Hyundai Motors will soon be taking a portion of the high-end luxury segment after the company announced that they will be launching the 'Genesis' brand.

Aimed to deliver a new sense of luxury in an ever more discerning market according to Hyundai, the stand-alone brand will release 6 new Genesis models by 2020 and will have what Hyundai called 'human-centered' luxury.

“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, Hyundai Motor Company Vice Chairman.

Exact details about the upcoming cars were not specified, though the company did say that these will be completely different from Hyundai models. In addition, the brand will concentrate on a hassle-free, personalized customer experience, distancing itself from the mass market.

To further emphasize itself as a different brand, Genesis will have its own design language, emblem, naming structure, and customer service. The names themselves will have an alphanumeric basis and will be combined with the letter 'G'(i.e. G90, G80, etc.).

The emblem on the other hand will be redesigned for the new brand and will have a more luxurious appearance than the current badge.

Luc Donkerwolke

Heading the Prestige Design Division of Genesis will be Luc Donckerwolke who previously led design processes of Audi, Bentley, Lamborghini, SEAT and Skoda models under Volkswagen AG. He will still hold his tenure as Head of the Hyundai Motor Design Center.

Peter Schreyer, on the other hand, will oversee the design work of Prestige Design Division. Schreyer will still fulfill his duties as President and Chief Design Officer of Hyundai Motor Group.

“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,” said Schreyer.

Woong-Chul Yang, Head of Hyundai Motor R&D Center and Vice Chairman of Hyundai Motor stated that all Genesis models will have the best in luxury amenities and technical features.

“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,” said Yang.

The brand will launch in December 2015.