Much of Hyundai's success over the years has been tied to the Genesis sedan, and now the Korean car maker is spinning the name off into its own luxury sub-brand.
The first official release will be the 2017 model year Genesis G80, which has just been unveiled.
You might think with a new branding that the car would get a complete restyling, but that's not the case here, and it isn't necessarily a bad thing.
The new G80 still sports the same stylish good looks as it's had since it was the 2015 Hyundai Genesis.
On the other hand, if you were hoping for a full refresh of the car to mark its debut as a new brand, you're likely to be disappointed.
This is still very much the same Genesis that was sold under the Hyundai name.