\u201cTen years of Genesis. It\u2019s the moment to kick off for the next ten, because we’ve laid the foundations and now we need to build on them.\u201d Have all your dreams come true? \u201cI’m happy they haven’t, because we have many other dreams.\u201d<\/p>\n
Luc Donckerwolke, Chief Creative Officer and Chief Design Officer for the Hyundai Motor Group, that is the supremo of design, is not overwhelmed by the celebrations for the milestone.<\/p>\n<\/div><\/div><\/div><\/div><\/div>
![\"Genesis](\"https:\/\/autodesignmagazine.com\/wp-content\/uploads\/2025\/12\/2026010902_GenesisSupplemento.jpg\")
<\/a><\/span><\/div><\/div><\/div><\/div><\/div>A young luxury brand<\/strong><\/span> A company voted to technology<\/strong><\/span> Testing ground<\/strong><\/span>
\n\u201cThis is just the beginning,\u201d he says: \u201cWe are the youngest luxury brand and we are proud of its success, but we have only produced a first generation of cars. We are fortunate not to be burdened by the ballast of the past, but I always say that it takes four or five generations for the brand to be consolidated and stable. That’s why every single project is important.\u201d<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/a><\/span><\/div><\/div><\/div><\/div><\/div>
\nEnthusiastic \u2013 it’s in his nature \u2013 but realistic, Donckerwolke emphasizes how Genesis has benefited from the Group’s commitment to technology in all its forms: its luxury brand also serves as a testing ground for technological solutions that will later be rolled out to the larger brands \u2013 Hyundai and Kia \u2013 for whose design he is also responsible.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/a><\/span><\/div><\/div><\/div><\/div><\/div>
\nHe cites the example of the fully digital design process, first introduced at Genesis \u201cso as not to destabilize\u201d the two larger brands, which later followed suit. \u201cGenesis not only offers luxury products; it’s also a testing ground for the entire Group. Everything is digital, nothing is on paper, so all three of our design studios are constantly updated, and when one goes to sleep, the others pick up and continue working.\u201d<\/p>\n<\/div><\/div><\/div><\/div><\/div>