HYUNDAI Motor has again reached beyond its own ranks to hire a high-ranking executive, this time signing up former Lamborghini brand and design director Manfred Fitzgerald to head its new Genesis luxury sub-brand.

Mr Fitzgerald, who worked at the Italian supercar company for 12 years until 2011, will work alongside former Bentley designer Luc Donckerwolke to shape Hyundai’s new division in its quest to tackle the likes of Mercedes-Benz, BMW, Audi, Lexus and Infiniti.

Taking up his new position next month, Mr Fitzgerald, 52, will hold the rank of senior vice president within Hyundai Motor, and will be based in Seoul.

Announcing the appointment, Hyundai said Mr Fitzgerald brought about 20 years of expertise and experience in luxury car brand strategy to Genesis.

“For the brand to set a strong foothold in the global luxury car market, he will take a core role in brand strategy, marketing and other business operations within the Genesis brand,” it said.

According to European reports, Mr Fitzgerald left Lamborghini to join German television manufacturer Loewe in 2011 before setting up a brand consultancy firm, The Brand and Design Company, in 2013.

Apart from Mr Donkerwolke, Mr Fitzgerald will also rub shoulders at Hyundai with president and chief design offer Peter Schreyer – a former Audi designer – and ex-BMW designer Albert Biermann.

Hyundai last month announced that it was planning to develop Genesis into a global luxury brand.

The current Genesis sedan will be re-badged Genesis G80 in 2016, and joined by a bigger, S-Class-sized G90 next year, at least in left-hand drive markets.

Six new models will be launched under the new brand by 2020, including a BMW 3 Series-rivalling mid-size sedan with a sports flagship variant armed with a 299kW 3.3-litre petrol V6 engine to take on the M3.

By Ron Hammerton