Toyota has Lexus. Nissan has Infiniti. Ford has Lincoln. Now, Hyundai has Genesis.

In an announcement this week, Hyundai announced the brand will now operate Genesis as its own luxury, ‘human-centered’ brand with a number of new Genesis-branded vehicles set to debut by 2020.

To differentiate the new brand from other Hyundai vehicles, Genesis vehicles will all feature a redesigned wing-type emblem and an alphanumeric naming structure along with distinct design.

The Genesis’ new six-model line-up begins roll-out in December.

image courtesy of Genesis