Hyundai Motor Group unveils "Genesis EQ900" [Curteosy of Hyundai Motor Group]
Hyundai Motor Group, the world’s 5th automaker, unveiled its new luxury sedan “Genesis EQ900”, Tuesday. Genesis is also a new brand name, which represents full sized luxury sedan lineup of Hyundai.
At the launching event of Genesis brand last Wednesday, Chung Eui-sun, the Vice Chairman of Hyundai Motor Group, stated, “The launch of Genesis means a new beginning for Hyundai Motor Group, Which has made significant progress in the international motor industry with entrepreneurial spirit and passion.”
During the launching event, Chung had emphasized what Hyundai’s goal is. “The elements we focused were well-balanced driving ability and stability. To create the world’s safest car,” he said. “Human-centered Luxury”, which is the brand identity of Genesis, is fully reflected on the EQ900.
“Highway Driving Assist System”(HDA) is one of the key features of EQ900. HDA assists the driver by analyzing conditions of the road ahead. When a curve or an obstacle on the road is detected, HDA slows the car down ensuring its safety. “H-TRAC”, an electronically controlled all-wheel drive system, which received superb feedbacks from both the industry and consumers is also applied to EQ900.
Since 2004, the Vice Chairman had led the company’s luxury brand development part. He tried to launch a new luxury brand in 2006, but of the economic crisis which shook the world, the plan had to be postponed.
Unlike ‘Lexus”, a luxury brand of Toyota which got separated from the start of business, Genesis brand will stay under the wings of Hyundai for the time being. But it the long term, Genesis is expected to be split from the company. Regarding the plan, “we will not rush. But we will work slow and purposefully into international luxury car market” Chung said.
Hyundai also has a joker card to back their Genesis brand. Luc Donckerwolke, A prominent, former chief designer of Bentley is hired by Hyundai Motor Group to join the development of its new luxury brand.
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Park Sae-jin
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