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Weekly Recap: Hyundai spins off Genesis as new luxury division

Hyundai is creating a standalone luxury division that will use the Genesis name in an ambitious move that could bring the Korean automaker more profits, sales, and prestige. The Genesis division launches in December in Korea, followed by a rollout in other markets, including the United States in 2016. The brand will have six models by 2020. They will all start with a "G" for Genesis, then have a number, like 70, 80, or 90 to represent their segment, Hyundai said. The vehicles will also get more upscale design to differentiate them from other Hyundais. Luc Donckerwolke, a veteran Volkswagen Group designer who joined Hyundai earlier this year, will oversee a new Prestige Design unit at the company. The current winged Genesis emblem will be restyled and worn by all of the brand's luxury vehicles. Hyundai says its new division will focus on technology, customer service, and will have "refined performance character." The current Genesis sedan offers a 5.0-liter V8 that makes 420 horsepower. Naturally, Hyundai is optimistic for its new Genesis brand, but it will face immediate challenges as it enters a crowded and competitive market with a long list of entrenched competitors. Brands with storied histories like Cadillac and Lincoln have struggled recently, and even top-selling brands Mercedes-Benz, BMW, and Lexus aren't immune to potential troubles. Rumors have persisted that Hyundai harbored luxury ambitions since it first launched the Genesis sedan in 2008. OTHER NEWS & NOTES SEMA shows aftermarket's strength Further evidence of the auto industry's momentum was on display at the SEMA show this week as carmakers and tuners again turned out in full force. The Ford Cobra Jet Mustang, a Chevy Silverado customized by Kid Rock, and a Kia Forte Koup Mud Bogger were among the prominent displays. The show attracts more than 140,000 people per year, including 2,400 exhibitors, who come to buy and sell products. SEMA is a barometer for customization trends in the aftermarket, a key reason automakers attend. "They represent things we are thinking about and want to get some exposure," Mopar boss Pietro Gorlier said. Honda previews next-gen Ridgeline In other SEMA news, Honda previewed the next generation of its Ridgeline pickup at the show with a race-prepped vehicle that will compete in the Score Baja 1000 this year. The hood, side profile, roof, and front fascia offer hints of what the new truck will look like in production trim. Art St.

Hyundai refining dealer strategy for premium models

Automotive News reports Hyundai is set to give its sales strategy for premium vehicles a once-over. Moving forward, each of the automaker's five North American regions will have a premium product operations manager. Those managers will all report directly to a senior group manager based at the Hyundai headquarters in California. To begin with, the group will start by identifying what dealers are currently doing right to sell the automaker's luxury hardware. From there, the group will then help spread those practices to the 320 dealerships currently authorized to sell the Equus. All told, Hyundai has some 800 dealers in the US.
The move comes ahead of the launch of the second-generation Genesis and Equus. Both sedans are slated to hit showrooms by early next year. The Genesis debuted in 2008 with the Genesis Coupe following along in 2009, while the Equus first landed on US shores in 2011.

Hyundai planning 250-mile electric vehicle by 2020

Until plug-in vehicle buyers stop caring about all-electric range - and who knows when that might happen - the distance an EV can travel on a full charge will remain an important selling point. Most US drivers go less than 40 miles a day, but that's not stopping at least two high-profile automakers from building a 200-mile EV. Both the Chevy Bolt EV and the Tesla Model 3 are shooting for this target. They won't rest on their laurels. Hyundai is prepping a 250-mile electric vehicle for 2020. Byung Ki Ahn, Hyundai's director, eco-vehicle performance development group, revealed the plans to Autoblog today after also confirming a 200-mile EV for 2018. This is above and beyond the Ioniq EV that will launch in the US later this year with 110 miles of range. Hyundai already had revealed its plan to offer 26 new green models by 2020, including plug-ins, hybrids, and hydrogen fuel cell vehicles, but there were no specific details about the EVs mentioned there. The EV world will be quite different in four years, but Hyundai thinks it has a strategy to get its customers prepared for the launch of the three Ioniq models, which include a plug-in hybrid and a standard hybrid, and future EVs. Until now, the company believes, according to Chris Hosford, Hyundai's corporate communications executive director, the automotive industry has not yet adequately communicated the advantages and differences of plug-in vehicles to customers. As Hyundai prepares to flood the market with green models in the next few years, expect lots of educational materials to come from Hyundai dealerships, as well as commercials. "We know there is a lot of education necessary," Hosford said. Related Video: Featured Gallery 2017 Hyundai Ioniq: New York 2016 View 11 Photos Green Marketing/Advertising Hyundai AutoblogGreen Exclusive Electric exclusive range anxiety ev range hyundai ev