The Book of Genesis: How Hyundai plans to do luxury

SEOUL -- Much at Genesis, Hyundai Motor Co.'s new luxury brand, remains a work in progress, even though the first nameplate went on sale in South Korea on Dec. 18 and will make its U.S. debut in Detroit next week.

It's clear, though, that Hyundai wants Genesis to carve a different path from other premium brands. "We had to come up with our own way, our own unique business model," Cho Won-hong, Hyundai's executive vice president of global marketing, told Automotive News at the carmaker's headquarters here.

During a daylong immersion into Genesis last month, Automotive News had access to the brand's vehicles and spoke with top executives about its strategy.

Hyundai executives believe the automaker has built a reputation for quality that will carry over to Genesis, which will distinguish itself from the Hyundai brand with a focus on safety, while avoiding technology for technology's sake. Genesis' rear-wheel-drive cars initially will be sold in Hyundai dealerships -- that may change later -- but Genesis shoppers will be targeted with a separate customer-care approach.

Here are some of the insights gained into what Hyundai wants Genesis to be, how the carmaker plans to make that happen and what it means for the Hyundai brand. The brand goes on sale in the U.S. in late 2016. 

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