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5 Things We' d Do To Improve The Genesis Brand
May. 06, 2018 8:45 AM ET by Jared Rosenholtz Opinion / 4 Comments Hyundai's luxury brand is on its way up, but it needs some help. Hyundai made the right decision when it decided to spin off the Genesis and Equus sedans into their own luxury brand. Genesis is now adding its third model to the range - the BMW 3 Series-rivaling G70. We think the Genesis brand has the potential to rival the likes of Acura, Infiniti, and even Lexus. Unfortunately, the Korean luxury brand hasn't hit that level of recognition yet for several reasons. We have come up with five improvements that, if made, should help the Genesis brand become a world-class luxury automaker. Hyundai Build A Flagship Sports Car
One true sign of a world-class luxury automaker is the presence of a flagship sports car. BMW has the i8, Mercedes has the AMG GT, even Lexus has the LC500. Genesis needs its own bespoke sports car to sit at the top of the lineup and make the other cars cool better - this is known as the halo effect. As we've seen with concept cars like the Essentia, Genesis has the ability to design a stunning sports car. Genesis Genesis Build An SUV
While the we can immaturely beg Genesis to build a cool sports car, the rational decision would be for Genesis to build SUVs. A halo car would help Genesis in a symbolic way, but SUVs would help the brand exponentially increase its sales figures. Genesis has plans for several SUV models, but with the popularity of utility vehicles, the company can't afford to wait to get them to market. We have seen how the introduction of an SUV like the F-Pace worked wonders for the Jaguar brand, and it would likely do the same for Genesis. Create A Performance Division
Typically, when an automaker has fully established itself, it can brand out with a performance line. Sub-brands such as BMW M, Mercedes AMG, and recent additions such as Lexus F have all been massive successes for their parent brands. Of course, performance lines don't always work out if they are done too soon, like Infiniti's ill-conceived IPL brand. We believe Genesis is ready for a performance brand, and Hyundai's N Division would be a nice start. We'd love to see an M3-rivaling G70 N or an M5-rivaling G80 N, but it seems Hyundai is content to leave the N badge on the Veloster only for now. Create Hybrid EV Models
The Genesis brand is missing a few items that will be extremely important in the luxury segment. SUVs must be made a priority, but hybrids and EVs must also be high on Genesis' priorities list. Almost every luxury automaker builds some form of hybrid or EV, except Genesis. In order to remain competitive, the Korean brand must start contemplating electrified models. Hyundai Genesis Separate From Hyundai
Perhaps the most important thing Genesis needs to do is get a clean divorce from Hyundai. American buyers hate the prospect of buying a luxury product at a non-premium location. Hence why models like the Kia K900 and Volkswagen Phaeton didn't take off in the US market. In what we believe was a lapse of judgement, Hyundai recently announced that all of its dealers will have the opportunity to sell Genesis models. In order for the brand to truly succeed, Genesis needs to create a luxury buying experience so it can entice people into treating it as a luxury brand. Genesis Join The Discussion
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Genesis G80 Genesis G70 Jared Rosenholtz Editor-at-Large After graduating with an MBA, Jared pursued his love of cars by becoming an automotive journalist. An internship with CarBuzz grew into his current position as Editor At Large. Jared now spends most of his time evaluating new vehicles and chasing the latest news stories in the automotive industry. When he’s not attending Cars & Coffee events on the weekend, Jared loves to watch NFL football and cruise around with the top down in his German convertible. Contact Jared @Carsnbites @jar_rosenholtz LoginSign Up Home News Features Car Reviews Car Advice 2021 CarBuzz Awards New Cars Used Cars Future Cars Compare Cars Sell My Car Car Dealerships Buy Here Pay Here Used Car Reviews Popular Tags Cars # Video # TOP # Spy Shots # Reveal # Rumor # Auto Show # Supercar # Tuning # Car Culture # Industry News # Motorsport Acura Alfa Romeo Aston Martin Audi Bentley BMW Bollinger Bugatti Buick Cadillac Caterham Chevrolet Chrysler Dodge Ferrari Fiat Fisker Ford Genesis GMC Hennessey Honda Hyundai Infiniti Jaguar Jeep Karma Kia Koenigsegg Lamborghini Land Rover Lexus Lincoln Lordstown Lotus Lucid Motors Maserati Mazda McLaren Mercedes-Benz Mini Mitsubishi Nissan Pagani Polestar Porsche Ram Rimac Rivian Rolls-Royce Spyker Subaru Tesla Toyota Volkswagen Volvo By Make Acura Alfa Romeo Aston Martin Audi Bentley BMW Bollinger Bugatti Buick Cadillac Caterham Chevrolet Chrysler Dodge Ferrari Fiat Fisker Ford Genesis GMC Hennessey Honda Hyundai Infiniti Jaguar Jeep Karma Kia Koenigsegg Lamborghini Land Rover Lexus Lincoln Lordstown Lotus Lucid Motors Maserati Mazda McLaren Mercedes-Benz Mini Mitsubishi Nissan Pagani Polestar Porsche Ram Rimac Rivian Rolls-Royce Spyker Subaru Tesla Toyota Volkswagen Volvo By Car Type SUVs Crossovers Sedans Coupes Trucks Sports Cars Wagons Vans Hatchbacks Convertibles Small Cars Luxury Cars Electric Cars Hybrid Cars Future Cars By Price Up to $15K $15K - $25K $25K - $35K $35K - $45K $45K - $55K $55K - $75K $75K - $100K $100K - $200K $200K - $300K Above $300K Back To Top