By 
“Genesis, a Korean luxury car brand that emerged from Hyundai in 2015, has made a significant impact on the global automotive market. As the only luxury brand from Korea, Genesis proudly incorporates its unique heritage into every aspect of the customer experience.
The brand is seeing rapid growth, with July marking its highest monthly sales ever in the U.S. with 6,300 vehicles sold, a 22% increase from the previous year. In the first half of 2023, Genesis set a sales record.
Genesis offers a range of models including the sporty G70 sedan, the executive G80, the flagship G90, and the electric GV60 SUV, along with the GV70 and GV80 SUVs. The GV60 is Genesis’s first fully electric vehicle, although electric versions of the G80 and GV70 are also available. Here are five reasons why Genesis vehicles stand out in the luxury market.
Genesis started with a blank slate, allowing them to rethink luxury vehicle design from the ground up. The G70 SUV is particularly popular in the U.S., noted for its sleek, coupe-like roofline and athletic elegance. Many Genesis vehicles feature dual-line head and tail lamps for a sportscar-like appearance, and the distinctive crest-style grille is a hallmark of the brand. The G70, with its “boost” button, can deliver up to 429 horsepower, and the twin V6 engine option provides 375 horsepower.
Inside, Genesis vehicles combine simplicity with functionality. The interiors offer a range of leather and dashboard accents inspired by global destinations, and the design draws from athletic leisure wear, aiming to blend luxury with a casual style. Features include slim yet powerful air vents, a heads-up display, heated and cooling leather seats, massage functions, and high-quality Bang & Olufsen stereo systems.
The G90 sedan, Genesis’s flagship model, has been redesigned with new driver systems and two V6 engines replacing the previous V8. Available in both standard and electric models, the electric version offers increased horsepower and improved air suspension.
Genesis vehicles are known for their attention to detail and sophisticated technology. They come equipped with a surround-view mirror, blind spot alert system, and a remote spot park assist system for safer, easier parking. Safety features are standard, eliminating the need for extra charges for additional services.
The Prestige model even addresses interior noise with a system that creates an inverted frequency to enhance driving comfort. The all-electric GV60 SUV features a crystal sphere that lights up when the car is not in drive mode, adding a touch of luxury and high-tech flair.
The GV60 also boasts front-facing cameras that monitor road conditions to ensure a smoother ride. The Face Connect feature, available only on this model, allows users to unlock the car using facial recognition, eliminating the need for a physical key. This technology also adjusts the car’s settings to the driver’s profile.
In the G90 sedan, the “mood curator” system customizes lighting, seat features, massage functions, and fragrance emission at the touch of a button.
Genesis sells its vehicles through Genesis Studios, which offer a modern, customer-focused alternative to traditional car dealerships. These studios feature cars as centerpieces in stylish spaces with living room-like areas and entertainment options. New locations are opening in Edinburgh, Scotland, and the Atlanta area, with over 50 expected to open in the U.S. within the year. The design reflects the Korean concept of “son-nim” or “honored guest,” aiming for a transparent, pressure-free purchase experience.
Genesis also provides home services, including 30-minute fast charging at Electrify America stations for three years with every new vehicle purchase. Their electric vehicles use an 800-volt architecture for rapid charging, taking only 18-22 minutes to go from 10 to 80% charge.
In New York, Genesis has a Korean restaurant above its showroom and additional entertainment spaces for rent. This integration of lifestyle and fashion reflects the brand’s commitment to its Korean heritage, with features like a tea pavilion, library, and rooftop terrace.
Looking ahead, Genesis plans to transition to an all-electric lineup by 2025 and aims for a 100% electric production line by 2030. The brand is adopting a dual electrification strategy with fuel cells and battery EVs and focusing on advanced lithium-ion battery technology. Genesis is also working towards being entirely carbon neutral, from material sourcing to vehicle production.
Genesis extends its eco-friendly approach beyond vehicles, offering home charging station setup and solar panel installation through Genesis Home. This initiative supports customers in their broader electrification journey.
In Genesis retail venues, a signature fragrance and scent diffuser enhance the shopping experience, with custom scent blends available for North American customers. The brand’s emphasis on Korean values, including humility, shines through, making it a unique presence in the luxury car market.”