How many Genesis can there be? Not the biblical tale, or the rock group but the car. Six months after launching the Genesis luxury saloon in the UK, Hyundai this week announced the new ‘Genesis’ brand.

A line-up of six models, all aimed at the luxurious end of the market. Just like Infiniti is linked to Nissan, Lexus to Toyota, Genesis will take on key German brands like Audi, Mercedes and BMW.

A new beginning? Well, we’ll have to wait and see.

For now, Car Couture has just taken delivery of the executive Genesis saloon. It’s packed with a 3.8 petrol engine, tons of executive kit and enough styling cues to worry Mercedes.

But is it all style and no substance? Join us for a week of reviews to find out. A day with Yorkshire County Cricket Team tomorrow, let’s see how it goes.