If a generalist brand launch is a huge job for the firm that is behind, it should not be less when we talk about one cutting premium. Genesis is the signature that Hyundai Group has created to give reply to the prestigious firms which are already enshrined in the market. Acura, Audi, BMW, Infiniti, Lexus and Mercedes-Benz are coconuts against that has to fight, but in Hyundai have very clear to his signature premium will be different these (above all the German).
At this time Genesis has a point against and another in favor that are exactly the same. The first is negative because lacks of history and lineage necessary to fight against the German or Japanese firms. The second is positive, then its history now is a blank canvas that have paint. If they do well they will achieve the favor of the public, but if they do poorly the clouds embrace on it and end up with their aspirations.
To avoid dropping the clouds over their heads they have very clear the path which will follow. According to officials of Hyundai, Genesis will not follow the same aesthetic path taken by German firms. It will not be a car with mould factory, because each of its models will have a distinct air. This measure ensure that the same will happen them to BMW as its 7 series marks the course of the 5 series and 3 series but at smaller scales.
According to John Krsteski, “each model should have its own personality” […] “I think we are going to define our own path and strategically we feel fairly confident that we have much to contribute to each of the models”. Obviously all the Genesis will maintain a common design to keep the family air, but not at the same level that do them in Audi, BMW or Mercedes-Benz.
Krsteski says that “I think where we went there lots of freedom. We are pushing to take advantage of every opportunity” […] “It’s a blank canvas and we’re just going to paint as best we can in it”.
Source – Genesis – Hyundai