South Korean car manufacturer Hyundai Motor Company launched a new luxury brand christened as the Genesis. The Genesis will be a stand-alone brand that would operate alongside the core Hyundai marque. Hyundai Motor Company will launch six new Genesis models by 2020 that would compete with the world's most renowned luxury car brands.

Hyundai already uses the Genesis name in its high end luxury sedan. The logo of the new brand has been inspired from the current wing-type logo used on the current Genesis sedan. The Genesis brand will also adopt a new alphanumeric nomenclature. The models will be named by combining the letter 'G' for Genesis followed by numerical depending upon the segment.

Hyundai said the new brand will focus on human-focused innovation, refined and balanced performance, athletic elegance in design and hassle-free customer experience.

"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, Vice Chairman, Hyundai Motor Company.

To design cars under the Genesis brand, Hyundai Motor has created a prestige design division. Luc Donckerwolke, who was previously responsible for the design of Audi, Bentley, Lamborghini, SEAT and Skoda models at the Volkswagen Group, will lead the new division from mid-2016.

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.

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