Genesis Brand To Build All-Electric Premium Vehicle To Challenge The Germans

Hyundai Motor plans to launch a luxury all-electric vehicle under its Genesis marque to expand the lineup of its new premium brand, Senior Vice President Manfred Fitzgerald said.

"We will definitely go as Genesis brand down the road of alternative propulsions and it is very, very obvious that EV is definitely on the map," Fitzgerald told reporters on the sidelines of an auto show in Busan, without elaborating on details such as a launch date or when such a vehicle would come to the U.S.

"I think full electric cars will be the future in the auto industry," said the former Lamborghini director who recently joined Hyundai and leads strategy for Genesis, which broke out as a standalone luxury brand in November.

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MDarringer - 6/3/2016 8:34:09 AM

-3 Boost

There is zero doubt that Hyundai-Kia has developed competence in engineering. There is also proof that an upstart can gain traction in the premium field. Look at Tesla. Now merge an upstart brand that has the engineering competence of a real car company behind it and you have opportunity.

Make it stylish.

Make it impeccable.

Keep the price sane.

Take care of customers.

H-K should succeed.

TomM - 6/3/2016 4:08:59 PM

+2 Boost

Many of the cars sold in this market are able to get their price because of perceived PRESTIGE of the Brand. Today - hand made (Rolls, Ferrari, Lambo, Aston) means something and made in Germany was once - but is no longer a predictor of quality. Remember that high end cars were ALWAYS problematical in reliability - because they are where the newest and best features originated.

Sorry - but made in Korea is going to be a major minus for Genesis. Currently -the Korean cars are sold with high discounts - and Genesis will be sold that way as well - because it will not be perceived as being in the same class as the High End Germans.

MDarringer - 6/3/2016 5:13:55 PM

0 Boost

Tommy Tommy Tommy...the German vehicles you think are so untouchable as the gold standard come with gobs of money on the hood.

222max - 6/3/2016 11:19:12 AM

+5 Boost

Germans Shmermans. This article says nothing about them trying to challenge the Germans.

TomM - 6/3/2016 4:53:27 PM

+2 Boost

Of course not - they are going after the second tier premiums like Lexus, Infiniti, Buick, Audi, and Volvo - they could not compete with the real Germans - Bmw and Mercedes.

MDarringer - 6/3/2016 5:14:24 PM

0 Boost

#HowBabyBoomersThink