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Hyundai Hires Bentley Designers, Gets Serious About New Genesis Brand

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Hyundai could have a major impact on the luxury car market.

That statement may result in eye rolls and thoughts of the Hyundai Azera and Kia Cadenza, which are both are great premium cars, but haven’t succeeded at making a dent in the sales of the top luxury players.

Things are changing, though. Luxury car sales are down so far this year, which may help Hyundai’s new Genesis luxury brand put up a fight against BMW, Lexus, Mercedes-Benz, and Audi.

Sound impossible?


Hyundai is hiring some of the best in the business and seems primed to take full advantage of declining sales among its competition.

Part of the reason Hyundai luxury cars haven’t been taken seriously is design. A luxury Hyundai still looked like, well, a Hyundai. That should change.

AutoGuide said,

Hyundai plans to hire another ex-Volkswagen designer to replace its current style guru, Peter Schreyer. The Korean brand has extended an “offer of a lifetime” to Luc Donckerwolke, the former Volkswagen group designer who was most recently working with Bentley.

Yes, a Bentley designer will take over at Genesis and, presumably, give it a shape that can stand up to the big German and British automakers. As if that weren’t enough, Hyundai also lured away Bentley exterior design lead Sangyup Lee.

If the Genesis New York concept, pictured above, is any indication of where Donckerwolke and Lee will take the brand, Hyundai may have what it takes to disrupt the luxury status quo and give shoppers an all-new reason to buy Korean.

Falling sales for America’s top luxury cars could also help the fledgling automaker.

The Truth About Cars said,

Mercedes-Benz, Lexus, BMW (the three top-ranked premium auto brands), Acura, Cadillac, and Infiniti posted declining sales in the first-third of 2016.

Sales are in decline for a number of reasons, including recalls, supply issues, and changing consumer tastes. If Genesis can create a car that looks like a Bentley, performs like a BMW, and costs the same as an Avalon, we might see a big shakeup in the list of top-selling luxury cars in this country.

Could Genesis pull you away from your favorite luxury car brand?

http://blog.cargurus.com/2016/05/19...esigners-gets-serious-about-new-genesis-brand
 
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Genesis is now a seperate division. They will be more success at it than Mazda was when it tried to enter the luxury market, that's for sure.

I don't sleep on Hyundai, people thought they would die out in the 80's like the Yugo, and in the early 2000's they said the Sonata would fail.

The one to worry about is Infiniti, no clear direction. There truck line up is aging. The QX 50 and QX 70 are from 2008 will minimal updates. There is no flagship car to rpeace the Q45, and they let the M35 now called Q 70 become irrelevant.
 
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Tha Baldavenger said:
Genesis is now a seperate division. They will be more success at it than Mazda was when it tried to enter the luxury market, that's for sure.

I don't sleep on Hyundai, people thought they would die out in the 80's like the Yugo, and in the early 2000's they said the Sonata would fail.

The one to worry about is Infiniti, no clear direction. There truck line up is aging. The QX 50 and QX 70 are from 2008 will minimal updates. There is no flagship car to rpeace the Q45, and they let the M34 now called Q 70 become irrelevant.
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@Dr. Truth get em
 
Tha Baldavenger said:
Maybe not, a lot of people still don't realize that Lexus is owned by Toyota and Infiniti is the luxury arm of Nissan. If marketed correctly, Hyundai can pull it off
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I like them and hopefully they sell.
But you're going to have to go deep in the secluded Country to find some one who doesn't know a Genesis is a Hyundai, by name. The Look might fool ya. The name won't.
 
Famous1 said:
Ummmm. ... Genesis is the new luxury division of Hyundai. ...
Click to expand...
I understand. It's clearly stated in the first sentence
As long as they don't have Hyundai on the car I'd roll in it. People still are going to shy away because everyone knows it's a Hyundai Genesis
 
NER0 said:
I understand. It's clearly stated in the first sentence
As long as they don't have Hyundai on the car I'd roll in it. People still are going to shy away because everyone knows it's a Hyundai Genesis
Click to expand...
Yes.... I'm pretty sure that they are aware that it will take at least 10 years before genesis gains the ability to stand on its own
 
Famous1 said:
Ummmm. ... Genesis is the new luxury division of Hyundai. ...
Click to expand...

I try to be open minded. I like the 3.8 Coupe. Just not enough to pay for one. I just cant shake the image I had not even 10 years ago about Hyundai/Kia. Always on the side of the road, rundown, and ugly. Now they look good, but I still dont trust them longterm. I need them to build quality vehicles that last for the next 15-20 years before I shake that image.
 
I thought they probably did that a while ago. They wack ass cars have been looking better since 3-4 years ago. Im still not buying that shit until they change the name. What the hell is a Hyundai....
 
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That blog is about a year late as all of that took place last year. Earlier that year they hired BMW's chief M engineer to work on ride, handling and feel for Genesis, Hyundai and Kia. They knew it was going to be a slow burn and scooping up people left and right to get it right. Look at it this way. Hyundai is now where Japanese cars were in the late 80s. accepted to be reliable, but not a luxury car. It took them about 10 years to change that, and it will probably take Hyundai just as long.
 

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