Genesis Motors is the luxury vehicle division of the South Korean automobile manufacturer Hyundai Motor Company. Initially envisioned along with the plan for Hyundai's new luxury sedan Hyundai Genesis in 2004, the Genesis brand was officially announced as a standalone marque on 4 November 2015. Manfred Fitzgerald, former director of brand and design at Lamborghini, is senior vice president. Luc Donckerwolke, former design director of Volkswagen Group's Bentley, Lamborghini and Audi, leads the design brand since early 2016, and works alongside Hyundai-Kia's chief designer Peter Schreyer. Albert Biermann, former head of BMW's M performance division, oversees tuning and performance.