Genesis Motor

Conception and under Hyundai

Hyundai conceived "Concept Genesis" in 2003 and introduced its first model in 2007 as a "progressive interpretation of the modern rear-wheel drive sports sedan".[6] The body design took three years and the total cost of the program was $500 million over a development period of 23 months. Reliability testing ran for 800,000 miles.[7] There was internal debate whether to sell the Genesis as a Hyundai, or to launch a new brand for it, either as a separate retail chain, or through Hyundai dealerships.[8] Hyundai introduced the Genesis as a Hyundai model in 2008 at the North American International Auto Show.[9]

Stand-alone brand

Vice Chairman of Hyundai Motor Group, Chung Eui-sun, who is currently the Chairman of the company, led the entire process of launching the Genesis brand, from the initial planning stage to the recruitment of external personnel and organizational restructuring.[10]

In 2015, Chris Hosford, Hyundai's United States spokesman, cited three main reasons for making Genesis a stand-alone brand: Genesis had already experienced seven successful years in the luxury car market; Genesis ranked among the top three segment sellers; and customers showed an interest in a separate series Genesis division.[11]

Genesis Motor announced the launch of its first model, the G90 (EQ900 in South Korea), on 9 December 2015.[12] Genesis launched in the United States in late 2016 with the G80 and G90. In the United States, Genesis vehicles are sold through certain existing Hyundai dealerships, with designated space for Genesis within the showrooms. In May 2021, Genesis launched in the European market alongside the debut of the Genesis G70.[13] Genesis is now being marketed in Russia, China, the United Kingdom, South Korea, Indonesia, Saudi Arabia, the United Arab Emirates and the rest of Asia, Europe and the Middle East, as well as Oceania and North America.[2][14][15]

The initial Genesis vehicle was marketed in South Korea as the Genesis G90, which is the brand's flagship model.[12] In late 2016, the brand launched in the United States with two models: the G80 (previously sold as the Hyundai Genesis), and G90. On 14 September 2016 a third model, the Genesis G70, was unveiled in Namyang, South Korea.[16] The G70 was introduced to the United States market during the 2018 New York Auto Show on 28 March 2018.[17]

In September 2021, Genesis announced its electrification brand vision, which included launching all new vehicles as electric vehicles after 2025; The brand has decided to produce all new vehicles to be launched from 2025 as fuel cell-based or battery-based electric vehicles, and also plans to sell only electric vehicles in its sales network. The brand has established a plan to achieve carbon neutrality by 2035, making net carbon emissions zero by stopping the sale of internal combustion engine vehicles.[18] In August 2024, a revised version of the plan was announced, which included a push for a hybrid transition.[19]

The brand's first SUV, the GV80, formally debuted on 14 January 2020.[20] In April 2021, Genesis unveiled its first production electric vehicle, the Electrified G80.[21] At the 2021 Shanghai International Automobile Industry Exhibition, Genesis showed three new vehicles: the Electrified G80, the Genesis X Concept, and an EV-based Gran Turismo concept car.[22] In August 2021, Genesis released images of the latest GV60, the new EV SUV for the brand.[23]

Since the brand's launch in November 2015, a total of 1,008,804 vehicles have been sold through August 2023.

Sales

Between November 2015 and October 2018, Genesis sold 206,882 vehicles; of the total, 127,283 were G80 models, 52,417 were G90 units, and 27,182 were G70s.[25] Between November 2015 and August 2023, Genesis sold 1 million vehicles.[26]

Marketing

Genesis is an official sponsor of the NFL, Genesis Invitational at the Riviera Country Club, Scottish Open,[30] and Condé Nast International Conference.[31][32] Architect Rem Koolhaas designed the world's first ever Genesis showroom in Seoul's Gangnam district.[33] Genesis Connected Services, a cloud-based service, features remote vehicle functions such as remote start with climate control and remote lock/unlock is available on iOS, Android and an Alexa skill developed with Amazon.[34] The Genesis Intelligent Assistant was developed for Android and iOS, providing similar service to Genesis Connected Services.[35]

Former designers

• Manfred Fitzgerald (2016–2019), former director at Lamborghini, was executive vice president & global head.[36][37]
• Bozhena Lalova (2016–2019), former interior designer at Mercedes-Benz, headed colour and trim.
• Alexander (Sasha) Selipanov (2017–2019), former designer of the Bugatti Chiron and Vision Gran Turismo, lead exterior and advanced design.[38][39][40]

List of Global Heads

• Manfred Fitzgerald (2016–2019)[41]
• Yong-woo (William) Lee (2019–2020)[42]
• Jaehoon (Jay) Chang (2020–present)[43]

Vehicle lineup

Genesis follows an alphanumeric naming convention; sedan models are named by combining the letter "G" with a number (70, 80, 90, and so on), while crossovers are named by combining the letters "GV" and a number.[44] Battery-powered versions of internal-combustion models are denoted by the word "Electrified" preceding the alphanumeric.

Magma

Genesis Magma is a special trim sub-brand of Genesis.[45]