Luc Donckerwolke to lead Genesis brand communications in new role

Genesis has announced that Luc Donckerwolke is broadening his role to strengthen the brand’s global brand presence. Effective from 1 September 2021, Luc Donckerwolke is Chief Brand Officer (CBO) and Chief Creative Officer (CCO) for Genesis, reporting directly to the global head of brand, Jay Chang.

As a CCO for the Hyundai Motor Group, Luc Donckerwolke leveraged his expertise in design to oversee design-related communications within the group. Adding to his current role, Donckerwolke will also lead Genesis’ overall brand initiatives in the global market, designing authentic relationships with customers.

Donckerwolke’s expanded role indicates the Genesis brand’s emphasis on design. The premium luxury brand has been recognised for its unique vehicle design and continues to evolve its design territory beyond products to enhance customer experiences.

“It is a great honor to be given a chance to grow the Genesis brand around the globe, said Donckerwolke. “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.”

Luc originally joined the Hyundai Motor Group in 2016 and oversaw design for the Genesis, Hyundai, and Kia brands as the Chief Design Officer before leaving in March 2020 to focus on his health. He resumed his career as the Chief Creative Officer for the Hyundai Motor Group, based in Europe since November 2020. 

Genesis has appointed Mike Song as COO and Luc Donckerwolke as CBA, in addition to his role as Genesis brand and Hyundai Motor Group’s Chief Creative Officer. The new positions have been created to increase the brand’s presence worldwide and raise the bar in creating a consistent and refined brand experience.

About Genesis

As a design-focused brand, Genesis has introduced fascinating models that embody ‘athletic elegance’, including the G70 sport sedan, the G80 and G80 Sport midsize luxury sedans and the flagship G90 luxury sedan. With Genesis Motor distributors based throughout the Middle East and Africa region, Genesis will be opening dedicated standalone showrooms in the region in the near future. For more information on Genesis and its new definition of luxury, please visit