HYUNDAI has announced an all-new global luxury brand, Genesis, that will deliver ‘human-centred’ luxury through a prestige range of new models to feature the highest standards of performance, design and innovation.

Created for a new generation of discerning consumers, Genesis will be a stand-alone brand in a new division that operates alongside the popular Hyundai marque, with six new Genesis models launched by 2020 to compete with the world’s most renowned luxury car brands.

Tasked with creating the Hyundai Genesis vision are two names with high regard in the industry. Luc Donckerwolke, who was previously responsible for the design of Audi, Bentley, Lamborghini, SEAT and Skoda models at the Volkswagen Group, will lead this new Prestige Design Division from mid-2016 alongside heading the Hyundai Motor Design Center.

The work of the new Prestige Design Division will be overseen by Peter Schreyer, as part of his group-wide design responsibilities as president and chief design officer (CDO) of Hyundai Motor Group.

Schreyer said: “In creating the design signature of Genesis brand cars, we set out to display confidence and originality, creating highly desirable products that present new charm through innovative styling and proportions.”

Euisun Chung, Hyundai Motor Company vice chairman, said: “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-centred brand strategy.”

Hyundai promises: “The new model line-up will distance itself from the traditional technological overload of brand-focused competitors, concentrating instead on a personalised, hassle-free customer experience.”