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Hyundai Genesis Sub-Brand Might Become Reality

2012 Hyundai Genesis R-Spec image

Hyundai had once been thought to be considering an entirely separate Genesis brand for its most luxurious models. While there hasn’t been much discussion in recent months about a sub-brand comprised of the Equus, Genesis Sedan, and Genesis Coupe, new reports suggest that Hyundai is still very much considering separating its luxury vehicles from its higher-volume vehicles.

If such as brand comes to fruition, it would replace Hyundai’s round “H” badge with an entirely new badge on rear-wheel-drive premium vehicles. However, they would likely still be sold in Hyundai dealerships, not through completely separate showrooms. According to the Korean automaker’s sales chief, many Genesis buyers are already replacing the Hyundai badge with a winged Genesis badge as a dealer-installed option.

“There’s a conversation going on within the company that says, ‘Does having the Hyundai badge on the premium vehicles sell more vehicles, or does it restrict us from selling more vehicles?’” said Dave Zuchowski, executive vice president of sales for Hyundai Motor America, in an interview with Automotive News.

While any re-branding decisions have yet to be made, Hyundai isn’t likely to follow in the footsteps of many of its competitors by setting up separate sales channel along the lines of Lexus, Infiniti and Acura.

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