Hyudai has recently recruited Bentley designer, Sangyup Lee, to team up with a former colleague Luc Donckerwolke. Lee will work under Donckerwolke as the VP of design with “ambitious goals of building a world-class luxury brand.” These two had previously worked together designing vehicles for Bentley from 2012 through May of 2015 designing vehicles such as the Bentley Bentayga and EXP 10 Speed 6 concept. This move has not been a one off decision, but rather a strategic play to build a new brand edged towards higher end cars, by hiring others such as Manfred Fitzgerald a former Lamborghini brand and design director to the position of a Senior VP.
I am excited to see how Lee and Donckerwolke can transform the Genesis brand to be able to rival luxury pillars such as Cadillac, Lexus, Buick, Acura, and BMW. Having seen the designs that these two have worked on I do not doubt that Genesis will make its mark on the luxury market here in a few years. The article also discusses how they expect the luxury market to shift.
“In the future, as disruptive technologies kick in, luxury is going to be about experience. People are going to look for a special experience rather than something special to own.”
Given the graph above there is definitely a potential for this market and I am interested to see which company this new development will draw from.
Article link here