Video shot and edited by Jennifer Hahn. (video link)

NEW YORK—Belgian car designer Luc Donckerwolke has an interesting challenge on his hands.

Donckerwolke spent much of his career within the Volkswagen group, working on the Audi A2 and Lamborghini’s Murciélago and Gallardo, among other cars. Most recently director of design for Bentley, he moved to Genesis last year after Hyundai made the decision to establish the division as a luxury brand in its own right.

Going from one of the oldest, most traditional car makers in the industry to a young upstart must have been an interesting transition.

At Bentley, there were 98 years of heritage and expectation that had to be taken into account.

But at Genesis, Donckerwolke got to start with a clean slate.
The first tangible result of that move is the GV80 concept you see here.

The Genesis G80 and G90 sedans currently in production predate his arrival and can be thought of as an evolutionary dead-end for the marque. “It’s a great challenge because you get to enjoy the fact that you’re not designing a product that is trying to find its position between the old ones and the future elements.

At the same time, I don’t have the ballast of having a long tradition.
So I have a big advantage, but at the same time I have a higher responsibility for the future,” Donckerwolke told us.
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