Should Hyundai Break Out The Genesis Brand To Better Compete In The Premium Market?

Hyundai may market its premium vehicles under a Genesis subbrand to further distinguish its upscale cars from its mainstream vehicles, the brand's U.S. sales boss said.

The proposed move would replace Hyundai's round "H" badge with a new badge on rear-wheel-drive premium vehicles, including the Equus, Genesis sedan and Genesis Coupe. The upscale vehicles would be branded as Genesis with an alphanumeric naming system. They would be sold in Hyundai dealerships, not through a separate dealership network.

Lemonade - 2/10/2012 12:14:03 PM

+2 Boost

Who cares? They don't have the B*LLS to do it!

Joe_Limon - 2/10/2012 1:58:38 PM

-5 Boost

It's still a hyundai, much like Cadillac is still a Chevy, and Lexus is still a Toyota.

AlleVier - 2/10/2012 5:48:57 PM

+2 Boost

Let these companies know so that they can drastically down-size (perhaps eliminate) their marketing departments, Joe. Maybe they'll pass the savings along to us in the form of a cheap Chevy CTS-V.

knowitall1985 - 2/11/2012 4:47:29 PM

+1 Boost

They would need new dealers with new buildings. Not a good investment IMO....