Hyundai reveals its first new Genesis

Just days after it announced it will launch a luxury sub-brand to rival Lexus and German car-makers like BMW, Hyundai has released renderings of the first of six new Genesis-badged models to be released by 2020, all of which will be sold be sold in Australia.

To be badged as the G90, the luxury limousine you see here will replace Hyundai's existing Equus flagship sold in China, Russia, the US and Korea – where it's known as the EQ900.

Initially, the Genesis brand will launch in North America, China, Korea and the Middle East, but is only expected to come to Europe and Australia once the brand has been more established.

However, apart from Australia's only existing Genesis model (the Hyundai Genesis large sedan, which will be rebadged as the G80), and the G90, which launches in Korea in December, a further four all-new Genesis models are expected to eventually grace Australian local showrooms.

All adopting an alphanumeric nameplate starting with G for Genesis, they include a luxury rear-drive mid-size sedan (G70) due to rival the BMW 3 Series by 2017, a pair of luxury SUVs and a luxury sports coupe.

All models will be designed under the 'Athletic Elegance' theme within a newly-formed Prestige Design Division by former Lamborghini and Bentley designer, Luc Donckerwolke, following his defection to Hyundai from the Volkswagen Group June this year.

Hyundai says the Genesis brand will be aimed at "a new generation of discerning consumers" and that its G90 flagship is "a blueprint for change and innovation that will distinguish the Genesis brand.

"Majoring on 'human-centred' technology combined with engaging driving dynamics, G90 boasts a raft of world-best safety features and technological innovations to set itself apart in the luxury market," it said in a press release today.

"Genesis' new large luxury sedan G90 will deliver a concept of 'New Luxury' to our customers," said the Head of Hyundai Motor R&D Center and Vice Chairman of Hyundai Motor, Woong-Chul Yang.

"The G90 sits at the pinnacle of the Genesis brand and demonstrates how we apply our human-centered values to give our customer true satisfaction in every aspect of the vehicle ownership experience."