Seoul, South Korea - Hyundai has launched a global luxury nameplate, to compete with Toyota's Lexus, Nissan's Infiniti and Honda's Acura sub-brands.
From now on Genesis will no longer be the model name for Hyundai's flagship sedan, but a whole line-up of 'human-centred' luxury cars and SUVs, starting with an all-new luxury sedan in December 2015.
Making the announcement on Wednesday in Seoul, Hyundai vice-chairman Euisun Chung the range would be extended to six models - including a sports coupé and a premium SUV - by 2020, intended to attract 'new luxury' customers with a combination of user-friendly technology, refined performance and styling, and a hassle-free customer experience.
Chung said Genesis would "distance itself from the traditional technological overload of brand-focused competitors", concentrating instead on a personalised service.
To give the brand a distinct identity of its own, Hyundai has appointed Luc Donckerwolke, previously head of design for Audi, Bentley, Lamborghini, Seat and Skoda models at Volkswagen, has been appointed to lead the new division.