Genesis' design language takes shape

Khodrocar - Now that Genesis is a standalone brand, not merely an upscale Hyundai model, it needs to forge its own design language. An entire team of designers led by Luc Donckerwolke is working on creating the company's visual identity.

Donckerwolke -- who previously worked at Bentley, Lamborghini, and SEAT -- sat down with Car & Driver to talk about what the future holds. He likes the recently-introduced G70, but it was designed before he joined the company and he stresses it's not the line-up's design idol. The fuel cell-powered GV80 concept (pictured) unveiled earlier this year at the New York Auto Show is a much more accurate look of what the future has in store.

"These quad lights will become our signature," he told the magazine. He added the concept's crest-shaped grille will influence upcoming models, too. "You will see an evolution. There will be no Russian-doll syndrome. We will not have such a strong similarity between generations, so that people will actually know what is the new car. But the theme will be the same," he emphasized.

Genesis will expand its portfolio with at least three new models by the end of the decade. One of them will be an SUV inspired by the aforementioned GV80 concept, though most likely without the hydrogen powertrain. An earlier report hints at a range-topping two-door aimed at competitors like the Mercedes-Benz SL, and a second SUV positioned below the GV80.