Hyundai launches a new ‘Genesis Motors‘ sub-brand

Hyundai has just announced that it would be launching a new luxury sub-brand called Genesis Motors.

Genesis, which is currently attached to Hyundai’s flagship luxury saloon, will officially launch in December 2015 with up to 6 models planned by 2020.

The new line will first be marketed in China, Korea and the Middle East followed by the United States, Europe and the rest of Asia.

Much hasn’t been revealed about the luxury brand yet but more news is expected soon.

The new ‘Prestige Design Division’, led by former Bentley design chief Luc Donckerwolke, will handle the styling of the new Genesis.

Each model is expected to start with a ‘G’ followed by a number - G80, G70, G… - depending on the size of the vehicle.

The first model is expected to be revealed before the end of the year.

But what does all this mean for Hyundai?

Genesis Motors will compete with the world’s most renowned luxury brands, which could either hurt or help the company depending on how they handle it all.

We can’t really come to any conclusions at this point, not until more is revealed about Genesis.