Hyundai Motor this week officially launched a new global premium brand, Genesis, as it targets growing demand for luxury cars. The company is following in the footsteps of leading global automakers such as Toyota with its Lexus brand. It will launch luxury versions of existing models, including the G90, G80 and G70.

The brand will be launched with two models, an up-market version of the second-generation Genesis passenger car and a larger flagship model due to be launched next month. A further four models will be launched over the next four years.

Behind the development of the new Genesis brand is Luc Donckerwolke, head of Hyundai Design Worldwide and formerly the chief designer of Bentley. He will work with Hyundai-Kia chief designer Peter Schreyer to create new models.

Donckerwolke began his design career in 1990 at Peugeot before joining Audi in 1992 and later helped reposition Skoda within the Volkswagen group.