HYUNDAI Motor Group’s flagship sub-brand Genesis has a new executive after Luc Donckerwolke was appointed in new roles to strengthen the brand’s global brand presence.

Luc Donckerwolke is now the chief brand officer (CBO) and chief creative officer (CCO) for Genesis, reporting directly to the global head of brand, Jay Chang.

Mr Donckerwolke is also CCO for Hyundai. His new position will oversee design-related communications within the group and lead overall brand initiatives for Genesis in global markets.

Genesis said that Mr Donckerwolke’s expanded role indicates the brand’s emphasis on design, which “continues to evolve its design territory beyond products to enhance customer experiences”.

Mr Donckerwolke said it was “a great honour to be given a chance to grow the Genesis brand around the globe”.

“At Genesis, design is brand and brand is design. It is therefore logical to expand my leadership in design to the brand, to resonate more closely with our growing customer base and provide the best luxury experiences.”

Mr Donckerwolke joined Hyundai in 2016 and oversaw design for the Genesis, Hyundai, and Kia brands as chief design officer before leaving in March 2020 to focus on his health.

He resumed his career as chief creative officer for Hyundai, based in Europe, in November 2020.

Genesis has also appointed Mike Song as COO. He was previously head of operations for Hyundai in the Middle east and Africa.

By Neil Dowling