Hyundai Hires Ex-Lamborghini Exec for New Luxury Brand

Hyundai Genesis G90 luxury brand

Now this should be interesting. Hyundai’s bringing on a former Lamborghini executive as it begins to build out its new premium car brand.

In November, the South Korean automaker announced that it will be launching an entire new premium brand dubbed Genesis. The automaker recently revealed the first sketch of the Genesis G90, which will be it’s range-topping model for the new lineup.

The automaker has reportedly hired Lamborghini’s former brand and design director Manfred Fitzgerald to help oversee the automaker’s global strategy. Fitzgerald left the Italian sports car maker in 2011 to do other things including setting up a brand consulting firm.

He’s not the only sports car executive Hyundai’s snagged in its efforts to shed its value-for-money image. Hyundai’s also brought on Luc Donckerwolke of Bentley and Albert Biermann of BMW.

Hyundai launched its first luxury model, the Genesis G90, this month in its home market. It will launch in the U.S. in 2016 and we wouldn’t be surprised to see it at the Detroit Auto Show in just a few weeks.

The G90 is basically a new, renamed version of the Equus. The flagship model uses what Hyundai dubs its new “athletic elegance” design language. It’s also Hyundai’s first production model to feature a new twin-turbocharged 3.3-liter V-6 engine. In the G90 it delivers 365 horsepower and 376 pound-feet of torque, which gives you 0-62 mph acceleration in 6.2 seconds. Other engine options include an entry-level 3.8-liter V-6 with 311 hp and 293 lb-ft of torque as well as a range-topping 5.0-liter V-8 with 420 hp and 383 lb-ft of torque.

The G90 is one of six new Genesis models Hyundai plans to launch by 2020. Other vehicles in the works include the G80, a smaller G70 sedan, a coupe, a midsize crossover and a larger SUV.

Hyundai, ranked together with its sister Kia Motors, is the world’s fifth-biggest car maker.

Photo Credit: Hyundai
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