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Hyundai Genesis luxury brand rumoursPosted On March 7, 2016
Who is Albert Biermann and why you should care? Let’s start with why you should care because the answer to that relates directly with the new Genesis luxury brand. While those familiar with Hyundai will, understandably, find themselves focusing on the Genesis and Genesis Sedan vehicles – there’s more to it than that.
Hyundai will now officially use the nameplate for branding their luxury car division. The news comes with an announcement that there will be six-vehicles launching under the Genesis marque by 2020. Concepts include the Vision G Coupe, and the changes come in tandem with a reveal that Kia Motors, a sister company partly owned by Hyundai, will be developing a sedan to go head-to-head with BMW and Audi, codenamed “CK”, and expected to hit the market in May 2017.
Back to Hyundai – the new Genesis brand will operate independently under Hyundai, and expects to pose a serious threat to the luxury divisions including Lexus, Acura, and Infiniti.
The Genesis marque will start with a new naming convention – “G” – followed by a number. Hyundai Motor Company Vice Chairman Euisun Chung had this to say about the move:
“We have created this new Genesis brand with a complete focus on our customers who want smart ownership experiences that save time and effort, with practical innovations that enhance satisfaction. The Genesis brand will fulfill these expectations, becoming a market leader through our human-centered brand strategy.”
In an expected move, Hyundai has stated that the Equus and Genesis Sedan models will be slotted under the new Genesis brand name, with plans to include a mid-size SUV in a similar category as the Lexus RX.
Just last month in January, 2016, Hyundai showed off the new G90 – a full-size sedan, alongside news that they would produce a coupe model called, at the time of this article, the G70. With two-doors, the model is likely to have many of the qualities presented on the Vision G Concept car, possibly equipped with a twin-turbocharged 3.3-litre V6 engine present on a number of the current-generation Hyundai and Kia models.
Now, back to the other point – who is Albert Biermann?
Biermann is a highly-recognized member of the automotive industry, particularly on the development side, with an impressively long resume that includes a profound presence on the BMW vehicle line. His name can be immediately connected to the M3 and the M5, with the qualifications behind him stemming from his position as head of the M performance division unity. How much influence did Biermann have? Well, after 32 years working for the same company you can bet that the answer is: quite a bit.
Recently, Biermann has taken up a position with Hyundai’s new Genesis luxury brand – and has stated that it is his belief that every car can be made a hero given the right guidance and engineering. Clearly, Hyundai knows what they want and have attracted the right people to plot the course forward and while the journey may not be easy, the prospects looks good and the concepts, insofar as they have been revealed, look great. You can be sure that the team at Langley Hyundai will keep reporting as more official information is revealed on the new Genesis brand.