Hyundai to split Genesis off as its own luxury brand

Hyundai has announced that it will launch a new global luxury brand, Genesis, from December 2015.

Hyundai says that Genesis “will deliver ‘human-centered’ luxury through a range of new models that feature the highest standards of performance, design and innovation.”

By 2020 there will be six Genesis models that will “compete with the world’s most renowned luxury car brands.”

Future models will be branded as G90, G80, G70 and so forth depending on size, pricing and status. The G stands for Genesis.

The brand will have distinct design, and will be led by Luc Donckerwolke from mid-2016. Donckerwolke was previously head of design at Audi, Bentley, Lamborghini, Seat and Skoda.