South Korean car-maker Hyundai Motor has roped in Manfred Fitzgerald, former director of brand and design at Lamborghini, to lead the Genesis brand from January 2016.

Hyundai Motor hired Fitzgerald for the recently-set-up Genesis luxury brand as senior vice-president. He will head the brand's entry into new markets as well as play a pivotal role in brand strategy, marketing and other business operations within Genesis, a company statement said.

The 52-year-old Fitzgerald, during his 12-year career at Lamborghini, was considered one of the key man in increasing Lamborghini's sales tenfold as the director of brand and design.

Fitzgerald comes with 20 years of experience in car brand strategy and marketing. He will be working alongside Luc Donckerwolke, who will lead the Genesis brand's Prestige Design Division as head of the Hyundai Motor Design Centre.

Genesis launched its first and flagship sedan, the G90, in Korea on 9 December. The standalone new brand of Hyundai, which will have six new models in its line-up by 2020, will initially launch its models in the Chinese, North American and Middle Eastern luxury car markets apart from the home country. The brand will expand its reach to Europe and other parts of Asia once it has established itself in the market.