hyundai genesis g90

Hyundai has announced that Manfred Fitzgerald, former director of brand and design at Lamborghini, will be leading the Genesis brand from January 2016. He has been appointed as senior vice-president and will be in charge of establishing and executing golbal strategies for the Korean automaker’s luxury sub-brand.

Fitzgerald had a 12-year stint at Lamborghini, where he played a pivotal role in transforming Lamborghini from a prototype car company to a luxury car brand in his role there. The 52-year-old left the Italian automaker in 2011 to join German consumer electronics firm Loewe before setting up The Brand and Design Company, a brand consultancy company, in 2013.

manfred fitzgerald

Fitzgerald is set to work alongside former Lamborghini and Bentley designer, Luc Donckerwolke, who will lead the Genesis brand’s Prestige Design Division, with Hyundai president and chief design officer Peter Schreyer overseeing the works.

The newly-launched Genesis brand is set to compete against the world’s leading premium car brands, and there are plans introduce six new models into the line-up by 2020. Its first model, the G90 (known as the EQ900 in Korea) sedan was unveiled earlier this month. Offerings down the line will include a midsize sedan to challenge the BMW 3 Series, as well as a midsize and large SUV, and a replacement for the two-door Genesis Coupe.

GALLERY: Genesis G90