To elevate and differentiate the Genesis brand from Hyundai, a distinct design identity, emblem, naming structure and customer service offering is being established.

Models will be badged with a new wing-type emblem, redesigned from the version used on the current Genesis model to create a more luxurious look and cement the luxury family named by combining the letter ‘G’ for Genesis with a number, 90, 80 or 70 etc, representing the segment.

Woong-Chul Yang, head of Hyundai Motor R&D Center and vice chairman of Hyundai Motor said: “The Genesis models will provide technological innovation, excellent driving performance and luxury to customers.

“Every Genesis model will be created with the needs of our customers in mind, so the resulting car will perfectly meet their needs without any unnecessary burden or excess.”

Fitted with the latest proactive safety technologies, intuitive convenience features and IT connectivity, Genesis models are engineered to provide excellent ride comfort while retaining confident sportiness.

Initially on sale in the Korean, Chinese, North American and Middle Eastern luxury car markets, the Genesis brand will expand its reach to Europe and other parts of Asia as the model range grows to full strength.

Setting the brand’s cars apart from competitors, innovation will begin with customer requirements directing development. This philosophy echoes the vision of Hyundai Motor to be a ‘lifetime partner in automobiles and beyond’, with the ‘modern premium’ brand direction of Hyundai reinterpreted for the Genesis marque.

In September  Hyundai showcased its high performance sub-brand N at the 2015 Frankfurt International Motor Show. Built on the foundation of the company’s intensive product development and motorsport experiences, Hyundai ‘N’ ultimately aims to develop future performance-oriented models.