Jaguar watching Genesis

If you thought Europe's premiere prestige brands will flippantly dismiss Korea's first luxury brand, think again.

Hyundai-owned Genesis is plotting several new models over the next five years, including a couple of primo SUVs and even a supercar further down the track.

And although the company doesn't have history or prestige – yet – Jaguar has added its voice to the likes of Mercedes-Benz and BMW in taking the fledgling brand very, very seriously.

Jaguar Land Rover's global PR chief, Richard Agnew, recently told motoring.com.au that Jaguar and indeed Land Rover's luxury SUV brand Range Rover are not dismissing Genesis as a bona-fide competitor in the luxury segment.

"Yes, absolutely, Genesis is on the radar as a potential rival. Of course we look at the market very closely. We'd be crazy not to know what's going on there," he said.

Asked about his opinion of the recent Genesis New York concept that made its debut in Manhattan in March 2016, and which will influence all future Genesis vehicles, Agnew was magnanimous.

"It'll be interesting to see if they can bring their concepts to reality," he said.

"Our stand at New York motor show was close to Genesis and personally I think the [concept] design was good. I think some of the detail execution in the interior was very nice. Obviously they've got good backing in their parent company."

He also agreed that the company's recent hiring of some of the most respected executives from European luxury brands including BMW, Bentley and Lamborghini showed intent.

Manfred Fitzgerald, formerly Lamborghini's brand director, is the inaugural boss at Genesis with the title of Senior Vice President.

Luc Donckerwolke, formerly Bentley's director of design, is Genesis' head of design, who will oversee all aesthetic decisions and how the brand's image will evolve.

Another big name joining the Genesis ranks is Albert Biermann, the former boss of BMW's M performance division, which is keen to develop its N performance division for Hyundai and indeed Genesis.

Hyundai is clearly spending big to get the right talent to mould the brand and Jaguar's global PR chief conceded Genesis is "certainly one to watch".

"Competition is great. It spurs us on to do things better, keep us on our toes," he grinned, pointing out that Jaguar has just launched its first SUV, the F-PACE, and has more surprises in store later in 2016. Another SUV perhaps?

Genesis has already stated it is planning two premium SUVs, to rival the likes of the BMW X3 and BMW X5 but Agnew says it would be premature to comment on whether these vehicles would pose a threat to Jag.

"Are we worried about their future SUVs? It' too early to say because it's speculation," he said. "But are they going to be successful? I hope so. I like good design being successful."