Hyundai Motor has announced an all-new global luxury brand, Genesis, which means "new beginnings" and will carry the new wing-type emblem (above), redesigned from the version used on the current Genesis model. Rumored for sometime after the introduction of Hyundai's premium luxury Genesis and Equus vehicles, Genesis will be a stand-alone brand that operates alongside the Hyundai marque with plans to launch six new Genesis models by 2020 to compete with the world’s most renowned luxury car brands. Hyundai says the brand's ‘human-centered’ luxury will have "a complete focus on customers who want smart ownership experiences that save time and effort, with practical innovations that enhance satisfaction", according to Hyundai Motor Company Vice Chairman Euisun Chung. The Genesis brand will adopt a new alphanumeric naming structure. Future models will be named by combining the letter ‘G’ for Genesis with a number, 90, 80 or 70 etc., representing the segment. Hyundai Motor has created a Prestige Design Division to differentiate the new Genesis brand vehicles.
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