In December, last year, it was revealed that Hyundai was considering bringing its full-size luxury offerings, the Genesis and Equus to India. Though the old version of the Genesis was available only in left-hand-drive markets, the 2015 model has been developed in right-hand-drive version too. Now, according to a report, it seems that Hyundai might launch the 2015 Genesis in India in limited numbers. The car will be brought in as a completely-built-unit (CBU) and is expected to improve Hyundai’s brand perception in the country.
The 2015 Genesis has been designed along the lines of Hyundai’s Fluidic Sculpture 2.0 language with sharp body lines and a coupe-like roofline. The car houses a huge single-frame grille in the front with larger headlamps. The car comes loaded with latest technology and creature comforts on par with bigger Mercs and Audis. The Genesis is offered with two engine options, both petrol and for the first time, is available with an all-wheel-drive system. The 3.8-litre V6 produces 311bhp and 397Nm of torque, while the top-of-the-line 5.0-litre V8 produces a monstrous 420bhp and 519Nm of torque.
Hyundai has been gauging the customer acceptance of Hyundai’s luxury car range and acknowledges that they will need a different network to sell the Genesis and Equus in India. Hyundai since its arrival in India has always been known for its small hatchbacks. Despite the lineup now boasting of good sedans like the Verna, Elantra and the Sonata, the tag of Hyundai being a small car manufacturer has hardly changed. Though both these cars have been quite successful in the overseas markets, Hyundai has its work cut out in case it wants to make any impact here.
In a market like India, where brand value is a major influencing factor in the premium segment, people might find it hard to justify spending this kind of money on a ‘Hyundai’. While introducing the car under a different badge, like Kia, might do the trick, such a strategy is more effective for cars capable of generating huge volumes. The Indian car market has been kind to luxury car makers as they have been posting their best-ever sales figures. This might just be the perfect time to enter the luxury segment and if Hyundai is here to stay, then introducing a new brand for premium cars will be beneficial in the long run.
