Hyundai Motor Group launches premium brand 'Genesis' Hyundai Motor Group launches premium brand 'Genesis'

2021.11.12 2011-2019 분량0min

Towards a better future via technological innovation

The indomitable spirit of Korea’ is a nickname after achieving the ‘Miracle on the Han River’ and overcoming the global financial crisis in 2008. The county takes a quantum jump in the 2010s. The annual trade volume tops 1 trillion dollars for the first time and K-pop sweeps across Europe and South America beyond Asia. HMG also fulfills its responsibilities as a corporate citizen and sustainable management for a better world while establishing its position as a global top brand.

Brand philosophy for customer satisfaction

The Dangjin integrated steel mill in Hyundai Steel began to run in 2010, Hyundai E&C was affiliated in 2011, and HMG became a global giant with three major axes: automobiles, steel, and construction. As the country continued to increase trade volumes along with the revival of the Korean Wave 2.0, HMG also attracted people all around the world with its brand philosophy.

In 2011, a blockbuster commercial ad grabbed attention around the world. The video featured 427 Sonatas running in line shaping the word, ‘HYUNDAI.’ With its bouncing metal plates and blaring sound, the video is still considered as a legendary image of innovation and the spirit of challenge.

Defining Moment

Hundreds of Sonatas running in line with the alphabet 'New Thinking New Possibilities'

Hyundai Motor Company commercial advertisement 'New Thingking New Possibilities'

Commercial Advertisement

The commercial advertisement showed a new brand slogan of 'New Thinking, New Possibilities' presented by Hyundai Motor and Innocean. It delivered a message that the vehicle was not just a means of transportation, but a space of life and time itself. Rather than explaining its new determination and philosophy in detail, the commercial displayed an amazing event that the vehicle can do.

HMG strived to surprise customers beyond customer satisfaction by declaring Quality First and honing its technological prowess from the start. After ten years since its inception, the Group redesigned its global marketing strategies with the idea of not only producing and selling trouble-free vehicles, but also sharing its brand philosophy. 

The launch of a premium brand, Genesis

Genesis in front of the Los Angeles Philharmonic Concert Hall, USA

 

Genesis was launched as Korea’s first premium brand in Nov 2015. Its name was identical to the large sedan launched by Hyundai in 2008. But it was renewed as an independent premium brand after going through harsh processes and tests over seven years. 

Close-up of the logo on the front bumper of a Genesis car

Premium brand 'Genesis' launching (2015)

The world paid close attention to the birth of a luxury brand representing Korea. Armed with the design of ‘dynamic elegance’ and ‘the beauty in an empty space’ as well as constant technological innovation, Genesis has grown dramatically in the global luxury car market where a wide range of brands have involved in a heated rivalry. Its success is rare in the automobile history. 

Genesis EQ900

'EQ900' became the first model since the official launch of the Genesis brand

Following the US, Canada, Russia, Australia, and the Middle East, Genesis has recently made inroads into the vast Chinese market and the European market, which is the birthplace of automobiles, mesmerizing people globally. Genesis sets up a new milestone for an upscale brand with an excellent product quality, a sophisticated design, a comfortable ride, and a diverse lineup equipped with convenient and advanced safety and convenience specifications as well as a fast electrification strategy.

Defining Moment

Genesis

Since its launch in 2015, Genesis has been prominent and outstanding in overseas markets by getting a series of awards and favorable reviews. The Genesis G90, which made inroads into the United States market, named one of finalists for the North American Car, Utility and Truck of the Year (NACTOY) award in 2016, raising expectations for the success of a new premium brand. The Genesis G70 greatly astonished the world by earning the 2019 North American Car of the Year title. Genesis was the highest-ranked premium car brand in the J.D. Power Initial Quality Study (IQS) for four consecutive years from 2017. It also topped the list in the IQS’s Vehicle Dependability Study (VDS) in Feb 2020.

2018 JD Power 1st place

Genesis achieves first place in 2018 new car quality survey announced by J.D. Power and first place in premium brand

Low carbon green growth and eco-friendly management

Environmental management is not an option but a must for sustainable growth. HMG, which has strived to develop eco-friendly vehicles from its beginning, pursues environmental management in all areas of R&D, production, procurement, sales, and service. 

Global environmental management declaration ceremony

Global environmental management declaration ceremony (2003)

After declaring ‘Global Environmental Management’ as a key corporate strategy in 2003, the standards for technological developments and production activities focused on ‘going green’ ranging from hybrid vehicles, electric vehicles, to FCEVs. While the Group laid the foundation for mass producing eco-friendly vehicles until 2010, its system was finally established from 2011. The Sonata Hybrid made its debut in 2011 after 34 months of R&D. The Ray Electric Vehicle, the first mass-produced pure electric vehicle in Korea, was also introduced in 2011. 

The passion for developing an FCEV went back a long way. The Group was entirely committed to developing an FCEV for 12 years since its announcement in 2000: The Tucson ix35 Fuel Cell, the world's first mass-produced FCEV, was eventually introduced in 2013. HMG finally launched its hydrogen electric vehicle Nexo in 2018 that was the technological flagship model of the eco-friendly vehicle lineup and green technologies were concentrated. The FCEV features a compact fuel cell system, an enhanced efficiency, and a driving range of 609km on a single charge. NEXO is not only a zero-emission vehicle, but also a ‘running air purifier’ that purifies ultra-fine particles with an advanced air purification system.

Defining Moment

The front side of the Nexo parked at the H2 charging station

Hyundai Nexo (2022)

Nexo

NEXO is a hydrogen fuel cell powered crossover SUV by leveraging the Group’s experience and expertise in developing eco-friendly vehicle technologies. The vehicle is an eco-friendly model based on a new hydrogen fuel cell system with an advanced driver assistance system (ADAS), UX-based futuristic interfaces, and a design that reinterprets spaces 

HMG has invested in green growth continuously. The Group not only finalizes the resource recycling business structure with the establishment of an integrated steel mill in Hyundai Steel, but also creates a new growth engine and an added value by enforcing core competencies for green growth and green partnership. A combination of small steps eventually leads to a large trajectory. The Group's eco-friendly initiatives remain silent but steady.

Major History

Hyundai Motor Group logo
Chairman Chung Mong-koo waving a flag with the Hyundai E&C logo on it
1.6 Gamma Engine
A scene where Hyundai Motor CEO Jeong Jin-jin and Yeosu Expo Organizing Committee Chairman Dong-seok Kang hold a sponsorship agreement ceremony
Human Resources Development Center Mabuk Campus
Hyundai Motor Company’s JD Power ranks first in repurchase rate
Geneva Motor Show
Interbrand Best Global Brand 2012
Mass production of Tucson hydrogen electric vehicle
Hyundai E&C logo
Completed Hyundai Steel No. 3 Blast Furnace
Hyundai Mobis Turkey Module Plant
Hyundai Card Design Library
Hyundai Motor Company’s hydrogen electric powertrain selected as ‘Top 10 Best Engines in North America’
2014 Brazil World Cup
Hyundai E&C logo
Hyundai Mobis Heihe Winter Driving Test Center, China
현대모터스튜디오 전경
Genesis Emblem
Hyundai Motor sold 10 million units in 29 years in the US
Kia enters Mexico
Sonata PHEV powertrain
‘IONIQ’ launched
Kia’s eco-friendly model ‘Niro’ launched
Kia Mexico Plant
Hyundai Wia logo
hyundai & Kia logo
Hyundai Motorstudio Goyang
Hyundai Motor Group China Big Data Center
Hyundai Mobis Seosan Driving Test Center
Hyundai Steel launched ‘H CORE’
Hyundai Motor Group logo
Seoul-Pyeongchang 190km highway autonomous driving
Sponsorship for the 2018 Pyeongchang Winter Olympics
Turkmenistan Petrochemical Complex
Eco-friendly SUV ‘Nexo’
Hyundai Transys launched in 2019
Hyundai Motor World Rally Team WRC Monte Carlo Rally
Genesis G70 named North American Car of the Year
Kuwait Jaber Causeway Maritime Bridge
Hyundai Motor Company’s ‘2025 Strategy’
Hyundai Motor Company Logo

Hyundai Motor Group logo

2011 HMG announces the vision and CI to make a new leap forward

Chairman Chung Mong-koo waving a flag with the Hyundai E&C logo on it

2011 Hyundai E&C incorporated into Hyundai Motor Group

1.6 Gamma Engine

2011 The 1.6 Gamma engine of Hyundai KIA selected as one of the global top 10 engines

A scene where Hyundai Motor CEO Jeong Jin-jin and Yeosu Expo Organizing Committee Chairman Dong-seok Kang hold a sponsorship agreement ceremony

2012 The official sponsor of the 2012 Yeosu EXPO

Human Resources Development Center Mabuk Campus

2012 Construction completion of Training Center campus Mabuk

Hyundai Motor Company’s JD Power ranks first in repurchase rate

2012 Hyundai ranks 1st by J. D. Power repurchase rates

Geneva Motor Show

2012 Hyundai KIA unveils an EV concept car such as Hyundai IONIQ and new Kia Ceed at the Geneva International Motor Show

Interbrand Best Global Brand 2012

2012 Hyundai and Kia rank 53rd and 87th respectively in the world’s top 100 brands, as calculated by Interbrand

Mass production of Tucson hydrogen electric vehicle

2013 Hyundai Motor launches firstly mass-produced Tucson FCEV

Hyundai E&C logo

2013 Hyundai E&C exceeds 100 billion dollars in overseas orders

Completed Hyundai Steel No. 3 Blast Furnace

2013 Construction completion of Hyundai Steel’s No. 3 blast furnace

Hyundai Mobis Turkey Module Plant

2013 Construction completion of MOBIS Turkey (MTR)

Hyundai Card Design Library

2013 Design Library in Hyundai Card opened

Hyundai Motor Company’s hydrogen electric powertrain selected as ‘Top 10 Best Engines in North America’

2014 Hyundai Motor’s hydrogen-electric powertrain selected as ‘Top 10 Best Engines in North America’, Hyundai i20 WRC participated

2014 Brazil World Cup

2014 The official sponsor of 2014 FIFA World Cup Brazil

Hyundai E&C logo

2014 Construction completion of the Jang Bogo Station Antarctica in Hyundai E&C

Hyundai Mobis Heihe Winter Driving Test Center, China

2014 Construction completion of a cold weather vehicle drive testing site of Hyundia MOBIS in Heihe

현대모터스튜디오 전경

2014 Hyundai Motor opens Hyundai Motor Studio, a flagship brand showroom

Genesis Emblem

2015 Hyundai Motor launches a new global luxury brand, Genesis

Hyundai Motor sold 10 million units in 29 years in the US

2015 Hyundai Motor achieves 10 million sales for the first 29 years after entry into the U.S.

Kia enters Mexico

2015 Kia accelerates the entry into a new market in Mexico

Sonata PHEV powertrain

2015 Hyundai sonata PHEV powertrain selected as the world’s top 10 engines

‘IONIQ’ launched

2016 Hyundai Motor launches a South Korea's first eco-friendly model, IONIQ.

Kia’s eco-friendly model ‘Niro’ launched

2016 Kia launches an eco-friendly model, NIRO

Kia Mexico Plant

2016 Kia and Hyundai WIA complete the construction of plants in Mexico

Hyundai Wia logo

2016 Hyundai WIA completes the construction of a multi-purpose engine factory in Seosan

hyundai & Kia logo

2017 Hyundai Kia establishes ‘Strategy and Technology Research Lab of Hyundai Motor Group’

Hyundai Motorstudio Goyang

2017 Hyundai Motor opens Hyundai Motor Studio in Goyang

Hyundai Motor Group China Big Data Center

2017 HMG opens the Big Data Center in China

Hyundai Mobis Seosan Driving Test Center

2017 Hyundai MOBIS completes the construction of the Driving Test Center in Seosan

Hyundai Steel launched ‘H CORE’

2017 Hyundai Steel launces ‘H CORE’, an earthquake-resistant rebar

Hyundai Motor Group logo

2018 HMG establishes five open innovation centers

Seoul-Pyeongchang 190km highway autonomous driving

2018 Achieves autonomous driving from Seoul to Pyeongchang (190km)

Sponsorship for the 2018 Pyeongchang Winter Olympics

2018 The sponsor of the 2018 Pyeongchang Winter Olympics

Turkmenistan Petrochemical Complex

2018 Hyundai Engineering completes the construction of the first petrochemical complex in Turkmenistan

Eco-friendly SUV ‘Nexo’

2018 Launches the futuristic technology intensive SUV Nexo, the flagship for Hyundai's eco car portfolio

Hyundai Transys launched in 2019

2019 Launch of Hyundai Transys (Hyundai Dymos and Hyundai Powertech merged)

Hyundai Motor World Rally Team WRC Monte Carlo Rally

2019 The Hyundai Motors World Rally Team ranks 1st in the manufacturer category at the Monte Carlo Rally in the 2019 WRC

Genesis G70 named North American Car of the Year

2019 Genesis G70 crowned North American Car of the Year

Kuwait Jaber Causeway Maritime Bridge

2019 Hyundai E&C completes the construction of the Sheikh Jaber Causeway in Kuwait

Hyundai Motor Company’s ‘2025 Strategy’

2019 Hyundai Motor reveals ‘Strategy 2025’

Hyundai Motor Company Logo

2019 Hyundai Motor sings an investment agreement on the Hyundai Motor Manufacturing Indonesia (HMMI)