Hyundai Names Head for Genesis Luxury Brand in U.S.

Hyundai Motor Co. has named Erwin Raphael to become the first U.S. general manager of its new Genesis luxury brand, effective March 1.

Raphael, 49, joined Hyundai in 2010. He currently heads Hyundai’s Western sales region.

Hyundai plans to launch the brand’s first model, the rear-drive Genesis G90 large sedan, this summer. The car will replace the Hyundai Equus, which Hyundai introduced six years ago to test the American luxury market.

Hyundai unveiled the Genesis G90, which will be called the EQ900 in South Korea, last December in Seoul. Next year it will add the G80, a facelifted version of the current Hyundai Genesis sedan. The brand also plans to add a coupe, a smaller G70 sedan and midsize and large crossover vehicles by about 2020. Genesis hopes to reach annual sales of 90,000 units by then.

Automotive News notes that Hyundai doesn’t plan to require stand-alone Genesis stores in the U.S. for at least the next few years. Instead, all existing Hyundai dealers will be allowed to sell the Genesis G80, and about half also will get the G90.