Phil Collins fans rejoice: Genesis is back, but as a brand instead of a band. Hyundai is taking the name from its flagship Genesis saloon and expanding it into a global luxury car division to take on Mercedes and Audi.
The Korean firm plans to launch and roll-out the brand at the end of the year, probably rebranding the existing Genesis saloon to fit. But there is also a promise to launch six new Genesis branded models by 2020 that are claimed to feature "the highest standards of performance, design and innovation".
It's not clear yet what these new models look like, what they will be based on or even what bodystyles there will be, but if the brand's premium ambitions are to be matched then we can expect saloons, SUVs and even a performance flagship to take the fight to the dominant German marques.
Future Genesis models will adopt an alphanumeric naming structure, by combining the letter G with the numbers such as 70, 80 and 90. The current Genesis emblem will also tweaked to a wing-style design, not entirely unlike Bentley's historic emblem.
A 'Prestige Design Divison' has been created to help develop distinctive exteriors and interiors for Genesis, headed by former VW-Group designer Luc Donckerwolke. The brand initially launches in Asia, North America and the Middle East, with ambitions to expand to Europe once the range is up to full strength.
Do you think Hyundai's Genesis sub brand can be a hit in the premium car market? Join the debate in the comments section below...