No Plans for Genesis Performance Sub-Brand

Hyundai Motor Co.’s high-end Genesis unit has no immediate plans to launch a performance-oriented sub-brand akin to BMW M, Mercedes AMG or Volvo Polestar.

Instead, the 3-year-old Genesis brand will focus on expanding its lineup and dealer network. "We're trying to set our base,” Manfred Fitzgerald, who heads the company’s global strategy, tells Car and Driver.

Affirming earlier statements, Fitzgerald dismisses the idea of launching a Genesis sub-brand. But he says power upgrades for current and future models are possible. Fitzgerald previously spent 12 years at Lamborghini as a brand and design executive.

Genesis currently sells three rear-wheel drive sedans: the G70, G80 and G90. An updated version of the flagship G90 is currently being introduced in South Korea, where it is known as the EQ900. Several SUV/crossover models also are said to be in the pipeline.

Genesis plans to open more than 300 stand-alone dealerships in the U.S. Most of the dealerships will go to current Hyundai franchises.

Hyundai launched its own “N” sub-brand two years ago. But affiliate Kia Motor Corp. has decided against a similar strategy, citing the high-development costs for additional model variants.