Hyundai Motor’s Genesis: Distilled luxury with 1 million car sales

In South Korea’s automobile industry, it is widely acknowledged that the country’s homegrown premium car brand started with the Genesis.

Nearly eight years since its launch in November 2015, the luxury model produced by Korea’s top automaker Hyundai Motor Co. has reached another key milestone: 1 million car sales globally.

Hyundai Motor said on Sunday its worldwide sales of Genesis cars reached 1,008,804 units, including 318,627 units in overseas markets, as of the end of August.

Once dismissed as a Honda copycat, the Korean carmaker launched the Genesis brand to compete with luxury brands such as Toyota Motor’s Lexus and Germany’s Mercedes-Benz, BMW and Audi.

Hyundai Motor Group Chairman Chung Euisun, as the group’s vice chairman at the time, led the entire process of the Genesis launch, including recruiting top designers, engineers and other auto talent, company officials said.

Under the design philosophy of “dynamic elegance,” the standalone brand of Hyundai had a lineup of just four models until 2020. It has now grown to 10 – five sedans, two sport utility vehicles (SUVs) and three electric models.

Genesis cars are among the most coveted models in 17 countries, including the US, China, Australia, Middle Eastern countries and in the heart of major European cities such as London, Munich and Zurich – home to established, globally known brands such as BMW and Porsche.

“Our Genesis cars have come a long way to achieve what they have now, offering unique and unprecedented experiences for our customers,” said Song Min-kyu, head of the Genesis business division at Hyundai.

RECOGNIZED FOR SAFETY, VALUE AND DESIGN

Since its launch, the Genesis has been recognized for its competitiveness in the evaluation of safety, efficiency, value, design, engineering and driving performance.

Last year, the G90, the largest flagship sedan under the Genesis brand, was named 2023 Car of the Year by MotorTrend, a prestigious US automobile media outlet.

“Although Genesis is a relative newcomer to the luxury segment, the brand has been making waves with its combination of high style, sophisticated technology and thoughtful and comprehensive approach,” said Ed Loh, head of editorial at MotorTrend Group, at the time.

“The Genesis G90 is luxury distilled. Everything you see, touch and experience has been carefully considered and executed with the greatest of care. The model has set a new standard for luxury.”

ELECTRIC ONLY FROM 2025

Back in 2015, its first year of launch, Hyundai sold just 384 G90 sedans. But its sales have since increased steadily with the launch of follow-up models.

The best-selling model under the Genesis brand is the G80, released in 2016. It has sold 397,382 units globally, including electric versions.

The Genesis brand's first SUV, the GV80, and its first urban luxury midsize SUV, the GV70, have sold 173,882 units and 160,965 units, respectively.

Hyundai said all Genesis cars will go electric from 2025 in line with the industry’s electrification push.

The company produces the Electrified GV70 at its US plant in Alabama. A $5.54 billion new plant in Georgia, Hyundai Motor Group Metaplant America LLC (HMGMA), due to begin operations in 2025, will also have EV-only lines.

Globally, Hyundai plans to launch a revamped GV80 and GV80 Coupe this year to appeal to style-conscious drivers.

Write to Sungsu Bae at baebae@hankyung.com

In-Soo Nam edited this article.