One of the biggest surprises to be dropped in the automobile industry this year was from Hyundai Motor. The company announced a new ‘Genesis’ brand of high-end cars to establish its space in the luxury car market. Excited about the launch of the Genesis brand, Peter Schreyer, President and Chief Designer at Hyundai Motor, spoke on many design details of the Genesis G90.
The renowned German automobile designer said that the Genesis brand will get its own design identity called ‘Athletic Elegance’. “Athletic elegance is illustrating like the moment of tension and energy when an arrow is discharged by the archer in a fraction of a second,” Mr. Schryer said. “The elegance of movement combined with an explosion of energy when a javelin goes off,” he added.
All Genesis models are going to be based on a rear-wheel drive platform. The reason Mr. Schryer mentioned the rear-wheel drive platform for the luxury line-up is that it allows a more premium style proportion (compared to front-wheel drive). The car be given a sort of ‘grand’ appeal with a long hood, shorter front overhang and the glasshouse pushed far back. Hyundai Motor presented this idea with the Hyundai “Vision G” Concept Coupe at the 65th Annual Pebble Beach Concourse d’Elegance in August. The entire Genesis line-up will be inspired by this concept.
The Genesis G90, which we spoke about as the 2016 Hyundai Equus till now, will be largely inspired by the coupe concept. “The silhouette is very similar to the Vision G,” the ex-Audi designer said.
All Genesis models will feature a large ‘Crest grille’ on the front, first introduced in the second generation Hyundai Genesis which will be rebranded ‘Genesis G80’ next year. The idea is to give a family look to all the models. A crest is the distinctive mark or symbol representing a distinguished dynasty or a family. Mr. Schryer revealed that several different front fascia grilles are being developed for the Hyundai models. Above the Crest grille, there will be a new refined spread-wing emblem on the hood.
Hyundai Motor has created a special design group for the Genesis brand, which it calls ‘G-Force’. This team is focused on and dedicated to only Genesis models. The company has hired Belgian automobile designer Luke Donkervolke who formerly worked at Lamborghini and Bentley. He’ll be joining the design team of the South Korean automaker in H1 2016.
The new luxury brand’s first three models will be Genesis G90 (Genesis EQ 900) full-size luxury saloon, Genesis G80 mid-size luxury saloon and Genesis G70 compact premium saloon. The G90 arrives this year and will be followed by the G80 next year. The G70 should go on sale sometime in 2017.
The Genesis G90 will likely be built only in South Korea and Russia, while the Genesis G80 should be exclusively built in former. The Genesis G70 may be pitched as the volume-seller and be built in North America too, but that’s a story for later.