it launched as well.

        • 0 avatar
          DeadWeight

          He specifically mentioned this, calling out the donor MKesCape upon which his MKC is derived, as well as a whole epidemic of QC/Reliability problems across the board with Ford & Lincoln’s new crop of offerings.

          Ford/Lincoln quality has really suffered with the present generation of vehicles; I think this is going to burn Ford/Lincoln in the form of lost future sales, but it will take a year or so for this to really show up in the sales data.

          Woe be unto Ford if QC issues turn off pickup truck, CUV & SUV buyers, where approximately 98% of Ford’s profit is derived from.

      • 0 avatar
        Frylock350

        Hyundai hasn’t got suspensions figured out for shit. Forget luxury makes; the Dodge Charger 5.7 R/T is a hair quicker than the Genesis 5.0 V8. It also manages to both handle better and ride better. Hyundai’s engines are paper tigers. If I wanted a new luxury car and I intended on driving it rather than being driven in it; I’d take a CTS V-sport over any Genesis. I take a Charger Hellcat over all of them.

  • avatar
    RideHeight

    ““I would have called it a Flying Spur concept and kept the four round lights”

    This guy like round head lights?? Could reptilian slits be on their way out?

    • 0 avatar
      nickoo

      Hes commenting on the fact lincoln ripped off his bentley.

    • 0 avatar
      Richard Chen

      http://jalopnik.com/bentley-designer-calls-out-lincoln-continental-in-bruta-1694753569

    • 0 avatar
      CoreyDL

      The Mulsanne takes the round headlamps too far, and needs to return to smaller quad ones. It looks derpy with two giant ones.

      This ain’t 1917, you VW designers.

      EDIT:
      https://s3.graphiq.com/sites/default/files/4315/media/images/2015_Bentley_Mulsanne_4dr_Sedan_68L_8cyl_Turbo_8A_4175457.jpg

      Look at that fracking paint, it’s gorgeous. Imagine how much better it’d look if the headlamps were of equal size and aligned.

  • avatar
    heavy handle

    I still think they should have called the brand Cold Play. It’s got the same mind-numbing “perfection of mediocrity” as Genesis, but within a 21st century context.

    • 0 avatar
      Drzhivago138

      Genesis was great up to Abacab, which was the last half-decent rock album. I know a lot of people can’t get into the Peter Gabriel-era full-blown prog, but that is their best period IMO. If that’s too much for the casual listener, everything from A Trick of the Tail to Abacab (also including Three Sides Live).

      A lot of people like to blame Phil Collins for making Genesis a pop outfit, mostly because all of his solo hits were also pop, but it’s actually Mike Rutherford’s fault.

  • avatar
    tjh8402

    “Details concerning the experience customers should expect when shopping and owning a Genesis vehicle are very much up in the air and are to be decided by each region, explained a spokesman for Hyundai Canada. However, the experience will likely include the “Your Time, Your Place” test drive program that delivers vehicles to the homes of prospective buyers, and “At Your Service” regularly scheduled maintenance that picks up vehicles from the workplaces or homes of owners for service.”

    Nice to see that Hyundai was paying attention to our discussion on the Cadillac CT6 story about what it means to be a “luxury” car and how you create that experience for your customers. :-P. Just kidding…mostly.

    Sucks to see more alphanumerics. those are awfully close to Infiniti and Volvo’s naming. I’ll be curious to see the engine lineup. Hyundai has been doing a nice job of carrying the torch for big normally aspirated engines. The Genesis 5.0 sedan is probably a close second to the Chrysler 300C Hemi if I was in the market for a new luxury car.

  • avatar
    nickoo

    Rwd comfortable affordable luxury? Bye bye to Buick and Lincoln at the least.

    • 0 avatar
      bball40dtw

      Buick sells 200K+ vehicles a year in the US and more in China. They aren’t going anywhere. And Lincoln, well, if you think that Lincoln isn’t going to have RWD vehicles in a few years, you are mistaken. They don’t have a platform yet.

      • 0 avatar
        philadlj

        Not only that, Buick has survived and thrived despite its long-standing reputation in America as a dowdy retiree sled (though its tv spots overstate their “new look” to an absurd degree).

        Genesis is already a word familiar to many people in many markets as a MODEL name of a HYUNDAI, not a brand in and of itself. And last time I checked, The Genesis and especially Equus don’t sell that well.

        I don’t see how separating Genesis from Hyundai, selling them in what will surely be a smaller number of separate boutique dealers, and adding alphanumerics to the trunklids will revive them.

        Also, if they ever want to make a crossover, GX is kinda already taken.

        • 0 avatar
          DeeDub

          “if they ever want to make a crossover, GX is kinda already taken”

          They’ll be perfectly positioned to grab “Gen X” and reap all that sweet marketing synergy with wealthy 50 year olds.

        • 0 avatar
          CoreyDL

          Hey I’m a valet and there ain’t no Buick here, just other classy stuff.

          WHERE IS IT? I’m clickin my Pontiac key and it don’t show me!

        • 0 avatar
          Sigivald

          http://www.goodcarbadcar.net/2011/01/hyundai-genesis-sales-figures.html

          2 or 3 thousand Genesis (I will assume the plural is the same as the singular) a month, inclusive of the Coupe, and around 200 Equus, in the US.

          200 is low, but … remember it’s notionally in a class with the S and 7-series, no?

          And the 7 series has, well, weirdly variable sales [seriously, the GCBC numbers for it vary from 90 to 1507 per month just in the last year!], but it looks like the average is maybe 500 a month.

          “40% as well as the BMW version, from our Korean brand with no history and no ad budget” is actually pretty decent, ain’t it?

          (Yeah, it ain’t competitive with the S or the LS, but *nothing* is…)

          I suspect that divorcing them from the Hyundai name will *help*, for the same reason Lexuses aren’t sold by Toyota dealers.

          Who wants to buy even an RX from a place selling the Yaris? Or a Genesis from a place selling the Accent, with the same name on the hood?

      • 0 avatar
        CoreyDL

        “And Lincoln, well, if you think that Lincoln isn’t going to have RWD vehicles in a few years, you are mistaken. They don’t have a platform yet.”

        Oh someone’s got their Sergio hat on today :).

        #XJ

        • 0 avatar
          bball40dtw

          Well, that platform is long gone. FoMoCo is more focused on D6, which can support FWD/RWD/AWD vehicles. It would let them platform share with Ford, but support unique RWD vehicles. I’ll bet money that we see a RWD Lincoln crossover in a US dealership before an Alfa RWD crossover.

          This chart is mostly accurate:

          http://www.autonews.com/Assets/pdf/future/2015ford.pdf

          • 0 avatar
            CoreyDL

            I’m just giving you a hard time. Aluminum XJ is on the list with the 5000, the D3 Taurus, 3800, TC, brown paint, and Cadillac of “Things you can always bring up at TTAC.”

          • 0 avatar
            bball40dtw

            Yes. And I will always be irritated that there was never a Lincoln XJ. I will also curse the names of Nasser and PAG.

      • 0 avatar
        tjh8402

        Buick is thriving on their crossovers, especially that painful to look at, mediocre to drive Encore, the success of which is something I simultaneously understand and find confounding. If they can’t figure out how to make a competitive sedan in the US, the might as well get out of the car market entirely and focus on their good selling lifted blobs. I think the only Lincoln finding real traction is also a crossover, the MKC. Who knows if a RWD sedan will do it for them. With AWD becoming the norm and RWD handling going to hell anyway, I don’t think the drivetrain is the MKS’s problem. As I said in the Cadillac discussion, they just need to build equity and value in the brand, so that people are willing to pay a premium for the Lincoln name and experience. The fact that the MKS wasn’t anything special to look at and didn’t have a particularly opulent interior didn’t help. If they can fix those issues, they could probably get away with sharing a platform with the next generation Explorer, the cost savings of which would likely outweight any potential (likely non existent) sales loss of it being a wrong wheel drive based AWD platform.

        • 0 avatar
          bball40dtw

          Well the MKS is dead after the 2016 model year. It’s being replaced by the much better Continental. The Aviator, like the next Explorer, won’t be FWD. The MKX is actually a good product. I wouldn’t buy an MKC over it.

          • 0 avatar
            tjh8402

            @bball40dtw: The Explorer is going RWD again? I missed that story. Not disputing it, just saying I hadn’t heard. Seems rather wasteful on Ford’s part. I’m not disputing that Lincoln has some good products, but I would argue the luxury market is moving into a post-product brand-experience focused era. The baseline requirements of the vehicle are not difficult – distinctive look, spacious, well appointed, comfortable ride, adequately fast, and full of tech. Pretty much everybody is doing that. Where you make your offering competitive and desirable in the marketplace is by making your brand and ownership experience aspirational. I don’t like it one bit but I think that’s the market reality.

          • 0 avatar
            bball40dtw

            Yes. The Explorer/Aviator is going RWD. And I completely agree that Lincoln has to step up their game. The interiors have too many things that you see on a Focus or Fusion as well. No good enough. They have made strides, but there is still a long way to go.

          • 0 avatar
            Drzhivago138

            I would’ve thought the Explorer would’ve stayed as-is, with FWD or front-biased AWD, and the Aviator would have a unique 50/50 full-time AWD system.

            I don’t know how a RWD-based Explorer would meet MPG requirements when it’s already a bit of a pig with FWD. But hey, if Ford thinks they can pull it off, more power to them.

          • 0 avatar
            bball40dtw

            Well it will be aluminum bodied and have a 10-speed transmission, so that should help a bit. Derek was pretty adamant that it was going to be RWD, and everything I’ve heard only confirms that.

  • avatar
    PartsUnknown

    Looking forward to the Phil Collins Brougham Edition

  • avatar
    CoreyDL

    Good, since the Genesis Coupe doesn’t fit in with the sedan at all, and has looked out of place and weird since introduction. It also causes name confusion.

    It should have been called the Tosca, and marketed only as a Hyundai. Chop the Genesis sedan into a pillar-less PLC if you want to have two models.

    G70 is a bad idea, as Infiniti has thoroughly used up G## for the next decade at least.

  • avatar
    VW16v

    If Infiniti can pull of being a luxury brand. Hyundai should have no problem. Hyundai has the cash build out a luxury line.

  • avatar
    TMA1

    Genesis does what Nintendon’t. I mean Hyundai. The Germans! I’m confused, because I don’t know what Genesis does anymore.

    I just like the Genesis and Equus for what they were. Nicer than mainstream cars, RWD and big engines, and not much of a price premium. Hyundai/Kia were building the best Cadillacs and Lincolns you could buy. I especially hate that I won’t be able to say “Equus” anymore.

    And where does this leave the K900?

    • 0 avatar
      CoreyDL

      The Equus is not a price premium over a mainstream car? It starts at $61,500.

      Are you sure?

      • 0 avatar
        TMA1

        I was stretching with that one, I know. There isn’t really a car that competes with it within $30K though. How much would a full-size, RWD, V8-powered Ford sedan cost? Chevy and Chrysler have the SS and 300, respectively, that can reach $45K well-equipped, but those are more Genesis-sized competitors.

        To be more accurate, I would say the Genesis is better than cars like the Impala, Avalon, or 300 for a bit more money. The Equus isn’t quite as good as the German trio or a Lexus LS, but it’s a lot less money.

        Either way, it wouldn’t be a good thing to lose the options these cars provide at their respective prices.

        • 0 avatar
          tjh8402

          @TMA1 – the only premium full sized RWD American car platform out there bigger than the Chrysler LY is the one from the upcoming CT6. I would use that as a baseline. Figure out the difference between other mainstream-premium American cars like the Impala-XTS and Taurus-MKS and figure on a similar price difference vs the XT6? Would be a real rough guess but could give you an idea of what a large RWD maisntream brand car would go for. The reality is, though, that large V8 RWD mainstream brand vehicles already exist and are being bought in large numbers by families – they’re called F150s, Silverados, Rams, Tahoes, Suburbans, Yukons, Expeditions, and Sierras. Consider the list of the best selling vehicles over $50k. 6/10 are mainstream brands, all being full size pickups and SUVs.

          https://www.thetruthaboutcars.com/2014/12/trucks-suvs-best-premium-sedans-50k-us-segment/

          1. Ford F-Series
          2. Ram Pickup
          3. Mercedes Benz E-Class
          4. Chevrolet Tahoe
          5. Chevrolet Silverado
          6. BMW 5-Series
          7. Chevrolet Suburban
          8. Mercedes Benz M-Class
          9. BMW X5
          10. GMC Sierra

    • 0 avatar
      jpolicke

      Where does it leave the K900? Since it sells like a dog, they rename it the K9.

  • avatar
    PrincipalDan

    So Hyundai Genesis coupe becomes…

    Hyundai Holang-i (Tiger)
    Hyundai Lokes (Rocket)

    Hey I’m just stabbing in the dark here, they already used Tiburon (Shark.)

  • avatar
    sckid213

    Am I the only one who thinks Acura should be very worried about this?

    • 0 avatar
      indi500fan

      The parallels between Acura and Genesis are very interesting.

      Acura for those who don’t want their neighbors seeing them in a Honda.
      Genesis similarly for those too proud for a Hyundai in the driveway.
      Obviously both are leveraging mainstream platforms into the “luxury” range.

      The question remains does the profitability of these pay for the cost of establishing and maintaining a whole ‘nother brand channel. Or is it corporate hubris and the need for better “company” cars for execs to cruise around in?

      • 0 avatar
        TMA1

        It depends where those execs are at. If you’re in Seoul, no one’s embarrassed to be seen in the back of a Genesis or Equus, and it’s probably better for your corporate image that being in a foreign car. I think they basically view the Genesis/Equus/K9 as being separate from common Hyundais/Kias.

  • avatar
    Noble713

    So Genesis G70 = smaller-size RWD entry luxury sedan? My favorite segment of the automotive market.

    Sounds like a Lexus IS competitor. I hope they shove a V8 in it at some point…

  • avatar
    DeadWeight

    Hyundai is making a smart move.

    At a time when Cadillac is selling cheaply made 4 banger “premium” sedans for 45k and 55k (dreadful ATS; unremarkable overpriced CTS) to (rumored) 70k (CT6), a Genesis can be had for 34k with a powerful and large displacement (much smoother and refined) V6 or optional V8.

    • 0 avatar
      dal20402

      Weren’t you here for the CT6 pricing announcement a few days ago? $54k 2.0T and $57k 3.6.

      • 0 avatar
        DeadWeight

        Is that firm?

        If so, that’s asinine as it will essentially render the CTS instantly moot, given that the CTS has a cramped rear seat, yet the CT6 rides on a modified CTS chassis (elongated with some different composite materials and aluminum, which will prove to be an unmitigated disaster), and since the CTS is already in that price range with the same stupid 2.0T base motor that the “premium” and “either 5 and/or 7 Series competing” CT6 will be saddled with as a base motor.

        Every time I think Cadillac can’t make more asinine decisions, they somehow manage to dig deep and surprise me yet again.

        2014 to 2015 CTS owners are going to take it directly in their a$$es on resale values (even harder and deeper than they already have).

        • 0 avatar
          dal20402

          I think it’s a tacit admission of two things:

          1) the CTS and ATS are both on the way out, to be replaced by a tweener the size of the old CTS, and

          2) no one has paid retail for a CTS since the current generation was introduced.

          Also, you do realize that the 5 and 7 series are both available with a 2.0T (although the 7-series doesn’t bring that engine to the US), right?

          • 0 avatar
            DeadWeight

            1) Agreed.

            2) Agreed, for most part (a few people probably paid close to MSRP for the hugely overpriced 2014-2015 CTS; woe be they as resale values are bad even for those getting huge % off MSRP on ATS & CTS).

            Finally, tbh, I did not know that the BMW 7 Series was available with a base 4 banger, and that’s rather pathetic, IMO (it’s bad enough to put a 4 in the 5 Series).

        • 0 avatar
          28-Cars-Later

          I agree with Dal’s points below but disagree on the level of asininity in this move. This acknowledges the previous announced pricing mistake and attempts to correct it. GM can probably profit on this model at 40K ATP so in correct V6 or V8 form they can still offer mild incentives and make 20-25% margin selling them at 50K. Hell if resale isn’t a disaster maybe they won’t lose money on the leasing either.

          I agree with you on MY14-15 resale but that was already a foregone conclusion. Sigma Catera would do 30-31K on the block the moment it was titled when it was still selling for 45, and that was “good”.

          • 0 avatar
            DeadWeight

            I HIGHLY doubt Cadillac/GM can possibly make anywhere near 20% to 25% margins on the CT6 irregardless of trim level.

            It is going to have expensive development costs AND material costs given that Johann green lighted aluminum and some expensive composites to be utilized in the chassis construction (which is likely to bring with it a whole tidal wave of teething/durability issues and corresponding warranty costs; this is GM, afterall),

            The only non-exotic vehicles that I know of that even come close to bringing 20% to 25% margins are loaded pickup trucks (mid to high range pickups at the 45k to 60k price point probably net 8k to 14k) and hot selling SUVs; probably close to 90% of non-pickup, non-SUV sales from volume automakers either bring very slight net positive margins or are sold at breakeven or a loss.

            I’d not be the least bit shocked if Ford, GM and FCA would all be losing money if one took pickup and SUV sales off their books.

            Now, as far as Cadillac is concerned, their pricing of the larger CT6 at what is essentially current CTS pricing certainly goes a long way as an admission that Cadillac had a massive mispricing of the smaller CTS (as well as ATS, I’d contend), so I agree with that.

            Cadillac is in really bad shape with essentially one relatively popular, profitable vehicle (Escalade). The CT6 won’t make any money (it will lose money) for Cadillac.

            So, Escalade has to continue to subsidize the entire brand, and a heavy burden is placed on the upcoming SRX replacement, while Johann’s entire “we can successfully parity price BMW, Audi and even Mercedes” strategy has absolutely been decimated as poppycock – the very pricing of the CT6, if reports are to be believed, proves this (and Johann’s folly & rubbish).

  • avatar
    dal20402

    This means Hyundai can’t rely on excuses anymore.

    So far, it hasn’t really been able to compete on luxury, but has just packed tons of features in per dollar. Interior materials even on V8 Geneses and Equi have been more $30k Accord than $60k 5-series. Switchgear is the same as your broke niece’s used Elantra.

    Now, it’ll have to figure out the interior materials and switchgear games in a hurry, or it’ll be permanently stuck in Acura/Lincoln slightly-above-mainstream territory, which I don’t think is what it intends to do by spending all this money.

    • 0 avatar
      Cactuar

      Should be fairly simple no? Just look up who supplies the switchgear to BMW and Mercedes and order the same thing, with a different outer shell design. Job done.

  • avatar

    Is Kia coming with luxury K9 division too? Japanese have several luxury brands – why Koreans cannot? And wait until Chinese finally arrive and take over.

  • avatar
    87 Morgan

    Sounds like perfect timing for Hyundai to bring a new upscale brand to market. They will need new facilities for this upscale experience. A good portion of the existing Hyundai stores are in pretty poor shape.

    Easy enough. Find an architect who can affordable design a re-facia for the existing VW store front design language and voila you have your dealer network for Genesis.

  • avatar
    Keith Tomas

    So now what will Kia do with the K900 now that Genesis will be a separate brand?

  • avatar
    WildcatMatt

    KHAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAN!


Back to TopLeave a Reply

You must be logged in to post a comment.

Recent Comments

  • tankinbeans: They finally get the styling right and we can’t have it. Sonofasnitch. When will we get to...
  • EBFlex: Equally I cannot stand lazy drivers of small vehicles who have their entire roof and back window covered in...
  • raph: Edgy!
  • Kyree S. Williams: Hyundai did an even better job on the split-level headlights with the new Santa Fe, which is a...
  • SaulTigh: I flew an Allegiant A319 to Vegas last year. It’s a sweet little plane (and has never had a hull loss...

New Car Research

Get a Free Dealer Quote

Staff

  • Contributors

  • Timothy Cain, Canada
  • Matthew Guy, Canada
  • Ronnie Schreiber, United States
  • Bozi Tatarevic, United States
  • Chris Tonn, United States
  • Corey Lewis, United States
  • Mark Baruth, United States
  • Moderators

  • Adam Tonge, United States
  • Corey Lewis, United States