For years, people wondered why the luxurious Hyundai Genesis sedan possessed a different badge than the rest of Hyundai’s lineup. While other sedans and crossovers posses the recognizable Hyundai “H” emblem (which you can learn all about here), the Genesis was given a distinctly different one.
Now it all makes sense.
Hyundai Motors recently announced its plan to break the Genesis into the start of its own premium brand, Genesis Motors. In order to compete with the other mainstream automakers who have separate brands for their premium vehicles, Hyundai is finally following suit.
Will Genesis Motors stick with the same badge the sedan currently has?
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Since its introduction in 2008, the Hyundai Genesis has stood apart as Hyundai’s foray into the premium auto segment. Although it possessed the familiar “H” badge on its rear trunk for years, Genesis models overseas featured a different badge: a black hexagonal shield framed by a pair of wings. The badge became so popular with American buyers that it was preferred over the basic “H” one. It had been offered as a dealer-installed option upon purchase, and 80% of customers preferred the winged option.
Many predicted back in 2009 that Hyundai was in the early stages of preparing for a premium brand launch, which is why a different emblem was offered. Finally, in 2014, it became the only official emblem on the Genesis.
Clearly, the Genesis was aimed at other European and American premium automakers. After all, why else would Hyundai make a badge that clearly imitated Bentley’s… and Aston Martin’s… and Chrysler’s. Really, it seems obvious that if you want to announce yourself to be a luxury-line brand, simply put a pair of wings on your badge.
Since the badge’s introduction, it has been intended to separate the sedan from the rest of Hyundai’s lineup. “We wanted people to know it’s part of our Hyundai lineup,” Mike O’Brien, Hyundai’s vice president of product and corporate planning, once said. “On the other hand, people who buy premium vehicles want to feel special and have a premium experience.”
So is it likely that Genesis Motors will retain the winged badge as its official emblem? Certainly, considering how long Hyundai has been carefully building the Genesis image.
And the fact the emblem was used in the press conference announcing Genesis Motors’ formation.
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News Sources: AutoNews, Spellbrand
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