#LuxuryBrand

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.

Breaking into the Luxury market isn’t easy. Toyota has arguably had the most success with Lexus, the only full-line luxury marque sold in America that isn’t German. Infiniti gave up on trying to go head-to-head with the S-Class and 7-Series when they ditched the Q, and Cadillac has yet to have a complete and coherent strategy. Meanwhile Acura started off strong with the Legend, created a competent E/5 competitor with the all-wheel-drive RL, and then things started to fall apart. Can the RLX bring the brand back?

Once upon a time, being the “Cadillac of insert a noun here>” meant something magical. The problem is: it’s been 60 years since Cadillac was “The Cadillac of cars.” While the phrase lingers inexplicably on, GM is continues to play off-again/on-again with a flagship vehicle for the brand. The latest example is the all-new XTS. Instead of being “the Cadillac of flagships,” the XTS is a place holder until a full-lux Caddy hits. Whenever that may be. In the mean time, Detroit needed to replace the aging STS and the ancient DTS with something, and so it was that the XTS was born of the Buick LaCrosse and Chevy Malibu.