Hyundai ‘Strategically Evaluating’ Genesis Brand For India

Hyundai could go premium in India with its Genesis brand. While there’s no information on its launch timeline, its Chief Operating Officer, Tarun Garg, has confirmed that Hyundai is considering the brand’s introduction in the country. 

In Hyundai Motor India’s annual report, Garg said, “Hyundai Motor India Limited is strategically evaluating the introduction of Genesis, Hyundai’s global luxury marque, to redefine luxury through innovation, design and differentiated experiences. This aligns with our aspiration to serve the evolving expectations of discerning Indian consumers.”

So what is Genesis, then, exactly? As mentioned earlier, it is Hyundai’s luxury car division, similar to Toyota’s Lexus, Nissan’s Infiniti, and Honda’s Acura, which were introduced to rival the German luxury car manufacturers. They were introduced to have a separate image / brand identity from their mass market mother brands. 

Introduction of Genesis in India could also have a positive rub off on brand Hyundai, which is increasingly facing stiff competition. As of now, there’s no confirmation on which will be the first Genesis car to be sold in India. Hyundai has also announced that it plans to introduce 26 new and updated models in India by 2030, so a Genesis model or two could be a part of this strategy too. It’s interesting to note that Hyundai Motor India has already created a new business vertical for Genesis India, with Anuraag Singh as the vertical head. 

Hyundai has already imported a handful of Genesis G80s, which are being used by Hyundai India’s top management. Genesis has already trademarked the GV80 and G90 in India, indicating these could be the models that could come. Globally, Genesis enters a market with the G90 sedan, but since SUVs are extremely popular in India, it could launch the GV80 first too. Genesis currently has 10 models in its global line-up – G70, G70 Shooting Brake, G80, Electrified G80, G90, GV60, GV70, Electrified GV70, GV80 and GV80 Coupe.