The Strategy That Took Hyundai From Budget Brand To Luxury ContenderThe interior of a Hyundai Genesis. In between the sporty Hyundai Genesis variants, Hyundai released the full-size luxury-intended Hyundai Equus in 2010. With three existing models, Hyundai launched the Genesis brand in the mid-2010s, with the new-generation Equus as the first-generation Genesis G90. Since becoming a standalone luxury brand a decade ago, Genesis has steadily challenged the industry's luxury hierarchy through value-based ownership, rather than prestige-based aspirations. German luxury strength is undeniable, but Genesis is showing that quality luxury is no longer exclusive to the most elite badges.