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Hyundai confirms it will launch Genesis luxury brand

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Hyundai has confirmed it will separate its Genesis model into its own brand with a six model line-up by 2020.

Hyundai told AM it was too early to say if the franchise will launch in the UK, but it will first launch in South Korea and will likely be available in US markets.

The strategy follows on from Asian manufacturers like Toyota and Nissan launching separate luxury focussed brands Lexus and Infiniti.

The new luxury brand will feature the Genesis saloon and Equus.  They will be renamed G80 and G90 respectively for the 2017 model year models.

Genesis will feature a new alphanumeric naming structure. Future models will be named by combining the letter ‘G’ for Genesis with a number, 90, 80 or 70 etc., representing the segment.

The company said it will launch a Genesis midsize crossover and SUV as part of its six-model line-up.

Euisun Chung, Hyundai Motor Co vice chairman said Genesis will be aimed at “savvy, affluent progressives, who are reasonable and young”.

Read AM sister title Fleet News' review of the current Genesis.

Hyundai Genesis [Gallery]

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