Hyundai’s luxury Genesis brand to get new units

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Hyundai’s luxury Genesis brand to get new units

Genesis, the luxury brand launched by the nation’s leading automaker Hyundai Motor, is creating subsidiary units to handle its global branding and marketing.

While a separate brand design team was already formed in November to coincide with the launching of the luxe brand, two additional organizations - a Genesis strategy team and premium product design team - are being established.

Manfred Fitzgerald, former director of brand and design for Lamborghini, will head the Genesis strategy team.

The product design team will develop competitive features for the brand’s six new cars planned through 2020.

Currently, the brand’s business strategy and major decisions are made by Hyundai’s business consultative body.

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