Korean manufacturer Hyundai has revealed plans to launch a new, premium, brand called Genesis by 2020.
Genesis will operate as a distinct brand from Hyundai, with its own name, badge, branding and customer service.
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To develop the design, Hyundai has created a ‘Prestige Design Division,’ which from mid-2016 will be headed by Luc Donckerwolke, who was previously responsible for the design of Audi, Bentley, Lamborghini, SEAT and Skoda models at the Volkswagen Group
The company said one way it will look to differentiate Genesis from its competitors will be by focusing on creating a personalised, hassle free customer experience instead of putting as much technology as possible into the cars.
The plan is to launch six models by 2020.
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By GlobalData
