Previously associated with the carmaker’s flagship saloon model, the Genesis name will now “deliver ‘human-centered’ luxury through a range of new models that feature the highest standards of performance, design and innovation” and is intended to “compete with the world’s most renowned luxury car brands”.

It added that: “The new model line-up will distance itself from the traditional technological overload of brand-focused competitors, concentrating instead on a personalised, hassle-free customer experience.”

Initially on sale in the Korean, Chinese, North American and Middle Eastern luxury car markets, the brand will be rolled out to Europe and other parts of Asia as the model range expands.

The brand will be differentiated from the main Hyundai line-up with a distinct design identity, emblem, naming structure and customer service offering.

Genesis models will be badged with a new wing-type emblem, redesigned from the version used on the current Genesis model.

The Genesis brand will also adopt a new alphanumeric naming structure. Future models will be named by combining the letter ‘G’ for Genesis with a number, 90, 80 or 70 etc, representing the segment.

Woong-Chul Yang, head of Hyundai Motor R&D Center and vice chairman of Hyundai Motor, said: “The Genesis models will provide technological innovation, excellent driving performance and luxury to customers. Every Genesis model will be created with the needs of our customers in mind, so the resulting car will perfectly meet their needs without any unnecessary burden or excess.”

No details of the six-model line-up have been released but Hyundai said the roll-out begins from December and will be completed by 2020.