To make all this happen, Genesis has brought on-board Luc Donckerwolke who, as chief creative officer, will lead design now and into the future. This is a highly calculated move since in a career spanning some 30 years, the Belgian designer has been instrumental in re-shaping car brands such as Lamborghini, Audi, Bentley and more. He has a way of rethinking even the most conservative carmakers to be fresh and relevant.

The Genesis story is about to get exciting. Declared independent from Hyundai only five years ago, this relatively new brand has ambitious plans to challenge the status quo with products that look to the future of mobility by basing design on progressive technology. Already present in the Asian and US markets, this summer Genesis entered Europe with five production cars to be followed later in the year with three electric models.

Intrigued to learn more about what Donckerwolke plans to do with Genesis — an almost blank canvas to draw up a vision for post-combustion times — I arranged a video call, me from London, he from Seoul.

Take a closer look here.