Hyundai Motor, the nation’s top automaker, officially launched its global premium brand ‘Genesis’ in Seoul on Wednesday in its efforts to respond to the fast-growing luxury auto market and take another leap forward.

Like Toyota’s premium brand Lexus, Genesis will compete with the world’s most renowned luxury brands, Hyundai Motor vice chairman Chung Eui-sun said in his presentation.

Model names of Hyundai’s premium brand will be G90, G80, G70 globally, and EQ900 (currently Equus) in S. Korea.

The brand is being launched with two models -- the existing second-generation Genesis sedan and a large flagship sedan to come into market next month -- plus the addition of four new models to be brought to the market over the next five years.

For the brand development, Hyundai Motor hired renowned automotive designer Luc Donckerwolke, former chief designer of Bentley who was named senior vice president and head of the Hyundai Design worldwide.

Together with Hyundai-Kia chief designer Peter Schreyer, he will work to create innovative and differentiated designs for both the Genesis and Hyundai brands. He will officially join the company early next year, the company said.

Donckerwolke began his career as a designer at Peugeot in 1990. Shortly thereafter, he joined Audi in 1992 and later helped to reposition Skoda in developing the brand’s new-model-introduction strategy in the Czech Republic.

By Seo Ji-yeon (jyseo@heraldcorp.com)