Luc Donckerwolke takes on creative and comms roles at Genesis
Hyundai’s Luc Donckerwolke will now also oversee Genesis as chief creative officer and chief brand officer
Luc Donckerwolke, chief creative officer at Hyundai, will now oversee Genesis as chief creative officer and chief brand officer in a wide-reaching role intended to strengthen the brand’s global presence. Effective 1 September 2021, Donckerwolke will report to global head of brand, Jay Chang.
The appointment reaffirms the aspiring premium brand’s emphasis on design; Donckerwolke was chief design officer for Genesis, Hyundai and Kia from 2016 until March 2020 before leaving unexpectedly. However, during that period he was credited with reinvigorating the Genesis brand, producing the GV80 SUV and the G80 luxury sport sedan, as well as the Mint and Essentia concept cars.
One of his final projects was the much-lauded Prophecy show car. Donckerwolke’s return to the company after a brief hiatus also raised eyebrows among industry observers. However, he clearly made an impact upon his return, with Hyundai praising his ability to communicate the value of design across the company. The OEM expects Donckerwolke to ”lead Genesis’ overall brand initiatives in the global market, designing authentic relationships with customers.”
The premium offshoot of Hyundai recently entered the European market, launching a brace of vehicles the G80 and the GV80, and pitching itself as an alternative to the German brands. As discussed in the CDN podcast, contributing editor Guy Bird outlined how challenging that goal will be. Nevertheless, the brand has been active in the US since 2008 and recently unveiled a concept car, the Genesis GT coupe in a bid to raise its profile further.
“It is a great honour to be given a chance to grow the Genesis brand around the globe,” said Donckerwolke in a press statement. “At Genesis, design is brand and brand is design. It is therefore logical to expand my leadership in design to the brand, to resonate more closely with our growing customer base and provide the best luxury experiences.”
Meanwhile, Genesis has appointed Mike Song as chief operating officer.