The narrative of the luxury automotive brand began as a project within Hyundai Motor Company, designated to challenge established premium marques. This endeavor focused on delivering vehicles with superior design, performance, and technological innovation, marking a significant strategic shift for the parent company.
The creation of this distinct luxury division provided Hyundai with the opportunity to elevate its brand image and enter a more profitable market segment. The endeavor enabled the company to showcase advanced engineering capabilities and attract a customer base seeking sophisticated alternatives within the automotive landscape. This move also allowed for the development of a separate retail experience tailored to the expectations of luxury car buyers.