Genesis Design Target: “Controlled Drama"

Hyundai Motor Co.’s Genesis unit will employ a consistent and “self-confident” design approach as the luxury nameplate expands its lineup.

Such styling is characterized as “controlled drama” by Luc Donckerwolke, who oversees the design teams for the carmaker’s Hyundai, Kia and Genesis brands. Donckerwolke tells reporters that upcoming Genesis models will feature “good taste and harmony” rather than be deliberately provocative and polarizing, a tactic he faults Lexus and Infiniti for employing recently.

Genesis plans to introduce six models on three new platforms by 2021, starting with the GV80 SUV next year. The company currently offers the G70, G80 and G90 sedans. It plans to add a small car and is eyeing a production version of the stylish Essentia coupe unveiled last month at the New York auto show.

Before joining Hyundai three years ago, Donckerwolke worked for several Volkswagen Group brands. His 23-year tenure at VW included stints at Audi, Bentley and Lamborghini.