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Hyundai Motor launches luxury car brand

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  • AP
    A man walks by a picture of Hyundai Motor's sedan Genesis outside of its showroom in Seoul

SEOUL >> Hyundai Motor Co. says it is launching a premium car brand named after its Genesis sedan to boost profitability and its share of the fast-growing global market for luxury vehicles.

South Korea’s largest automaker said Wednesday that the Genesis brand will begin with two sedans, including the namesake upscale car launched two years ago and a large flagship sedan slated for release next month.

It will add four more models including a sports coupe by 2020.

The company had planned to launch the stand-alone brand when it released the first Genesis sedan in 2008 but postponed because the global financial crisis dented sales of luxury cars.

Design will be overseen by a former Bentley designer.

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