Hyundai Genesis Sub-Brand Denied by CEO

Plans are currently not in place to implement a Hyundai luxury sub-brand running with the Genesis nameplate, Hyundai America CEO John Krafcik confirmed to Ward’s Auto.

Earlier this month we reported that Hyundai boss Dave Zuchowski confirmed the possibility that “there’s a conversation going on within the company that says, ‘Does having the Hyundai badge on the premium vehicles sell more vehicles, or does it restrict us from selling more vehicles?”

Despite that, it seems the most recent conversation in Las Vegas with Krafcik points to the contrary, that in fact there won’t be a separate brand.

“We have no plan to change our Equus and Genesis retail approach – it’s working,” he said to Ward’s Auto.

Despite not having plans to differentiate the premium line which has relatively sky-scraping prices like the Equus’ $59,00 MSRP in contrast to their $12,545 sub-compact Accent, Krafcik seemed more positive on the possibility of an all-wheel drive Genesis in the future. Offering such a car would further expand their top-tier line which otherwise might have served as another reason to split the products apart.

“We believe we should have AWD on the next Genesis platform,” Krafcik said.

[Source: Ward’s Auto]