Hyundai GenesisHyundai has signalled its intent to make its newly-created Genesis premium sub-brand a serious rival for Lexus and Infiniti by recruiting Lamborghini’s former director of brand and design to lead the new division.

Manfred Fitzgerald will start in January 2016 at Hyundai to apply his 20 years’ experience in luxury car brand strategy and marketing to Genesis.

He joins after 12 years after Lamborghini – where, as Hyundai proudly points out, he “played a pivotal role in transforming (it” from a prototype car company to a luxury car brand and increased its sales 10 fold”.

Fitzgerald will be based at Hyundai’s global HQ in Seoul and, as senior vice president, will “take a core role in brand strategy, marketing and other business operations within the Genesis brand”.

Lamborghini Murcielago

And who will Fitzgerald work alongside? Why, new Genesis Prestige Design Division leader Luc Donckerwolke – himself a former Lamborghini man who’s credited with the 2002 Murcielago (above) and 2004 Gallardo.

So, Hyundai’s when’s the first Genesis supercar due?