2025 RECAP: THE GENESIS OF LUXURY HIGH PERFORMANCE
SEOUL, Dec. 31, 2025 — 2025 has been a transformative year for Genesis. The luxury marque not only celebrated its 10th anniversary but also underwent an evolution that will redefine its legacy. Against the backdrop of a rapidly changing automotive landscape, Genesis sets itself apart by blending its hallmark luxury craftsmanship with forward-thinking technology and showing what to expect when Korean innovation meets global ambition.
From unveiling several head-turning concept cars to launching its first high-performance vehicle, sharing its new strategic brand direction, and accelerating its motorsports program, this anniversary was not a reflection on the past — it was a bold declaration of where Genesis is headed next. Let’s take a look at some of the highlights and key events underscoring the brand’s trajectory this year.
A Bold Display of Ambition
The 2025 Seoul Mobility Show held on April 4 on Genesis’ home ground, where the brand unveiled the X Gran Coupe and X Gran Convertible Concepts, both based on the brand’s flagship, the G90. Premiering under the theme “Unfold a New Era of Genesis,” the concepts marked the brand's 10-year milestone, serving as a launchpad for a new decade of “luxury high performance” and emotional design for its global customers. Alongside this, Genesis shared its motorsports ambitions, showcasing the half-scale GMR-001 Hypercar for the first time in Korea. Genesis plans to compete in the 2026 FIA World Endurance Championship (WEC) and the 2027 IMSA SportsCar Championship. The marque also used the opportunity to express deep gratitude to local Genesis customers and share its goal to begin a new chapter in the new decade.
Less than two weeks later, Genesis made an appearance at the 2025 New York International Auto Show on April 16 where it revealed the X Gran Equator Concept, the brand’s first adventure vehicle. Blending luxury with off-road capability for modern explorers, the concept reimagines Genesis’ philosophy of “Athletic Elegance” by fusing on-road sophistication, rugged overlanding features like 24-inch beadlock wheels and integrated roof rails, and a minimalist interior with swiveling seats and vintage-inspired displays. Named after a famed Arabian stallion symbolizing endurance, it emphasizes contrasts between elegance and resilience. The concept signals the possibility of expanding typologies within the brand’s current lineup of SUVs and sedans.
The brand’s motorsport arm also debuted the full-scale GMR-001 Hypercar, a Le Mans Daytona h prototype, along with Korean motif-inspired team livery and racing suits. The GMR-001 Hypercar includes design elements consistent with Genesis’ road-going models, like Two-Line headlamps and a Parabolic Line in profile. The hypercar is the heart of Genesis Magma Racing (GMR)’s ambitions for the 2026 FIA WEC and 2027 IMSA.
Genesis later announced its new brand direction at the Magma World Premiere on Nov. 20 at Circuit Paul Ricard in Le Castellet, France, transforming from a “young luxury brand” to luxury high performance. During the event, the marque unveiled the GV60 Magma, the first production vehicle born from its high-performance Magma program.
In addition to the GV60 Magma, Genesis also revealed the G90 Wingback Concept — another concept vehicle based on the existing G90 sedan platform in the form of a grand touring wagon that is visually as aggressive as it is aristocratic. The G90 Wingback Concept, with its sporty and luxurious design, represents the diverse forms Magma can take. The Concept is a bold exploration into a typology beyond the current popular SUV monoculture.
Further defining the Magma envelope, Genesis also revealed the Magma GT Concept, envisioned as the halo model guiding the company's long-term performance strategy and signaling its future GT racing goal. The venue of the event was of particular significance as it is also the base of the GMR team.
Preparing to Race
The GMR team’s progress sped from a dream to reality in just one year’s time, after Genesis announced in Dubai on Dec. 4, 2024, that it would be entering the motorsport arena. It started with the “Year of Learning” for the GMR Trajectory Program drivers Jamie Chadwick, Mathys Jaubert and Dani Juncadella, along with other team members. The Trajectory Program drivers gained valuable experience by racing for GMR partner IDEC Sport to race a standard LMP2 class car provided by ORECA Motorsport in the European Le Mans Series (ELMS). Everyone had the opportunity to learn their roles and get practice with the demanding stresses of endurance racing on a year-long preparation for the 2026 FIA WEC season.
This Year of Learning has resulted in a surprisingly solid record for a first try. The drivers capped off the team’s debut ELMS season with a third-place podium finish at the 4 Hours of Portimão, the fourth podium finish out of six races.
GMR also participated in the 24 Hours of Le Mans for the first time this year, learning important lessons and gaining valuable experience within the IDEC Sport team in the LMP2 class. The team’s work during the event improved the handling balance of the car steadily as the event progressed. The team took their valuable insights into the remaining ELMS races.
Team Principal Cyril Abiteboul announced five new members of GMR team management at the event: Chief Engineer Justin Taylor; Team Manager Anouck Abadie; Sporting Director Gabriele Tarquini; Driver Program Advisor Mia Sharizman; and Commercial, Marketing and Communication Manager Warren Scheckter. Also, over 40 members of Hyundai Motorsport were identified for the GMR Trajectory Program to potentially join GMR next year after being given the opportunity to be observers.
While the Trajectory Program team was gaining skills and experience out in the track, the development team back at Le Castellet progressed on development of the GMR-001 Hypercar. Immediately after the 24 Hours of Le Mans, experienced ORECA technicians began the work to build the GMR-001 Hypercar development chassis, with mechanics and engineers from GMR involved at key stages. This was the final step toward a major milestone in the development of the engine, which began over a year ago in June 2024. In close cooperation, the team’s chassis partner ORECA and GMR fired up the installed GMR-001 Hypercar engine for the first time on July 9, exactly on schedule.
On Nov. 20, GMR completed its driver lineup for the 2026 FIA WEC season with the addition of two experienced Hypercar class drivers, Mathieu Jaminet and Paul-Loup Chatin. They joined André Lotterer, Pipo Derani, Dani Juncadella and Mathys Jaubert to round out the roster at six. The two new additions balance out the lineup, as they have more experience than graduates of the Trajectory Program, Jaubert and Juncadella, but less than the veterans of the team, Lotterer and Derani. Jamie Chadwick is a reserve driver for 2026 and remains in the GMR Trajectory Program.
In December, a little over a year since its formal announcement, the team ran two GMR-001 Hypercars through a final three days of testing on the track at the Circuit de Barcelona-Catalunya. The tests focused on improving the reliability and performance of the cars and operational processes within the team. A significant reliability goal was celebrated when one of the cars passed the 8,000-kilometer mark during testing. Additionally, the team was able to optimize the software it uses and test out new tires. Finally, the tests provided a perfect testbed for the team itself, with 75 people, about 80% of the total, all working together in one place.
After accomplishing every goal he set out to do at the beginning of the year, Abiteboul reflected on 2025 as “positive, busy and constructive.” He considered the greatest challenges to be convincing established professionals to join an unproven project and rapidly adapting the WRC engine.
Performance Meets Hospitality
Genesis’ sophistication, precision, and high-performance excellence also extend to the world of golf, both on and off the course. With a commitment to creating the ultimate environment for the world’s top players, Genesis ensures they can fully concentrate and perform at their peak. Beyond hosting world-class tournaments, Genesis elevates the golf experience through innovative, interactive programs that connect audiences to the sport, fostering a deeper appreciation for the game and cultivating the next generation of golf enthusiasts.
Genesis has partnered with the PGA Tour since 2016, when it signed on as the title sponsor of The Genesis Invitational, one of the tour’s longest-running events. This year, The Genesis Invitational was moved to Torrey Pines Golf Course in San Diego due to the devastating wildfires in southern California. Being a part of the community for several years, Genesis donated $8 million worth of tournament vehicles and cash contributions to relief and rebuilding efforts, and also joined hands with TGR Live and PGA TOUR for the California Rises initiative, raising a further $300,000 during the Genesis Invitational for wildfire relief and recovery. The tournament became a dedicated platform dedicated to highlighting the strength of the Los Angeles community, first responders and the various organizations providing support to those affected by the wildfires.
Genesis also renewed its title sponsorship of the Genesis Scottish Open through 2030 this year. Genesis offers golfers and spectators an unparalleled blend of luxury, innovation and immersion, elevating the golf experience to new heights. For players, the 2025 Genesis Scottish Open delivered a world-class environment where the best in the sport could thrive. Meanwhile, spectators were treated to a dynamic array of interactive experiences, including the Genesis Public Lounge showcasing the brand's full U.K. vehicle lineup, virtual reality golf simulators, family-friendly activities like the Kids Cheering Zone and cultural highlights such as live music and entertainment. Additionally, the 6th Hole Stadium Experience offered a fully enclosed section of the course, surrounded by grandstands, viewing platforms that allowed fans to feel more engaged with the game.
Genesis’ hospitality approach is guided by the Korean philosophy of “Son-nim,” a belief that every visitor should be treated like an honored guest. A lucky guest at this year’s event correctly guessed who would get a hole-in-one on the Par 3 6th hole, winning a unique VIP experience at the next Genesis-sponsored golf event. The premier golfing event is a Rolex Series tournament that is co-sanctioned by the DP World Tour and PGA Tour and delivered a net economic impact of £19.2 million to the Scottish economy in 2024 alone, supporting 234 jobs.
The final event in Genesis’ 2025 golf calendar is the Genesis Championship, which this year saw a world-class field of 126 Korean and international players competing for the largest KPGA TOUR prize pool yet. Junghwan Lee claimed victory, defending his domestic event from second- and third-place contenders from Spain and England, respectively.
The Championship, held on Genesis’ home turf, provided an excellent venue for the brand to create unforgettable experiences for all its guests. The marque also continued its commitment to providing extra care for its golf players and caddies with the Players and Caddies Café, an oasis for resting and recharging during the games.
As a unique opportunity to exercise its Son-nim philosophy in full, Genesis honored a couple who had won a free VIP trip to the Genesis Championship by correctly guessing the golfer who aced a hole-in-one during the Genesis Scottish Open. The Mcleods received a complete VIP experience at the Championship, which included business-class flights, a five-star stay and chauffeur-driven G90 for shopping and sightseeing, and of course, VIP spectator access at the tournament.
As Genesis closes the curtain on a landmark year, the stage is set for an electrifying future defined by luxury, performance and innovation. With bold entries into the high-performance vehicle market, groundbreaking concept designs and a burgeoning presence in motorsports, Genesis is redefining what it means to lead the way in luxury automotive excellence.
From the racetrack to the golf course, and from dynamic concept unveilings to its unwavering commitment to community and craftsmanship, Genesis continues to push boundaries and embrace its global ambition. Looking ahead, the marque’s relentless pursuit of innovation promises not only to shape the next decade of luxury high performance but also to inspire a new generation of customers and enthusiasts worldwide. The journey is just beginning — and Genesis invites you to be part of it.