Genesis Motor, LLC
TypeDivision
IndustryAutomotive
Founded2015 (2015)
Headquarters
Seoul
,
South Korea
Key people
Won-Hee Lee
(President and CEO)
Jaehoon (Jay) Chang
(Global head and executive vice president)
Claudia Marquez
(COO, Genesis North America)
Markus Henne
(CEO, Genesis China)
ProductsLuxury vehicles
ServicesAutomotive financial services
ParentHyundai Motor Company
Websitegenesis.com

Genesis Motor, LLC, commonly referred to as Genesis (Korean: 제네시스, romanized: Jenesiseu), is the luxury vehicle division of the South Korean vehicle manufacturer Hyundai Motor Company. Initially envisioned along with plans for Hyundai's new luxury Genesis sedan in 2004, the Genesis brand was officially announced as an independent marque on 4 November 2015, launching their first Genesis standalone model, the Genesis G90, in 2017.[1][2] Genesis models are designed in Rüsselsheim (Germany), Namyang (South Korea), and Irvine (United States); and produced in Ulsan (South Korea).[3][4]

History

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".[5] 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.[6]

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.[7] Hyundai introduced the Genesis as a Hyundai model in 2008 at the North American International Auto Show.[8]

Stand-alone brand

In 2015, Chris Hosford, Hyundai's United States spokesman, cited three main reasons for making Genesis a stand-alone brand:[9]

  • Genesis' seven years already in the luxury car market was successful;
  • Genesis ranked among the top three segment sellers;
  • Customers demanded a separate Genesis division.

Genesis Motor announced the launch of its first model, the G90 (EQ900 in South Korea), on 9 December 2015.[10] Genesis launched in the United States in late 2016 with the G80 and G90. In the U.S., Genesis vehicles are sold through a subset of existing Hyundai dealers, with designated space for Genesis within the dealerships' showrooms.

In May 2021, Genesis launched in the European market alongside the debut of Genesis G70 Shooting Brake.[11] Genesis is now being marketed in South Korea, China, the Middle East, Russia, Canada, Australia, the United States, Europe, Taiwan, Japan and the rest of Asia.[2][12][13]

Models

History

The initial Genesis vehicle was marketed in South Korea as the Genesis G90, which is the brand's flagship model.[10] In late 2016, the brand launched in the United States with two models: the G80 (previously sold as the Hyundai Genesis) and G90 (previously sold as the Hyundai Equus). On 14 September 2016 a third model, the Genesis G70, was unveiled in Namyang, South Korea.[14] The G70 was introduced to the United States market during the 2018 New York Auto Show on 28 March 2018.[15]

The brand's first SUV, the GV80, formally debuted on 14 January 2020.[16] In April 2021, Genesis unveiled its first production electric vehicle, the Electrified G80.[17] 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.[18] In August 2021, Genesis released first-hand images of the latest GV60, the new EV SUV for the brand.[19]

Naming and current 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.[20] Battery-powered versions of internal-combustion models are denoted by the word "Electrified" preceding the alphanumeric.

Model Current generation Note Global sales (2021, by units)[21]
Image Name Introduction

(cal. year)

 Introduction

(cal. year)

 Model code
G70 2017 2017 IK 19,937
G80 2016 2021 RG3 Successor to the Hyundai Genesis. 64,182
Electrified G80 2021 2021 RG3 EV 1,384
G90 2015 2021 RS4 Successor of the Hyundai Equus. Marketed as the Genesis EQ900 until 2019. 7,216
GV60 2021 2021 JW Based on the Hyundai E-GMP platform shared with Hyundai Ioniq 5 and Kia EV6. 1,214
GV70 2020 2020 JK1 59,410
Electrified GV70 2021 2022 JK1 EV –
GV80 2020 2020 JX1 48,072

Concepts

The Hyundai Vision G concept predates the official launch of Genesis as a separate marque, but it carried Genesis badges and when it was debuted, Hyundai introduced planned actions for the Genesis brand.[22]

Genesis concept vehicles[23]
CarImageDebutClassShowProduction
Vision G 2015CoupePebble Beach[22]G90
New York 2016SedanNew York[24]G70
GV80 2017Luxury SUVNew York[25]GV80
Essentia 2018Grand tourer (S)New York[26]—
Mint 2019City carNew York[27]—
X 2021Coupe/GTLos Angeles[28]—
X Speedium Coupe 2022Coupe/GTNew York[29]—
X Convertible 2022Convertible

Personnel

Jaehoon (Jay) Chang is global head and executive vice president.[30] Luc Donckerwolke, former design director of Volkswagen subsidiaries Bentley, Lamborghini and Audi, is chief creative officer.[31] Claudia Marquez, former senior director of sales operations at Infiniti, is chief operating officer of Genesis North America.[32][33] Markus Henne, former vice-president at Mercedes-Benz, is CEO of Genesis Motor China.[34] SangYup Lee, former designer of the Bentley Continental GT and C-6 Chevrolet Corvette, is head of design.[35] Filippo Perini, former Lamborghini head of design, is chief designer.[36] Albert Biermann, former head of the BMW M performance division, oversees tuning and performance as executive vice president of performance development and high performance vehicles.[37][38] Fayez Rahman, former development leader at BMW, is vice-president of architecture development.[39] Andrea Jensen, former designer at Škoda and Volkswagen, heads colour and trim.

Production aggregate

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.[40] In 2016, Genesis sold 66,029 models in South Korea.[41]

Year Units sold
10k 20k 30k 40k 50k 60k 70k 80k 90k 100k
Genesis Motor (since 2015)
2015[40] 555  
2016[40] 58,916  
2017[40] 78,889  

Marketing

Genesis is the official sponsor of the NFL, the Genesis Invitational at the Riviera Country Club, the Scottish Open,[42] and the Condé Nast International Conference.[43][44] Architect Rem Koolhaas designed the world's first ever Genesis showroom in Seoul's Gangnam district.[45] 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.[46] The Genesis Intelligent Assistant was developed for Android and iOS, providing similar service to Genesis Connected Services.[47]

Studio

  • Genesis Studio in Hanam

On 9 September 2016, the Genesis Studio Hanam was opened at Starfield in 750, Misa-daero, Hanam-si, Gyeonggi-do. The studio is about 476-metre square, and the vintage concrete finishing and waterproof steel plate differ from other existing exhibition halls. The studio displays real vehicle doors that allow visitors to check flagship models, new vehicles and concept cars, exterior colours and interior materials.[48]

  • Genesis Gangnam

On 6 January 2018, the Genesis Studio Gangnam opened at 410, Yeongdong-daero, Gangnam-gu. The Gangnam studio displays engine line-ups and different colours of all models. Unlike Genesis Studio Hanam, which shows the brand's sensibility and philosophy, Genesis Gangnam has constructed a space focusing on product experience. It is about 1296 metre square and has applied different materials and techniques from existing exhibition halls, such as vintage concrete finishes and hot-rolled steel plates.[49][50]

  • Genesis Studio Anseong

On 19 November 2020, Genesis Studio Anseong, which opened at 3930–39, Seodong-daero, Gongdo-eup, Anseong-si, Gyeonggi-do, is the second mall-type space after Hanam and was constructed on a scale of about 664-metre square. All Genesis models can be viewed, experienced, and purchased and consists of a total of four experience zones: a brand experience zone, a product experience zone, an interior and exterior experience zone, and a test drive experience zone.[51]

  • Others

In addition, Genesis Studio Chengdu was opened on 4 June 2021, including Genesis Studio Shanghai.[52]

Former designers

  • Manfred Fitzgerald (2016–2019), former director at Lamborghini, was executive vice president & global head.[53][54]
  • Bozhena Lalova (2016–2019), former interior designer at Mercedes-Benz, headed colour and trim.[55]
  • Alexander (Sasha) Selipanov (2017–2019), former designer of the Bugatti Chiron and Vision Gran Turismo, lead exterior and advanced design.[55][39][56]

References

  1. ↑ Kim, Sohee (4 November 2015). "Hyundai launches Genesis premium car brand in bid to end profit skid". Reuters. Archived from the original on 18 November 2015. Retrieved 5 November 2015.
  2. 1 2 "Hyundai spins off Genesis luxury brand, promises six new models by 2020 – CNET". CNET. Archived from the original on 31 December 2015. Retrieved 5 November 2015.
  3. ↑ Banks, Nargess (29 January 2017). "The Story Behind Genesis, The New Global Luxury Car Brand". Forbes. Archived from the original on 19 June 2019. Retrieved 30 April 2019.
  4. ↑ McEachern, Sam (20 February 2019). "Where is Hyundai From and Where are Hyundais Made?". autoguide.com. Auto Guide. Archived from the original on 4 May 2019. Retrieved 30 April 2019.
  5. ↑ "Hyundai to Unveil Concept Genesis Premium Sports Sedan" (Press release). PR Newswire. 26 March 2007. Archived from the original on 22 November 2008. Retrieved 12 September 2008.
  6. ↑ Jonathon Ramsey (17 June 2008). "Let there be technology: What's under Hyundai's new Genesis sedan". Autoblog.com. Archived from the original on 6 September 2018. Retrieved 5 November 2015.
  7. ↑ "The Hyundai Equus Story by John Krafcik". Edmunds. 14 June 2010. Retrieved 16 June 2021.
  8. ↑ "Hyundai Unveils Genesis Premium Sports Sedan". Hyundai. 13 January 2008. Archived from the original on 4 March 2016. Retrieved 24 November 2015.
  9. ↑ "Hyundai Accelerates Genesis into Its Own Luxury Brand". Yahoo!. Archived from the original on 17 November 2015. Retrieved 5 November 2015.
  10. 1 2 "Genesis Brand Launches its First Model, G90" (Press release). Hyundai Motor Group. 9 December 2015. Archived from the original on 22 December 2015. Retrieved 4 January 2016.
  11. ↑ Capparella, Joey (22 June 2021). "Genesis G70 Shooting Brake Revealed in Full, and We Want One". Caranddriver.com. Retrieved 13 November 2021.
  12. ↑ Runk, David (13 January 2016). "Flagship Hyundai Genesis G90 luxury sedan debuts in Detroit". Houston Chronicle. Archived from the original on 14 June 2018. Retrieved 14 January 2016.
  13. ↑ "Hyundai will start Genesis sales in Europe this summer". 4 May 2021.
  14. ↑ "Genesis G70 resets expectations of customer-focused performance and luxury" (Press release). US: Genesis. 14 September 2017. Archived from the original on 6 September 2018. Retrieved 7 April 2019.
  15. ↑ "Genesis premieres the 2019 G70 at the New York International Auto Show" (Press release). US: Genesis. 28 March 2018. Archived from the original on 3 April 2019. Retrieved 7 April 2019.
  16. ↑ Quiroga, Tony (14 January 2020). "Genesis Finally Has an SUV, the GV80". Car and Driver. Archived from the original on 31 December 2020. Retrieved 14 January 2020.
  17. ↑ "FormaCar: Genesis Electrified G80 bows with dual motors, up to 500 km / 310 mi of range". Formacar.com. Retrieved 23 April 2021.
  18. ↑ Tires & Parts News. "Genesis Premieres the First Electric Vehicle at Auto Shanghai 2021". Tires & Parts News. Retrieved 23 April 2021.
  19. ↑ "Genesis GV60 revealed – SUV is first dedicated EV". Paultan.org. 19 August 2021. Retrieved 13 November 2021.
  20. ↑ "Hyundai Motor Launches New Global Luxury Brand, 'Genesis'" (Press release). Hyundai Motor Group. 4 November 2015. Archived from the original on 19 January 2016. Retrieved 4 January 2016.
  21. ↑ "Sales Performance | IR Activities | IR | Company | Company - Hyundai Worldwide". hyundai motor company, hyundai worldwide, ir, activities, sales performance. Retrieved 4 October 2020.
  22. 1 2 Siler, Steve (12 August 2015). "Hyundai Vision G Concept Signals Design Direction for Expanded Family of Genesis Products". Car and Driver. Retrieved 27 December 2021.
  23. ↑ "Genesis Concept". Genesis Motor. Retrieved 27 December 2021.
  24. ↑ "Genesis Reveals Hybrid Sports Sedan Concept At New York International Auto Show" (Press release). Genesis Motors Media. 23 March 2016. Retrieved 27 December 2021.
  25. ↑ "Genesis Reveals GV80 Fuel Cell Concept SUV At New York International Auto Show" (Press release). Genesis Motors Media. 8 April 2017. Retrieved 27 December 2021.
  26. ↑ "Electrifying Escapism: Genesis Reveals Essentia Concept At New York International Auto Show" (Press release). Genesis Motors Media. 28 March 2018. Retrieved 27 December 2021.
  27. ↑ "Small Car, Big Apple: Genesis Reveals Mint Concept" (Press release). Genesis Motors Media. 16 April 2019. Retrieved 27 December 2021.
  28. ↑ "Genesis X Concept Unveiled" (Press release). Genesis Motors Media. 30 March 2021. Retrieved 27 December 2021.
  29. ↑ "Genesis debuts new concept car, Genesis X Speedium Coupe in New York" (Press release). Genesis Motors Media. 13 April 2022. Retrieved 26 July 2022.
  30. ↑ Greimel, Hans (29 October 2019). "Hyundai taps William Lee as global Genesis chief". europe.autonews.com. Crain Communications. Archived from the original on 5 November 2019. Retrieved 6 November 2019.
  31. ↑ Meiners, Jens (2 November 2020). "Automotive Design Star Luc Donckerwolke Is Back at Hyundai Group". caranddriver.com. Archived from the original on 29 November 2020. Retrieved 15 December 2020.
  32. ↑ Bond, Jr, Vince (2 May 2019). "Audi U.S. chief Del Rosso resigns". autonews.com. Crain Communications. Archived from the original on 6 November 2019. Retrieved 6 November 2019.
  33. ↑ Gardner, Omari (14 October 2019). "Mark Del Rosso comes to Genesis with luxury cred". autonews.com. Crain Communications. Archived from the original on 15 November 2019. Retrieved 6 November 2019.
  34. ↑ "GENESIS APPOINTS MARKUS HENNE AS CEO OF GENESIS MOTOR CHINA". media.genesis.com. Genesis Motor LLC. 17 December 2019. Archived from the original on 15 August 2020. Retrieved 3 May 2020. Genesis has appointed Markus Henne as chief executive officer, Genesis Motor China. Mr. Henne will be responsible for overseeing all Genesis operations in China.
  35. ↑ Vijayenthiran, Viknesh (29 April 2020). "Luc Donckerwolke steps down from top design role at Hyundai, Genesis". motorauthority.com. Motor Authority. Archived from the original on 20 May 2020. Retrieved 3 May 2020. SangYup Lee has since been named head of design at Hyundai and Genesis...
  36. ↑ "Genesis appoints Filippo Perini as chief designer, Genesis Advanced Design Studio in Europe". media.genesis.com. Genesis Motors North America. 9 September 2019. Archived from the original on 20 October 2019. Retrieved 20 October 2019.
  37. ↑ Trop, Jaclyn (17 September 2017). "New G70 Compact Sedan Helps Hyundai Define Korean Luxury For Its Genesis Brand". Forbes. US. Archived from the original on 17 July 2018. Retrieved 7 April 2019.
  38. ↑ Nelson, Gabe (15 January 2016). "Genesis brand born with luxury heritage". Automotive News. Archived from the original on 29 March 2021. Retrieved 18 January 2016.
  39. 1 2 Loh, Edward (16 July 2018). "How Genesis' Dream Team Could Reinvent the Luxury Car – The Lohdown". Motortrend. Archived from the original on 3 February 2019. Retrieved 5 September 2018.
  40. 1 2 3 4 "Hyundai's Genesis models surpass 200,000 units in global sales". koreaherald.com. Korea Herald. 4 November 2018. Archived from the original on 29 April 2019. Retrieved 30 April 2019.
  41. ↑ Greimel, Hans (8 April 2017). "Genesis sets sights on China". Automotive News.
  42. ↑ Seo, Jin-woo; Lee, Ha-yeon (21 August 2021). "Genesis sales in US more than quadruple in July led by GV80 popularity". pulsenews.co.kr. Maeil Business News Korea. Retrieved 20 September 2021. It has become the title sponsor of the Scottish Open, one of Europe's most prestigious tournaments to be renamed "the Genesis Scottish Open," starting from 2022.
  43. ↑ "The Official Luxury Car Of The NFL Invites Football Fans To The "Super Bowl Experience Driven By Genesis"". prnewswire.com. PR News Wire. 31 January 2018. Archived from the original on 30 April 2019. Retrieved 30 April 2019.
  44. ↑ "GENESIS SPONSORS THE 2018 CONDÉ NAST INTERNATIONAL LUXURY CONFERENCE". Genesis.com. Genesis. 19 April 2018. Retrieved 30 April 2019.
  45. ↑ Berk, Brett (8 February 2018). "Rem Koolhaas's OMA Designs a Sleek Showroom for Hyundai's Genesis". architecturaldigest.com. Architectural Digest. Archived from the original on 30 April 2019. Retrieved 30 April 2019.
  46. ↑ Genesis Archived 12 January 2017 at the Wayback Machine Teams Up With Amazon to Bring Connected Cars To Connected Homes
  47. ↑ "Genesis Launches New Innovative Luxury Amenities to Save Time and Add Convenience". Archived from the original on 23 January 2017. Retrieved 30 January 2017.
  48. ↑ ""first-ever hyundai genesis studio by suh architects opens in hanam, korea"". 《Designboom》. Retrieved 13 February 2017.
  49. ↑ ""Genesis to open its first stand-alone exhibition center in Seoul"". 《Pulse》. Retrieved 4 January 2018.
  50. ↑ ""GENESIS OPENS FIRST STANDALONE SHOWROOM – 'GENESIS GANGNAM' – IN KOREA"". 《The News Market》. Retrieved 8 January 2018.
  51. ↑ "Hyundai opens 3rd Genesis exhibition hall in S. Korea". 《Yonhap News》. Retrieved 29 July 2020.
  52. ↑ "Hyundai Motor opens China's first Genesis showroom in Shanghai". 《Pulse》. Retrieved 9 April 2021.
  53. ↑ "Hyundai Motor Announces Manfred Fitzgerald to lead the Genesis Brand". news.hyundaimotorgroup.com. Hyundai Motor Group. 28 December 2015. Archived from the original on 29 March 2021. Retrieved 3 May 2020. Hyundai Motor announced Manfred Fitzgerald, former director of brand and design at Lamborghini, to lead the Genesis brand from January 2016.
  54. ↑ Jin, Hyunjoo (29 October 2019). "Hyundai Motor replaces head of premium Genesis brand". reuters.com. Reuters. Archived from the original on 5 November 2019. Retrieved 3 May 2020. Hyundai Motor on Tuesday named its former North American chief, William Lee, to oversee its premium Genesis brand following the departure of Manfred Fitzgerald to pursue new opportunities.
  55. 1 2 Ahrens, Ronald (27 October 2017). "Luc Donckerwolke and the International Team Behind the Design of the Genesis G70". automobilemag.com. Motor Trend Group. Archived from the original on 1 May 2019. Retrieved 30 April 2019.
  56. ↑ Cole, Aaron (31 March 2020). "Meet Koenigsegg's Sasha Selipanov, outlaw designer of the world's most exclusive cars". Motorauthority.com. Motor Authority. Archived from the original on 26 September 2020. Retrieved 5 May 2020. Last year, Sasha joined Koenigsegg as its lead designer, stepping out from the regimen at nascent luxury automaker Genesis...
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