If you want a Hyundai hatchback with all the bells and whistles, you’ll buy a Hyundai hatchback with all the bells and whistles – that's the message from the company’s luxury arm Genesis, which will not reach down to the small car segment.
Hyundai Motor America president and chief executive officer Dave Zuchowski made the brand’s intentions clear – for America, at least – in an interview with Australian media at the 2016 Detroit auto show.
When asked if Genesis would build a car smaller than the upcoming G70, which is a rival to the likes of the Audi A4, BMW 3 Series and Mercedes-Benz C-Class, Zuchowski came straight out with an honest answer.
“No,” he said to that idea. “The problem there is we already have Hyundai. It just doesn’t make sense. For Mercedes, it makes sense. For Audi, it makes sense.
“I would tell you that it’s no more risky for us to stretch our brand going up than it is for them to stretch their brand going down,” he suggested.
That means Genesis won't battle in the highly lucrative segment where the Audi A3, BMW 1 Series and Mercedes-Benz A-Class all fight it out. It seems a Hyundai i30 Premium will suffice. The new-generation i30 is due at the end of this year.
Genesis has already confirmed it intends to have six models in its ranks over the coming years, including the G80 sedan (currently called the Hyundai Genesis), the larger G90 sedan, and the smaller G70 model. The G70 will also spawn a coupe version and an SUV, and the G90 is expected to also produce a spin-off large SUV.