Hyundai Motor has announced the launching of an all-new global luxury brand called Genesis. The brand will include a range of new luxury models, and will stand-alone from and operate alongside Hyundai Motor. 

“We have created this new Genesis brand with a complete focus on our customers who want smart ownership experiences that save time and effort, with practical innovations that enhance satisfaction. The Genesis brand will fulfill these expectations, becoming a market leader through our human-centered brand strategy,” said Euisun Chung, Hyundai Motor Company Vice Chairman.

According to Hyundai, to differentiate the Genesis brand, there will be a distinct design identity, emblem, naming structure and customer service offering established. To develop this distinctive and differentiated design, Hyundai has created a Prestige Design Division. Luc Donckerwolke, who was responsible for the design of Audi, Bentley, and Lamborghini models at the Volkswagen Group, will lead this new division as the Head of the Hyundai Motor Design Center.

The Genesis models will have a new wing-type emblem, redesigned from the version used on the current Hyundai Genesis model. This emblem firmly cements the Genesis models as a collective family of luxury models under the Genesis nameplate. Future models will be named by combining the letter ‘G’ for Genesis with a number: 90, 80 or 70 etc., representing the segment.

Genesis will launch six new models by 2020.