“I can say that I design the cars for free, while I get paid for the many meetings”. Luc Donkerwolke, Chief Creative Officer of Hyundai Motor Group, describes his work with a veil of irony in a video along with the founding principles of Genesis brand styling. After nearly 30 years on the international car design scene, as of 1 September 2021, Luc Donckerwolke is also Chief Brand Officer and Chief Creative Officer of Genesis, reporting directly to the global head of the brand, Jay Chang. Donckerwolke’s expanded role indicates the Genesis brand’s emphasis on design.

“I don’t think anything has really prepared me for the work I do. My life as a boy was not surrounded by supercars or sports cars, but by efficient vehicles that were useful for everyday life and for those who needed reliable off-road vehicles. So I imagined a parallel world of my own in which cars, which have always been my passion, were the stars. Luc Donckerwolke now leads the design of the Genesis premium brand, supported by a team that includes Samir Sadikhov, Senior Exterior Designer, among others. “Working with Luc is motivating. We influence each other with our experiences and the nature around us. This is how we created the Genesis design language: Athletic Elegance.