SEOUL — Hyundai Motor announced on Monday it has hired Manfred Fitzgerald, former director of brand and design at Lamborghini, as senior vice president for its Genesis brand. He will be working alongside Luc Donckerwolke, who will act as head of the Hyundai Motor Design Center.

Fitzgerald will be based in the South Korean automaker's headquarters in Seoul and will be in charge of establishing and executing strategies for the Genesis brand. He will play a core role in brand strategy, marketing and other business operations within the Genesis brand.

The 52-year-old executive brings about 20 years of experience in luxury car brand strategy and marketing — 12 of which were spent at Lamborghini.

"During his 12-year career at Lamborghini, Mr. Fitzgerald played a pivatol role in tranforming Lamborghini from a prototype car company to a luxury car brand and increased its sales ten folds as director of brand and design," read a statement Hyundai issued on Tuesday.