Genesis G90

Genesis, Hyundai’s sub-division of luxury models, is eager to establish itself as a genuine luxury brand before setting any sales targets for itself. Speaking to CarAdvice, Genesis’ general manager, Erwin Raphael revealed that getting the brand on par with the likes of Lexus, Infiniti and even Mercedes-Benz and BMW is a top priority.

“I am less interested in the volume of cars that we sell than the fact that people will look at Genesis and identify luxury by Genesis. So, we are not looking at numbers. That’s irrelevant right now, we just want to make sure that the brand is established well,” Raphael said.

The Genesis G90 (a.k.a. EQ900L) is already available in the US and Korea, competing with the Mercedes-Benz S-Class, BMW 7 Series and Lexus LS. The luxury brand has also rebadged the original Hyundai Genesis to become the G80 — a model that will rival the E-Class and 5 Series types.

Genesis G90

Its next steps include developing a C-Class/3 Series fighter, known as the Genesis G70 — previewed recently by the New York Concept. Beyond this, two SUVs and more sedans are said to arrive by 2020.

“We have fierce competition, this is tough. We have all the big players that have been here for years and years. They are entrenched as aspirational brands and we are the new kids on the block. So, of course it’s going to be a lot of competition,” Raphael explained. He added that one way of competing with the top brands will be to offer very competitive pricing for its models.

GALLERY: Genesis G90