SEOUL, Oct. 15, 2026 — As part of Genesis’ multi-year partnership with The Metropolitan Museum of Art, Genesis shares the Museum’s announcement today that artist Danh Vo has been selected for The Genesis Facade Commission in 2027. “The Genesis Facade Commission: Danh Vo” will be on view from Sept. 16, 2027 through June 13, 2028 in New York.

In Danh Vo’s practice, dialogues emerge through objects that carry meaning in relation to specific events or their currency as universal icons, with mortality being central to the work.

For the fourth exhibition of The Genesis Facade Commission, Vo will create four new works for the historic facade’s niches. By bringing together diverse objects and creating unexpected relationships that prompt new reflections, his works will become a compelling lens through which to engage with a site of classical architectural meaning.

“We are pleased to continue The Genesis Facade Commission with Danh Vo as its fourth artist,” said DooEun Choi, Art Director of Hyundai Motor. “By bringing objects and histories into new relations, Vo explores how meaning is shaped and transformed as it moves across time and contexts. We look forward to seeing this dialogue unfold at The Met.”

“Danh Vo treats history as something alive and unsettled, and is deeply attuned to the ways objects carry meaning across time,” said Max Hollein, The Met’s Marina Kellen French Director and Chief Executive Officer. “Vo takes apart the objects through which history is told, from monuments to family heirlooms, and reassembles them in ways that reveal how constructed and fragile our shared narratives can be. With a collection spanning thousands of years of art, The Met is a natural partner for the artist. Visitors will meet Vo’s project on Fifth Avenue, so that this commission frames the very experience of arriving at the Museum.”

“With a light but transfiguring touch, Danh Vo creates artworks that unfix and vivify our relationship to the past. He is one of the most inventive and essential artists of our time,” said David Breslin, The Met’s Leonard A. Lauder Curator in Charge, Department of Modern and Contemporary Art. “Danh Vo has long explored how objects hold histories, personal and political, often in ways that are layered or unresolved. This gives him a singular way into a building whose very purpose is to hold and contextualize very layered and unresolved collections for our millions of engaged visitors. We’re thrilled that Danh has taken on this project that holds a mirror onto The Met, the artist, and the world.”

“A facade is the place where the museum meets the street and it is also an expression of its values over time,” said Danh Vo. “How to create a work that meets the intensity of this invitation? An approach that finds relevance for the institution, for me as an artist, for New York? I know that anything I place within that frame will have the opportunity to be in conversation with a world of objects, and with the many people who made and cared for them.”

Initiated in 2024, The Genesis Facade Commission is an annual exhibition that builds upon the Museum’s contemporary art commissions on the Fifth Avenue facade since 2019. Each year, one artist selected by The Met is invited to create new site-specific works of art, inspiring authentic engagement between the artist, The Met's audience and the broader global art world.

About Genesis and Genesis Art Initiatives

Genesis is a global automotive brand that aims to deliver the highest standards of performance, design, safety, and innovation while looking towards a more sustainable future. Reflecting a commitment to authenticity, Genesis seeks to foster dialogue on issues that transcend spatial and temporal boundaries, inspiring people to discover the profound through the arts. Genesis Art Initiatives supports institutions and visionaries with an understanding of contemporary challenges and timeless values. The initiatives include The Genesis Facade Commission at The Metropolitan Museum of Art, a multi-year partnership presenting newly commissioned artworks on the niches of The Met’s Fifth Avenue facade, The Genesis Talks at the Los Angeles County Museum of Art, a public talk program inviting visionaries across multiple disciplines, and The Genesis Exhibition: Do Ho Suh: Walk the House at Tate Modern, a comprehensive exhibition of the prominent artist. Visit www.genesis.com/art.html or follow @genesis_worldwide #GenesisArtInitiatives to learn more about our partnerships and programs.

About The Metropolitan Museum of Art

The Metropolitan Museum of Art was founded in 1870 by a group of American citizens—businessmen and financiers as well as leading artists and thinkers of the day—who wanted to create a museum to bring art and art education to the American people. Today, The Met displays tens of thousands of objects covering 5,000 years of art from around the world for everyone to experience and enjoy. The Museum lives in two iconic sites in New York City—The Met Fifth Avenue and The Met Cloisters. Millions of people also take part in The Met experience online. Since its founding, The Met has always aspired to be more than a treasury of rare and beautiful objects. Every day, art comes alive in the Museum's galleries and through its exhibitions, events and educational programs, revealing both new ideas and unexpected connections across time and across cultures. The Met presents over 29,000 educational events and programs throughout the year to make art accessible to everyone, regardless of background, disability, age, or experience.

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‘Flesh Impact,’ supported by Genesis to commemorate 100th anniversary of Marilyn Monroe’s birth to be screened at 2026 Busan International Film Festival

Directed by actress and filmmaker Maggie Gyllenhaal, 17-minute short film ‘Flesh Impact’ premiered at 2026 Venice International Film Festival and will play a second time at Busan International Film Festival

About Flesh Impact

「 2026 」 DIRECTED BY MAGGIE GYLLENHAAL, STARRING DAKOTA JOHNSON AND ELLEN BURSTYN.

“Flesh Impact” is a short film from director Maggie Gyllenhaal, featuring Dakota Johnson, Ellen Burstyn, Peter Sarsgaard and Sepideh Moafi.

The title comes from a remark once made to Marilyn Monroe, saying that she had “flesh impact,” referring to her extraordinary magnetism — the combination of beauty, sensuality and star quality that made Monroe impossible to ignore.

Gyllenhaal’s film imagines an alternate future for Monroe where she lives to the age of 100. Played by Ellen Burstyn, she arrives at a modest New York casting session to audition for a role intended for a woman in her twenties. When her age is questioned, she asks, “Why not?” — then tells the story of her rise to stardom to make the case that talent, experience and the ability to inhabit a role should matter more than her age.

The casting panel slowly realizes who she is. Her account is intercut with scenes of Marilyn in her younger years, played by Dakota Johnson, revealing the distance between the enduring public fantasy of Marilyn and a woman who has lived long enough to understand its consequences.

As the older Marilyn recounts her early career, the attention her looks attracted and the men who surrounded her, the film examines what fame demanded of her. It also asks whether the conditions that shaped her experience have truly disappeared. In an industry still preoccupied with actresses’ bodies, desirability, choices and public images, Marilyn’s story feels less like a relic of Hollywood’s past than a challenge to its present.

The imagined audition gives Marilyn an opportunity history denied her: to speak for herself. Though age has transformed her physical appearance, it has not diminished her power as a performer. Her humor, presence and charisma make clear that her value cannot be contained by the image that made her famous. “Flesh Impact” ultimately invites audiences to see Marilyn Monroe not simply as an icon of beauty or desire, but as a perceptive, resilient and formidable artist.

Genesis & Marilyn Monroe

On the occasion of Marilyn Monroe’s centennial, Genesis honors her pioneering spirit, connecting it with the brand’s vision and presenting a new definition of luxury.

Genesis has built its brand value through a distinctive philosophy, much like Marilyn Monroe, who left a lasting mark through her singular perspective. The two share a parallel journey of forging distinctive identities that continue to resonate across generations.

Just as Monroe dreamed fiercely, shattered convention and forged a new path that remains etched in memory a century later, Genesis has spent the last decade relentlessly innovating and pushing forward in pursuit of its bold ambition to become a globally recognized luxury automotive brand from Korea. As a result, Genesis has emerged as a global brand setting a new standard for luxury.

Following the “Manifesting Marilyn” exhibition at Genesis House New York in June, Genesis continues to express its brand values through production support for the film “Flesh Impact,” which shines a light on the lesser-known facets of Monroe’s legacy.

People, Characters and Works Referenced

The following people, characters and works are referenced by Monroe in “Flesh Impact,” offering a glimpse into the artists, figures and cultural world that shaped her life and legacy.

• Clark Gable: William Clark Gable was an American actor often referred to as the “King of Hollywood”.

• Arthur Miller: Arthur Miller was an American playwright and essayist in the 20th-century American theater. He was married to Marilyn Monroe from 1956–1961.

• A Streetcar Named Desire: “A Streetcar Named Desire” (1947) is a play written by Tennessee Williams.

• Blanche DuBois: Blanche DuBois is a fictional character in Tennessee Williams’ 1947 Pulitzer Prize-winning play “A Streetcar Named Desire.”

• Vivien Leigh: Vivien Leigh was a British actress who starred as Blanche DuBois in the film adaptation of “A Streetcar Named Desire” (1951).

• Marlon Brando: Marlon Brando was an American actor, widely regarded as one of the greatest and most influential performers in the history of cinema.

• Jane Russell: Jane Russell was an American actress, model, and singer who was considered one of Hollywood’s leading icons in the 1940s and 1950s.

• Darryl F. Zanuck: Darryl F. Zanuck was an American film producer and studio executive.

• Lee Strasberg: Lee Strasberg was an American acting coach and actor.

• Norman Mailer: Norman Mailer was an American writer, journalist, and filmmaker.

• Orpheus Descending: “Orpheus Descending” (1957) is a three-act play by Tennessee Williams.

• Carol Cutrere: Carol Cutrere is a character in Tennessee Williams’ “Orpheus Descending.”

• Tennessee Williams: Tennessee Williams was an American playwright and screenwriter.

• Cypress Hills: Cypress Hills Cemetery is located in the boroughs of Brooklyn and Queens in New York City.

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If experience has become the new currency of luxury, the obvious question is what role the product still plays.

At Semafor's Business on Luxury, hosted at Genesis House in New York, several speakers pushed back on the idea that products have become secondary.

Lisa Sequino runs the global makeup brands at The Estée Lauder Companies. Jenna Lyons spent twenty-seven years at J.Crew and now serves as executive creative director at FundamentalCo.

Their argument was not that experiences are overrated. It was that experiences only work when something meaningful sits underneath them.

The Product Still Has to Matter

To that point, Sequino shared her views with a list of physical qualities.

"I think any luxury consumer wants certain things," she said. "You want products that feel amazing, whether it's product performance; they look amazing; the package you're proud to take out of your handbag or put on your vanity; something that you can connect to that goes beyond the physical product."

Her next point matters because it shifts the discussion away from price.

"You don't have to do that with a $100 lipstick," Sequino said. "You can do that with scent. You can do that with taste. You can do that through color expression on the package. But it is very much a five-sense way of designing."

Asked directly why anyone should care how a lipstick smells or tastes, she gave the most personal answer of the evening.

"Because maybe that swipe of lipstick was the best part of your day, after missing a cab or a subway, or a child falling, or having a bad day at work."

She attributed the principle to Leonard Lauder, with whom she worked for much of her career.

"He would always say, when the economy went down, lipstick always went up — because people still want to be happy and still have a piece of luxury that may not cost them $100, but that $25 is an investment that can keep them in a positive mindset."

She then described the standard she uses with her teams.

"I always say to the team, if you can't put a brand name on it, then it's not discernible enough."

It means a product should still be recognizable without the logo. That is harder than creating something that simply photographs well.

Sequino applies the same discipline to the challenge of distribution. Brands no longer decide who talks about them. The product has to survive being described by people who have no connection to the company.

"If someone off the street can describe the beauty of this product," she said, "you did your job."

What People See Through

Lyons approached the issue from the opposite direction. Rather than asking what makes a product good, she focused on what makes people stop believing.

"I think when I think about brands that have staying power in the luxury space, oftentimes it is about heritage," she said. "It is about craft; it is about something that you can believe in. It's something that you know will stand the test of time. It's something that has a core being that actually you can believe in; there's integrity there."

And then the warning.

"I do think, when it's manufactured, people see right through it."

Asked where quality comes from, Lyons rejected the idea that there is a single answer.

"It's a different answer depending on what you're buying, so it's not a one-size-fits-all," she said.

For something simple, such as a button-down shirt, the fabric is the story. For a tailored garment, it is not.

She applies the same thinking to hospitality.

Traveling for J.Crew, Lyons regularly stayed at some of the most luxurious properties in the world. What struck her was how often the experience felt disconnected from the place itself.

"If I go to Singapore for the first time, staying in the most luxurious places isn't necessarily giving me a sign of what that place is about," she said. "I'm not necessarily seeing the people who live there. I'm seeing people who are having the same experience I am."

What she values instead is the local, human element.

"I want to meet the chef on the corner whose whole family works there, and they've been making the same thing for years, and this is their special dish."

Knowing Your Limits

The clearest example of this principle came from a company that experimented, learned from the result, and adjusted accordingly.

Nespresso operates around 45 boutiques in the United States. They function as tasting environments, with trained coffee specialists guiding customers through origin and terroir. In some larger locations, including Beverly Hills, the brand expanded the concept and operated full cafés.

Jessica Padula, Vice President of Marketing and Head of Sustainability at Nespresso USA, explained why that changed.

"We are not restaurateurs," she said. "We're a coffee business first and foremost; we're not even operators in the sense of a coffee shop."

The lesson was simpler than the original ambition.

"We've learned that we're really good at the to-go element," Padula said. "But we're not a restaurant, and so let's stay away from that. Let's really scale and focus on what we're good at, and allow our coffee to be the basis of maybe an experience that somebody else wants to create in those environments."

The decision clarified the role Nespresso wanted to play.

One in four Nespresso customers, Padula noted, first encountered the brand in a hotel room. In those environments, Nespresso controls the coffee but not the setting.

Its focus is on the details.

"We're additive and complementary," she said.

The emphasis is on how the product appears and functions in the moment.

"Are they capsules? How are they displayed? Does it look like a jewelry box, to continue this feeling of luxury?"

Padula applies the same discipline to partnerships.

Discussing the brand's Espresso Martini scented candle collaboration with Hotel Lobby Candle, she spoke about the importance of knowing where extension should end.

"Thinking about what equity is yours and yours alone in the brand, and where you are going to borrow or extend your equity into partnerships," she said. "Otherwise you will stand for everything and stand for nothing."

The Common Thread

That brings the discussion back to Bauer.

In part one, he argued that abundance has changed what is rare. Here is the full version:

"The premium increasingly belongs to brands with the judgment to decide what should be allowed to exist," he said. "There's so much of everything; everyone can now have access to everything, and brands can make just about anything. I think the judgment layer that sits on top of that, around what should even be allowed to exist, is going to define it."

The examples had been there all evening.

Sequino deciding MAC Cosmetics would enter Sephora with lip rather than a full assortment, and getting it done in nine months, a timeline she called unheard of for a company that size. Padula deciding Nespresso would not operate cafés. Lyons deciding craft is the filter through which everything else is assessed.

Bauer argued that these choices are increasingly where brands compete.

Bauer's own framework is a three-part test he puts to chief executives and investors. He abbreviates it as SPA: species, purpose, advantages.

What kind of company are we, and what could we become? What is it that only we do? And do we have what we need to live up to those claims?

Bauer argues that aligning those answers serves an important purpose.

It helps prevent a series of small decisions from gradually weakening a brand. Everyone using the same words to describe the same ideas, he said, "stops you from making decisions that dilute the potency."

He pointed to Aesop as an example of that discipline in practice. A designer spends two years at the company before touching packaging. Even a bouquet of flowers in a store is approved by head office from a photograph.

His conclusion for investors applies equally to operators: this is "brand as principle, rather than brand as a template."

Where Genesis Stands

Experiences do not stand apart from products. They depend on them.

Development of the GV90 began with a question about the passenger experience: how people enter, exit, and use the cabin.

Answering that question meant rethinking a feature long treated as standard.

The B-pillar, the structural post between the front and rear doors, supports the roof and helps protect occupants in a crash. As Amy Marentic, Chief Marketing Officer of Genesis Motor America, put it, B-pillars "have been in vehicles since I was a young engineer 30 years ago."

"Many manufacturers have tried for years to remove the B-pillar, and it hasn't been possible," she said.

On the GV90, it is concealed within the doors and, according to Marentic, the vehicle is safer than a conventional equivalent.

At Genesis, hospitality is often discussed through the Korean concept of “son-nim,” or honored guest. The idea is straightforward: consider a guest's comfort at every step of the experience.

That principle shaped the thinking behind the GV90. The pillarless coach doors create a wider opening and a more welcoming entry point, especially when passengers get in and out.

Delivering that experience required overcoming a longstanding engineering challenge. The mindset behind that effort is closely aligned with “ha-myeon-dwen-da (하면 된다),” the philosophy associated with Hyundai Group founder Chung Ju-yung.

Marentic translated it simply as: "anything is possible."

For Genesis, experiences are not treated as something separate from the product. They are built into the product itself. Every design decision, engineering solution, and customer touchpoint is expected to contribute to the experience of being welcomed and cared for.

The product has to earn the promise.

The New Scarcity

Across four conversations, four executives identified a different form of scarcity.

Bauer pointed to the importance of making the right judgment. Marentic pointed to time. Sequino pointed to discernibility, the ability to recognize a product without its logo. Lyons pointed to craft and integrity.

The answers differed, but they pointed in a similar direction.

When products are easier to make, easier to distribute, and easier to compare, decisions begin to matter more.

In part one, that scarcity appeared as time and meaningful experiences. In part two, it appeared as craft, discernibility and judgment. Together, they point to the same challenge: knowing what is worth creating in the first place.

It's not about what can be made, but what should be made.

Reporting drawn from Semafor's Business on Luxury, hosted at Genesis House, New York. Market data from the Bain & Company–Altagamma Luxury Goods Worldwide Market Study, spring 2026 update.

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The event ran from Sept. 24-27 in conjunction with the 6 Hours of Fuji, the sixth round of the 2026 FIA World Endurance Championship (WEC) season in which the luxury marque’s Genesis Magma Racing team made its debut this year. The Live Festival is an expansion of the brand's customer experience to make motorsports more accessible to the Korean public.

Genesis had previously introduced its Genesis Magma Racing team to its home market at the 2026 Busan Mobility Show in June and through a special exhibition at Genesis Studio Hanam in July. With the Live Festival, the brand created a multifaceted stage at Starfield Hanam where mallgoers came face-to-face with the actual hypercar that completed the 24 Hours of Le Mans, took on interactive challenges, and gathered to cheer on the GMR-001 Hypercars as they raced at the Fuji Speedway in neighboring Japan.

The Grime and Glory of Le Mans

Upon entering the South Atrium at Starfield Hanam, visitors immediately noticed the Magma Orange-liveried race car positioned at the center of the space.

The vehicle on display was the #19 GMR-001 Hypercar that competed in the 24 Hours of Le Mans last June. Covering 372 laps and approximately 5,069 kilometers over a grueling 24 hours, the car crossed the finish line in 13th place — marking a defining milestone by completing the legendary race on Genesis Magma Racing’s first Le Mans outing.

Up close, the GMR-001 Hypercar stood in stark contrast to pristine show cars typically seen at motor shows. Scratches and stains from hours on the track remained layered across the front, sides and wheel arches, clearly visible against the vivid Magma Orange livery.

The exhibition gave visitors a rare opportunity to closely examine a race car that would normally appear briefly on a screen. The lore of Le Mans, previously known only through final standings and records, took concrete form in the vehicle before them.

On the second floor of the mall in Genesis Studio Hanam, the Genesis Magma GT3 Concept was displayed in Korea for the first time. Initially unveiled at the 24 Hours of Le Mans in June, the Magma GT3 Concept points to Genesis’ potential to further explore its motorsports and high-performance programs. If the GMR-001 Hypercar represents where Genesis Magma Racing is today, the Magma GT3 Concept offers a glimpse of what comes next.

Racing Continues at Fuji in Second Half of WEC Season

As the Live Festival was held in conjunction with the sixth round of the WEC, the 6 Hours of Fuji, visitors got an early look at the race weekend which would begin just days later. Gallery walls at the first-floor event space and in Genesis Studio Hanam introduced viewers to the Fuji Speedway circuit, with a rundown of the race schedule, competing vehicles and driver lineup.

Fuji Speedway is a 4.563-kilometer circuit with 16 corners and a 1.475-kilometer main straight. Visitors explored the track layout and race information, and examined the #19 Hypercar that finished at Le Mans, allowing them to picture the #17 and #19 GMR-001 Hypercars competing on the global stage.

On the final day of the event, a live watch party for the 6 Hours of Fuji heightened the excitement with guests coming together to watch the race.

Immersive Motorsports Experience

The festival transitioned from visual spectacle to physical action as visitors stepped into the driver’s seat. Designed as a stamp tour, three hands-on missions — the Batak Challenge, Time Stop Challenge and GMR-001 Sim Racing — let attendees put their own instincts to the test.

The Batak Challenge challenged participants to strike randomly illuminating buttons against a ticking clock, testing their reflexes and alertness. Next, the Time Stop Challenge had visitors trying to stop a running clock within a targeted time. Together, the two intuitive missions highlighted skills essential to racing: split-second reactions and precision timing.

Additionally, sim racing put visitors behind the steering wheel of the GMR-001 Hypercar on a virtual circuit. Their lap times varied based on where they braked before entering a corner and when they accelerated again. After each run, the leaderboard immediately displayed their lap times and rankings, turning the experience into a challenge to go even faster.

Participants who received all three stamps also received a chance to enter a prize draw at Genesis Studio Hanam.

Motorsports for the Whole Family

For visitors looking to enjoy the festival more casually, dedicated activity zones offered postcard drawing and temporary tattoos, providing an approachable way for families and newcomers to the sport to soak up the atmosphere.

The flexible format allowed families to enjoy the event at their own pace — parents could inspect the GMR-001 Hypercar while their children took the wheel on the simulator before regrouping to make postcards or collect stamps.

“Because [the festival] was held at the Starfield Hanam which is a convenient location, we could easily visit with our kids,” one parent said. “I previously had little interest in motorsports, but Genesis’ announcement of its WEC participation sparked my curiosity. After following the team’s completion of the 6 Hours of Imola and its results at the 24 Hours of Le Mans, I now check the outcome of every race.”

“The kids love racing too, so getting stickers and drawing pictures made it a rewarding experience the whole family could enjoy,” the parent added.

Genesis Collection Brings Magma Orange from the Track to Lifestyle Goods

Beyond the experience programs, visitors were able to browse the Genesis Brand Collection — which extends Genesis design and brand sensibility into everyday lifestyle products — as well as the Genesis Magma Racing Collection, which was fitting for the motorsports event. A variety of items clad in Magma Orange, including keyrings, scale models and accessories, were available for purchase on site.

A signature item of the Genesis Collection, the teddy bear keyring, captures the brand’s most significant milestones and stories through different characters. The lineup includes the “Jacky Ickx Edition” teddy, inspired by legendary six-time 24 Hours of Le Mans winner and Genesis Brand Partner Jacky Ickx, the “Heritage Racer Edition,” dressed in classic racing overalls reminiscent of racecar drivers of the past, as well as the “Magma Crew Bear,” representing the identity of a team united by Genesis’ high-performance Magma DNA.

Genesis also lent its striking Magma Orange hue to postcards, poster books, leather cardholders, and tote bags.

The Genesis Magma Racing Collection was a particular favorite among fans. The lineup included 1:43 scale models of the #17 and #19 GMR-001 Hypercars, accompanied by team apparel and racing accessories such as snapback caps, team shirts and rain jackets, allowing fans to carry their support for Genesis Magma Racing into their daily lives.

6 Hours of Fuji Live Watch Party

On Sept. 27, fans in Hanam turned their attention to the screen at the watch party to cheer on the #17 and #19 Genesis Magma Racing GMR-001 Hypercars of Genesis Magma Racing competing at the 6 Hours of Fuji.

Megabox Hanam Starfield broadcasted the race live on a movie theatre screen with surround sound while visitors at the South Atrium and Genesis Studio Hanam followed the action on large LED displays.

During the race, the #19 Hypercar broke into the front pack early and spent most of its run inside the top five. The #17 car also kept up the pursuit, staying within the points-scoring positions until the late stages. Despite a late penalty dropping the #19 to 11th place and the #17 to 15th, the race showcased the competitiveness of the GMR-001 Hypercars amid changing track conditions.

“For a Korean brand to enter motorsports is a tremendous challenge in itself,” one motorsports fan said. “Gathering together to experience motorsports like this will likely spark even greater interest here in Korea.”

Another visitor, who encountered endurance racing for the first time this WEC season, shared that they had been following Genesis Magma Racing’s journey since the season opener in Imola, Italy.

“At first, I figured just finishing a race would be an achievement, but my expectations grew as the team started securing points during the season,” the visitor said. “Watching the race in a theater equipped with a massive screen and high-quality sound made it a really special experience.”

A spectator from a Genesis-owning family also mentioned that their view of the brand changed after witnessing its motorsports activities.

“It was already a brand I liked, but by taking on motorsports, it feels like the brand’s ambitions have grown even bigger and I have high expectations for its future vision,” they said.

A Bold Pursuit Backed by Fans

Early in the season, fans simply hoped the team would finish the race. But these expectations have shifted. Now, they are looking past points finishes and setting their sights on double points and podium finishes.

As Genesis Magma Racing builds experience and shows results race by race, the cautious cheers from the start of the year have transformed into genuine excitement for the next race.

The Genesis Magma Racing Live Festival proved that this momentum is taking hold in Korea as well. From long-time motorsports enthusiasts to those watching endurance racing for the first time because of Genesis Magma Racing, people who came from different starting points are now following the same team’s journey and waiting to see what comes next.

The checkered flag has dropped at Fuji, but the season is far from over. How much faster will the team go and how much higher can it climb at the next race? Korean fans will soon turn their gazes to the Circuit de Barcelona-Catalunya for the 6 Hours of Barcelona to cheer on their home team, Genesis Magma Racing.

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Amy Marentic was sitting in a conference room roughly fifteen years ago when someone told her what luxury would become.

"We were meeting with a woman — her job title was corporate futurist," the Chief Marketing Officer of Genesis Motor America recalled at Genesis House in New York earlier this month. "Now, what an incredible job that would be, right? I tell the future."

The futurist was mapping scenarios 10, 20 and 30 years into the future. One stood out.

"One of the things that she said was, luxury will be disconnection."

Marentic paused on the timing.

"Imagine saying that 10 to 15 years ago, when everybody was adding their second cell phone and they were connected 24/7."

At the time, the prediction seemed counterintuitive. It doesn't anymore. Over the course of an evening of conversations hosted at Genesis House, spanning beauty, coffee, fashion and automotive, four senior executives reached much the same conclusion. None of them were asked the same question. All of them arrived at a similar answer.

When Traditional Advantages Stopped Being Enough

Jonny Bauer, founder and executive chair of FundamentalCo, sees the shift in straightforward terms.

"Ten years ago, a brand could win through controlled distribution, a recognizable identity, and consistent communications," he said. "But that's no longer the case."

He believes the change is long-term rather than temporary. "Production and access now are abundant."

Lisa Sequino, President of Global Makeup Brands at The Estée Lauder Companies, described the same shift from inside the supply chain. In her view, the pandemic permanently changed where products could be made.

"What COVID did was it allowed packaging and manufacturing to have a much more global footprint," she said. "So when you travel the world, you can go to Brazil or China or India and see a lip product that's just as high quality as something that you would have seen manufactured in another European country 10 years ago."

The result is that competition has risen across the board.

"So the competition has really increased," Sequino said. "That's why I think a lot of brands need to make sure that they're adding other elements to their product — because anybody can enter the market. You and I can start a beauty company tomorrow. So the stakes are much higher."

Semafor Media Editor Max Tani summarized the situation from the moderator's chair.

"Just make an AI, go on TikTok, sell it without even having a product yet."

The data points in the same direction. In its spring 2026 update to the Luxury Goods Worldwide Market Study, produced with the Italian industry association Altagamma, Bain & Company found that roughly half of luxury consumers now use artificial intelligence somewhere in the purchase journey. About one in four use it to discover brands, while two in three use it to compare options before making a purchase. Around half also consult the secondhand market before buying something new.

Discovery, comparison and validation have become easier and faster than ever. Brands no longer control these stages the way they once did.

Sequino has watched the transition firsthand. Influence, she said, has moved away from models and beauty advisors and toward ordinary consumers sharing their own experiences.

She does not view that as a positive development.

"I think it makes our job harder," she said, "because you have to make a great product that people can easily speak about."

From Money and Access to Time and Experience

If those traditional signals are now commonplace, what does a luxury purchase communicate today?

Bauer described a progression. Luxury once signaled that someone had money. Later it signaled taste. Then it signaled access.

"And now I think it's also just a little bit more of, 'I have time,'" he said, "to really choose where and how I spend my time, and who and how I'm with, and what the composition of my existence becomes."

He stopped short of arguing for a single global definition.

"Those things have evolved at the same time in different markets, with different levels of development," he said. "There are some markets where it's still a luxury to signal, I have the money to be able to afford this, or I have access."

His view is that markets are moving in the same direction, though at different speeds.

"Some markets are catching up to other markets, but it's all heading in that way."

Marentic pointed to data showing the same pattern. Consumer sentiment toward experiences, she noted, is growing roughly 1.5 times faster than sentiment toward tangible goods.

Bookings for dining, leisure and entertainment rose 30 percent year on year, while travel beyond traditional destinations increased 20 percent. Consumers are placing more value on experiences than they did just a few years ago.

"So people are thinking more, especially high-net-worth, thinking more about luxury experiences, about travel, about culinary experiences," Marentic said. "So we absolutely are seeing it in the data."

The Appeal of Vitality

Bauer expanded on the idea through research he conducted with ultra-high-net-worth consumers. The research focused on a simple question: what types of brands and experiences genuinely resonate with this audience? The answer was remarkably consistent across markets.

"It was experiences that could deliver a real sense of vitality to them," Bauer said.

He broke vitality into two parts. "The first thing you can do is to make them feel important," he said. The importance comes from social standing rather than possessions.

"It's not just what are you experiencing, but what's the group that you're experiencing it with? And how can I really signal that I'm chosen to be part of this important group?"

The second element is physical. "The second part of it was feeling physically well."

Bauer condensed the idea into a simple principle. "So: make me feel important, and make me feel well."

That principle leads to highly specific services. "Wellness doctors coming with you on travel, things to stop you getting jet-lagged, how to make the travel experience faster and cleaner."

Neither side works alone. "It's the combination of both of these two values being built into their experience that adds up to this broader concept of vitality."

Bauer then applied the idea to the room around him. "So how do you infuse that sense of visceral vitality into these beautiful cars around here, or the driving experiences connected — surrounding how you pick them up?" Bauer asked. "You go and pick up a Porsche, you get to drive it around Germany and then put it on a boat and come back."

His point was not that products no longer matter. Rather, value increasingly comes from everything that surrounds them: the people, the setting, the service and the memories created along the way.

Across the evening, executives from four very different industries arrived at a similar conclusion. Access is no longer scarce. Information is no longer scarce. In many categories, even quality is no longer as rare as it once was.

What people are searching for instead are experiences that feel meaningful, personal and worth their time.

But that raises a different question: If luxury increasingly lives in the experience, how much does the product itself still matter?

Reporting drawn from Semafor's Business on Luxury, hosted at Genesis House, New York. Market data from the Bain & Company–Altagamma Luxury Goods Worldwide Market Study, spring 2026 update.

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NEW YORK, Sept. 17, 2026 — Genesis today shared the opening of The Genesis Facade Commission: Liu Wei, Speculation at The Metropolitan Museum of Art. Marking the third commission under the multi-year partnership between Genesis and The Met, the exhibition will be on view at the Museum’s Fifth Avenue facade from Sept. 17, 2026 through June 8, 2027.

Established in 2024, The Genesis Facade Commission is an annual exhibition that invites artists to create new sculptural works for The Met’s Fifth Avenue facade, engaging with the Museum’s Beaux-Arts architecture and encyclopedic collection. Following presentations by acclaimed contemporary artists Lee Bul and Jeffrey Gibson, this year’s commission features four large-scale works by Beijing-based artist Liu Wei.

Liu has presented solo exhibitions in Beijing, Shanghai, Seoul, and Cleveland in recent decades. The Genesis Facade Commission marks his first major museum exhibition in the United States.

Liu has explored the realities of the contemporary era since the late 1990s through a range of media, including photography, painting, video, sculpture, and installation. As one of the pioneering artists from China who sought to define conceptual art on their own terms amid rapid societal transformation, Liu has continuously built his own artistic practice by challenging and reinterpreting the historic expressions of abstraction, figuration, and the readymade.

Known for his engagement with sites and scale, Liu reconfigures fragments of the urban environment, historical sources, and bodily forms into grandiose sculptural installations and monumental forms while capturing and criticizing recurring conflicts and contradictions to challenge conventional boundaries.

For The Genesis Facade Commission, Liu Wei presents four sculptures of varying scales, each titled after a fundamental constant in physics: Speculation / Λ; Speculation / G; Speculation / c and Speculation / h. Composed of architectural fragments and bodily forms in diverse materials — including fiberglass composite, steel, aluminum alloy, polyurethane paint, and bovine rawhide — the works take form within the facade’s niches as “a pile of still life objects brusquely sutured together.”

The human hand emerges as a recurring motif and defining form throughout the commission, underscoring its enduring artistic, cultural, and symbolic resonance across time and place. It serves as a bridge between the tangible and the speculative, embodying Liu’s broader exploration of transformation, perception, and imagination.

The exhibition, titled Speculation, explores fragmentation, transformation, and renewal, reflecting on cycles of rupture and suture that shape individuals, cities, and societies over time. Drawing on the artist’s experience of the sweeping transformations of a rapidly modernizing China, the works examine the tensions, uncertainties, and contradictions that accompany profound change. In conversation with The Met’s Beaux-Arts architecture, the artworks reimagine the Fifth Avenue facade as a site for dialogue, reflection, and discovery.

“Through his distinctive artistic language, Liu Wei reconfigures familiar forms to illuminate the challenges embedded in contemporary realities,” said DooEun Choi, Art Director of Hyundai Motor. “We hope this exhibition invites audiences to reflect on human experience in an era of profound transformation and to reconsider how we navigate the complexities of the present.”

“Liu Wei’s sculptures for The Genesis Facade Commission are sure to reflect the curiosity, innovation — and even humor — he is known for," said Max Hollein, The Met’s Marina Kellen French Director and Chief Executive Officer. “This commission also reflects the spirit of The Met’s Tang Wing for Modern and Contemporary Art, opening in 2030, where global perspectives and boundary-pushing artistic practices like Liu Wei’s will be at the heart of how we present art of our time. We are honored to work with Liu Wei to expand the possibilities of the iconic Fifth Avenue facade with his first major project at an American institution.”

To celebrate the opening, an artist talk titled An Evening with Liu Wei, will be held on Sept. 22, offering a closer look at the artist’s creative journey and the conceptual development of the commission.

Through Genesis Art Initiatives, Genesis continues to deepen its partnerships with leading cultural institutions and visionary artists, fostering meaningful cultural dialogue globally. Current initiatives include The Genesis Facade Commission at The Met, The Genesis Talks in partnership with the Los Angeles County Museum of Art (LACMA), and the newly opened Do Ho Suh exhibition at the National Museum of Modern and Contemporary Art, Korea (MMCA), on view through Feb. 9, 2027.

About Genesis and Genesis Art Initiatives

Genesis is a global automotive brand that aims to deliver the highest standards of performance, design, safety, and innovation while looking towards a more sustainable future. Reflecting a commitment to authenticity, Genesis seeks to foster dialogue on issues that transcend spatial and temporal boundaries, inspiring people to discover the profound through the arts. Genesis Art Initiatives supports institutions and visionaries with an understanding of contemporary challenges and timeless values. The initiatives include The Genesis Facade Commission at The Metropolitan Museum of Art, a multi-year partnership presenting newly commissioned artworks on the niches of The Met’s Fifth Avenue facade, The Genesis Talks at the Los Angeles County Museum of Art, a public talk program inviting visionaries across multiple disciplines, and The Genesis Exhibition: Do Ho Suh: Walk the House at Tate Modern, a comprehensive exhibition of the prominent artist. Visit www.genesis.com/art.html or follow @genesis_worldwide #GenesisArtInitiatives to learn more about our partnerships and programs.

About The Metropolitan Museum of Art

The Metropolitan Museum of Art was founded in 1870 by a group of American citizens—businessmen and financiers as well as leading artists and thinkers of the day—who wanted to create a museum to bring art and art education to the American people. Today, The Met displays tens of thousands of objects covering 5,000 years of art from around the world for everyone to experience and enjoy. The Museum lives in two iconic sites in New York City—The Met Fifth Avenue and The Met Cloisters. Millions of people also take part in The Met experience online. Since its founding, The Met has always aspired to be more than a treasury of rare and beautiful objects. Every day, art comes alive in the Museum's galleries and through its exhibitions, events and educational programs, revealing both new ideas and unexpected connections across time and across cultures. The Met presents over 29,000 educational events and programs throughout the year to make art accessible to everyone, regardless of background, disability, age, or experience.

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STRESA, Italy, Sept. 14, 2026 — Genesis introduced the Magma GT Concept and X Skorpio Concept to dynamic track conditions for the first time at the 2026 Tutto Bene Hillclimb. The two striking concept vehicles ascended the 9-kilometer Strada Borromea on Mottarone mountain, their debuts representing a bold statement of Genesis' ambitions in high-performance automotive design and engineering.

The Genesis Magma GT Concept, unveiled statically at the 24 Hours of Le Mans in June, finally revealed its true character in motion. The mid-engined grand tourer tackled the winding Italian hillclimb with precision — its purposeful proportions and uncompromising focus on performance embodying Genesis' exploration of luxury through the lens of high-performance engineering.

Making its European debut, the Genesis X Skorpio Concept is a dramatic departure that reimagines the brand's “Athletic Elegance” design language for off-road racing. The rugged vehicle showcased an entirely different approach to performance, featuring a tubular chassis and high-endurance components derived from competitive off-road racing development.

The X Skorpio Concept was piloted up the track by Genesis Magma Racing driver André Lotterer, who alongside his #17 GMR-001 Hypercar teammates Pipo Derani and Mathys Jaubert, recently secured the team’s best finish of the 2026 World Endurance Championship season at the Lone Star Le Mans at the Circuit of the Americas in Texas. The three drivers managed to recover from an early incident and penalty to bring the #17 GMR-001 Hypercar back into the top 10 to finish and score points in P7.

The contrast between the two concepts — one refined, mid-engined and road-focused; the other raw, purpose-built and terrain-conquering — demonstrated the breadth of Genesis' performance vision.

Created by Los Angeles-based Race Service and Milan-based BorromeodeSilva, Tutto Bene 2026 gathered 85 exceptional automobiles across one of Italy's most striking landscapes, overlooking Lake Maggiore. Far from being a competition, the hillclimb celebrated the shared passion for automotive design, engineering and driving culture.

Genesis also brought the Genesis Magma Racing GMR-001 Hypercar, fresh from competitive testing, and the Genesis Box Buggy Concept, a technical demonstrator which was built on technology from the Hyundai Motor Group’s Mobis division. Together, the vehicles illustrated the wealth of expertise within the Group, from high-performance motorsport to the exploration of future mobility technologies.

For Genesis, the event represented a natural meeting of automotive cultures and philosophies. In the Italian Alps, the marque embraced Tutto Bene’s “slow down to go fast” ethos which views journeys being just as important as the destination — a celebration of progressive design, engineering and the simple pleasure of being behind the wheel.

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SEOUL, Sept. 3, 2026 — Genesis has been recognized for its exceptional design and innovation at the 2026 International Design Excellence Awards (IDEA). Highlighting the brand's achievements is a Silver Award for the Genesis Magma GT Concept in the Automotive & Transportation category, alongside finalist recognitions for the G90 Wingback Concept and the Magma User Interface (UI) Design in Automotive & Transportation and Digital Interaction categories, respectively.

Genesis Magma GT Concept (Silver, Automotive & Transportation)

The Genesis Magma GT Concept boldly reinterprets the brand’s “Athletic Elegance” design philosophy through the proportions and aerodynamics of a high-performance sports car. Featuring a low, wide body, a flowing roofline, and a distinctive boat-tail cabin, the concept expresses a commanding stance and latent power. By prioritizing restrained surfaces and sophisticated details over aggressive styling, the Magma GT Concept encapsulates Genesis' vision for luxury high performance, where athletic tension and refined composure coexist in harmony.

“The Magma GT Concept represents the pinnacle of our performance vision and stands as a symbol of our commitment to true motorsport capability,” said Genesis Chief Creative Officer, Luc Donckerwolke.

In addition to the Magma GT Concept, Genesis earned two finalist nods that further showcase the brand's expansive design vision and tech innovations.

Genesis G90 Wingback Concept (Finalist, Automotive & Transportation)

Reinterpreting the marque’s flagship G90 sedan as a grand tourer wagon, this concept explores the luxury high-performance potential of Genesis’ Magma program. It combines the G90 Long Wheel Base with an extended roofline and an elegant parabolic profile. Aerodynamic elements inspired by GT endurance race cars — including wide wheel arches, large air intakes, a rear wing, and a diffuser — are exquisitely integrated to embody both high-performance dynamism and the brand's characteristic restrained elegance.

Genesis Magma UI Design (Finalist, Digital Interaction)

Debuting as the digital interface for the first Magma production vehicle, the GV60 Magma, this UI enhances both information visibility and driver engagement during track and high-performance driving. It combines sophisticated chronograph-inspired graphics, the deep blacks of OLED displays, and a restrained Magma orange color palette. In the Magma-exclusive mode, the interface expresses a sense of speed and intense energy through angled typography and dynamic motion graphics.

The 2026 IDEA Award recognitions underscore Genesis’ ongoing commitment to pushing the boundaries of automotive design, solidifying its reputation as a global innovator in both luxury high-performance aesthetics and digital user experiences.

Presented annually by the Industrial Designers Society of America (IDSA), the IDEA Awards are among the longest-running and most prestigious design awards programs in the world. Originally founded to recognize exceptional achievement in industrial design, the program has since expanded to highlight groundbreaking design across numerous disciplines, including automotive and transportation, digital interaction, strategy, and branding.

SEOUL, Sept. 2, 2026 — Genesis’ flagship all-electric SUV, the GV90, made its domestic debut at the Genesis Exclusive Preview event held in Genesis Suji. From the philosophy behind its creation to the innovations that define it, the event offered an early look at the GV90 and Genesis’ vision for the future of luxury.

From Aug. 18-29, a special event took place at Genesis Suji in Yongin, Gyeonggi Province. The event offered domestic media and VIP guests an exclusive preview of the GV90, the flagship of Genesis’ SUV lineup. The experience combined the Genesis brand story with the thinking behind the GV90’s development, allowing guests to explore the vehicle alongside product specialists.

In honor of the occasion, the first through third floors of Genesis Suji were transformed entirely and dedicated to the GV90. Guided through each level, guests experienced the marque’s distinct vision of luxury firsthand. Docent tours offered deeper insights into the brand's development journey and key features of the vehicle.

Untethered: Redefining Luxury on Genesis’ Own Terms

Upon arriving at Genesis Suji, attendees were directed to the third floor, where Genesis’ hospitality began. Guests were welcomed into a private lounge inspired by the GV90, where soft ambient lighting echoed the warmth of the vehicle’s new interior color, Quince Brown. Every element of the venue, from its curved walls to its carefully selected materials, was thoughtfully designed to reflect the vehicle's interior and exterior design language.

The event began with a retrospective video tracing the journey of Genesis. Launched in 2015 as Hyundai Motor Group's dedicated luxury brand, Genesis established "Athletic Elegance" as its foundational design identity and later expanded on its defining "Two Lines" motif, transforming it into the brand’s signature. With 12 models introduced to date, Genesis has completed a comprehensive lineup and achieved a landmark milestone this past March by surpassing 1 million cumulative units sold in Korea. Today, Genesis continues to expand its presence across more than 20 markets worldwide.

After over a decade of growth, Genesis stands at another critical inflection point, seeking to step outside conventional boundaries towards fresh innovation. The concept of "Untethered" became the central pillar of this evolution. Could a vehicle become a place where people genuinely want to spend time, rather than simply a way to get from one destination to another? Could technology enhance comfort without demanding attention? Could innovation move forward without compromising safety? These questions became the foundation of the GV90.

Journey to Less: Reduction to Amplify the Essence

The second floor explored the inspiration and development philosophy behind the GV90. The model was never intended to follow the established conventions of the luxury SUV segment. Rather than adding more, we focused on identifying what truly matters to the customer experience and elevating those essentials with authentic intention and refinement.

Guests first encountered four traditional Korean “dalhangari,” or moon jars, from “Spring, Summer, Autumn, Winter,” a series by artist Jiman Choi that inspired the exterior design of the GV90. Celebrated for the beauty of its simple, unadorned form, the moon jar is widely regarded as one of the most iconic expressions of Korean aesthetics.

This design process was showcased by four clay models of the GV90 placed alongside the moon jars. As represented by the fundamental spherical form, the GV90 was designed by stripping away the unnecessary and focusing on what is essential. The model’s designers began with the purity of form, refining the vehicle’s volume, proportions and stance to create the distinctive presence expected of a flagship SUV. The rear section was sculpted with particular care, sloping downward with the graceful subtlety of a moon jar’s shoulder line. The final phase focused on refining the details, striking a balance between timeless elegance and the unmistakable Genesis identity.

Artist Jiman Choi said, "While moon jars may appear similar at first glance, each possesses its own distinctive character. Viewing the completed rear profile of the vehicle from various angles, I believe it beautifully captures the aesthetics of the moon jar."

The final space embodied the GV90’s interior space philosophy. Within an overall setting defined by the beauty of white space, a cozy retreat for private relaxation coexisted with a lounge. Divided into two areas with distinct purposes, the space illustrated how the GV90 expands the in-cabin experience. Every visible and tactile element — from the wall objects and chairs to the cushions and flooring — was composed of materials applied to the GV90’s interior. Meanwhile, the monitor and speakers placed in front of the sofa, along with the dial installed on the wall, echoed the sense of hospitality designed into the vehicle experience.

A New Phase: The Arrival of Genesis’ New Flagship

The highlight of the event — the official unveiling — followed on the first floor. As guests arrived on the first floor, three GV90 models were revealed accompanied by custom music inspired by the Genesis Sound 2.0. Displayed from left to right were the standard GV90, the GV90 Neolun featuring the world’s first independently opening hidden B-pillar coach doors, and at center stage, the GV90 Neolun First Edition, limited to just 222 units worldwide.

The GV90 immediately commands attention with Genesis’ first Wing Face Micro Lens Array (MLA) headlamps. These were crafted using a laser-precision "cutless” technique to minimize the seam between the lighting elements and the bodywork. Beneath, the lower bumper features a double-layered, chrome-plated G-Matrix pattern.

The rear design further reflects the GV90’s design philosophy. Embracing the full curvature of the moon jar, the rear profile deliberately eliminates a traditional rear spoiler, highlighting the marque’s identity with surface-emitting taillamps crafted using the same cutless technique and embellished with refined Genesis badging.

The side profile exemplifies the brand’s dynamic yet elegant aesthetic. The GV90’s overall length of 5,285 millimeters, sculpted fenders, and striking 24-inch wheels underscore its stature befitting a luxury flagship SUV.

A murmur of excitement spread through the crowd as the Neolun Arch Gate of the GV90 Neolun First Edition swung open, revealing a spacious interior without a B-pillar. The coach door mechanism was engineered with the same elegance: newly developed dual-motion hinges extend the rear doors outward before smoothly rotating them open. This design delivers a welcoming entry while allowing the front and rear doors to operate completely independently without interference.

The primary focus when styling the interior of the GV90 was not just about incorporating premium features, but to craft a luxury lounge that engages the five senses. Grounded in the Korean aesthetic philosophy of the "Beauty of White Space," the layout was conceived as an ensemble of finely crafted furniture nestled harmoniously within a room. This guiding vision dictated the placement of each core element, from the seats and center console to the displays and steering wheel. Material selection played an equally critical role: high-tech authentic glass and aluminum are paired with organic, tactile elements such as genuine wood, supple leather, and wool cashmere. Subtle ambient lighting adds depth to the cabin without distracting the driver.

Next, the in-cabin innovations were demonstrated by a presenter. Stepping into the driver’s seat and closing the door signaled the Motion Column Shifter to move from the 12 o’clock to 2 o’clock position, the Crystal Sphere Controller to rotate into place and the tweeter covers on the dashboard to gracefully part indicating readiness to drive. The 23.6-inch center OLED Cinematic Display features an active pop-up mechanism. Pressing a switch on the dashboard raises the screen by 90 mm, expanding the usable viewing area by approximately 1.7 times into a 24.6-inch wide interface.

The exclusive amenities on the GV90 Neolun also received significant attention. Activating the power-swiveling front seats rotates the first row 180 degrees, transforming the cabin into a social space for occupants to interact face-to-face. This creates a true mobile lounge capable of accommodating everything from business discussions with partners to relaxed downtime with family.

The media and VIP guests were then invited to explore the vehicle at their leisure — testing the doors, interacting with displays, and experiencing its advanced features directly. Attendees were particularly interested in the 25-speaker Bang & Olufsen sound system, therapeutic massage seating equipped with 15 air cells and pulsing modules, and the Smart Vision Roof with six independently adjustable roof sections.

A Lifestyle Inspired by the GV90

To provide a tangible illustration of the vehicle's aesthetic palette, Genesis created a dedicated Color, Material, Finish (CMF) zone. The display featured actual material swatches for the GV90’s 16 exterior finishes (including eight new colors), seven new two-tone interior combinations and three bespoke colorway pairings reserved exclusively for the First Edition. Interactive tablets detailed the emotional stories behind each hue. Guests were also able to experience samples of interior garnishes and unique leather grains sourced from genuine natural materials, allowing them to envision their own personalized GV90.

Directly opposite the CMF section stood the Genesis Brand Collection zone. Highlights included lifestyle pieces inspired by the moon jar — such as a porcelain diffuser and a traditional tea set — as well as bespoke Korean folding fans created in collaboration with artist Hyunjoo Kim.

The Genesis Collection also showcased exclusive luggage created to mark the launch of the GV90. The collection also displayed its golfing gear and die-cast scale models designed to enhance customers’ daily lives. The lifestyle collection reflects Genesis' vision of extending its refined design, artisanal materials, and understated aesthetic into life beyond its vehicles.

The Genesis Exclusive Preview centered around the GV90 offered guests a closer look at the craftsmanship, technology and design philosophy that define Genesis’ new flagship EV. Instead of a conventional new vehicle unveiling, Genesis crafted a storytelling-driven experience to give prospective owners a richer, more intimate understanding of the vehicle and the vision behind it.

Blending future-focused innovation with Korean craftsmanship and hospitality, the GV90 represents Genesis’ most ambitious expression of luxury to date. The Genesis Exclusive Preview offered guests an early glimpse of that future.

FRANKFURT, Germany, Sept. 1, 2026 — Genesis Motor Europe announced that the high-performance Genesis GV60 Magma has been shortlisted for the Golden Steering Wheel 2026 (Goldenes Lenkrad), one of Europe's most respected automotive awards. This adds to a growing list of recognition for Genesis among customers, fans, media and industry experts across the region.

"Being shortlisted for such a prestigious award, where the journey begins with the votes of readers, is a strong sign of the growing connection Genesis is building with European customers," said Peter Kronschnabl, managing director of Genesis Motor Europe. "In less than five years, we have evolved from a newcomer into an increasingly recognized premium brand, driven by the quality of our products, distinctive design, and an exceptional customer experience."

Since entering the European market in 2021, Genesis has established itself as a distinctive premium automotive brand, earning recognition for its design, innovation and advanced technology. Today, the brand is present in Germany, the U.K., Switzerland, Italy, France and the Netherlands, with Spain set to follow soon. As Genesis continues to expand its footprint across Europe, it remains committed to delivering products and customer experiences that challenge conventions and redefine expectations in the premium automotive sector.

Among the brand's recent achievements are prestigious international design recognitions, such as Red Dot and iF Design awards. All Genesis models have been awarded maximum 5-star credentials on the Euro NCAP safety tests, contributing to a European product lineup that has consistently achieved the highest levels of safety recognition.

These achievements reflect Genesis' long-term commitment to delivering products tailored to the expectations of European customers, benefiting from the advanced engineering expertise and technological capabilities developed within Hyundai Motor Group R&D centers in Europe and South Korea.

At the heart of Genesis lies the Korean principle of hospitality, "Son-nim", a philosophy that regards every customer as an honored guest. This approach shapes the Genesis experience, across product development, retail and aftersales.

GV60 Magma: The New Challenger

As the first production model from the Magma program, the GV60 Magma represents a bold new chapter for Genesis. Combining the brand's distinctive "Athletic Elegance" design philosophy with enhanced driving dynamics and performance-focused engineering, the model expands Genesis' reach into one of the most competitive and emotionally engaging segments of the premium automotive market.

The GV60 Magma reflects Genesis' ambition to deliver vehicles that inspire not only through innovation, quality and comfort, but also through genuine driving excitement and emotional appeal. European customer deliveries will commence later this year.

List of Awards

SEOUL, Aug. 26, 2026 — Genesis announced today that it is the lead supporter of “Do Ho Suh,” a new major exhibition at the National Museum of Modern and Contemporary Art, Korea (MMCA) in Seoul, running from Aug. 27 to Feb. 9, 2027.

This expansive exhibition presented by the National Museum of Modern and Contemporary Art, Korea (MMCA) offers a comprehensive look at the 30-year practice of globally acclaimed artist Do Ho Suh. Featuring approximately 500 artworks, including drawings, sculptures, videos and installations, the exhibition closely examines Suh’s artistic perspective evolved across time and space.


Bringing together works ranging from previously unseen early pieces to ongoing recent projects, the exhibition delves deeply into the artist’s enduring investigations: the concepts of home and migration, the interplay of memory and identity, and the relationship between the individual and the collective.

Notable works include his iconic “Rubbing/Loving” series, in which the artist traced the memory of places he once inhabited by covering them with traditional Korean paper, “hanji,” and rubbing their surfaces with graphite and colored pencil. The exhibition also features the “Bridge Project” — which scales the concept of building a bridge that connects three homes Suh has lived, blurring the spatial, temporal, psychological, and cultural boundaries between Seoul, New York, and London — alongside early works like “Who Am We?” (2000) and “Floor” (1997–2000), which explore the relationship between the individual and collective society.

Several newly created or repurposed works supported by Genesis for “The Genesis Exhibition: Do Ho Suh: Walk the House” at Tate Modern, London last year, will be presented to audiences in Korea for the first time. Among them are “Nest/s” (2024) and “Perfect Home: London, Horsham, New York, Berlin, Providence, Seoul” (2024). These life-sized installations recreate the artist's past and present residences using layers of translucent fabric. Visitors are invited to walk through these immersive structures, reflecting on the relationship between migration and settlement, place and memory.

Marking the most extensive presentation of Suh’s work to date, the exhibition features unseen early works as well as newly unveiled projects. A large structure titled “Seed Bank” houses the artist’s foundational works, including childhood drawings and his university projects. Elsewhere in the exhibition, the newly unveiled “Memory of Love” (2026) poignantly explores the deep connections between the body, clothing and the home, extending the artist's personal memories to the lived experiences of the audience.

From Dec. 18, the artist's renowned large-scale installation, “Apartment A, Unit 2, Corridor and Staircase, 348 West 22nd Street, New York, NY 10011, USA” (2012), will be added to complete the expansive exhibition. Presented within the soaring open space of MMCA Seoul Box, the installation offers visitors a rare opportunity to fully experience the breathtaking architectural scale of the piece.


“We are honored to support the ‘Do Ho Suh’ exhibition, which invites nuanced reflection on the fundamentals of human existence through the interwoven relationships between memory and space, and the individual and collective," said DooEun Choi, Art Director of Hyundai Motor. "We hope the exhibition offers the audience an artistic experience that opens new perspectives on the self and the world, while illuminating values that transcend time and space."


Reflecting its commitment to cultivating authentic experiences, Genesis will continue expanding its collaborations with leading art institutions and visionaries to inspire profound cultural dialogue with broader audiences, building on initiatives such as The Genesis Facade Commission at The Metropolitan Museum of Art and The Genesis Talks at the Los Angeles County Museum of Art (LACMA).

SEOUL, Aug. 7, 2026 — Genesis has been honored with two prestigious awards at the 2026 Red Dot Design Award for Genesis Cheongju, its innovative flagship showroom that seamlessly blends regional heritage with contemporary luxury design. The luxury marque secured two accolades in the Brands & Communication Design discipline, including the prestigious “Best of the Best” award — a distinction reserved for exceptional design breakthroughs — in the Retail Design category and a win in the Spatial Communication category.

The recognition demonstrates Genesis' global design competitiveness and its unwavering commitment to delivering a differentiated brand experience that connects its design philosophy with the guest experience.

Opened in April 2025, Genesis Cheongju is the brand's fifth dedicated showroom in Korea — following locations in Hanam, Gangnam, Suji and Anseong — and serves as its first presence in the Chungcheong region. The space was completed in collaboration with ONE O ONE Architects, the esteemed architectural firm behind key brand spaces such as Genesis Lounge and Hyundai Motorstudio Busan.

Layering Heritage and Innovation

The overall design concept of Genesis Cheongju is “Layers Woven with Empathy”. The concept draws on the Korean notion of layering, symbolizing the accumulation of shared experiences and relationships with guests, while also evoking the idea of igniting a new cultural chapter. Cheongju's rich regional heritage, represented by craft cultures such as “Jikji”[1] and “hanji,”[2] is delicately woven throughout the spatial design to connect with Genesis' own design philosophy of craftsmanship.

Through a modern reinterpretation of traditional Korean architectural concepts, the showroom expresses a sense of understated authenticity. The first-floor canopy is a modern take on “cheoma,”[3] while the upper structure draws inspiration from Gyeonghoeru, the royal pavilion at Gyeongbokgung Palace in Seoul. Inside, the third and fourth-floor Brand Cubes capture the essence of “jeongja,”[4] and the sensory feel of hanji.

Beyond Retail: A Community-Centered Experience

Genesis Cheongju transcends conventional showroom design by cultivating a vibrant cultural community. The space hosts collaborative exhibitions with local artists, curated test-drive experiences and exclusive community programs for Genesis owners, positioning the venue as a gathering space for shared experiences and cultural exchange.

Created in 1955, the Red Dot Award is considered one of the top three design distinctions in the world. Each year, it announces winners in three distinct disciplines: Product Design, Brands & Communication Design, and Design Concept, rigorously evaluating entries for design excellence and innovation. 

[1] The oldest surviving book printed using the world’s first-known movable metal type
[2] Traditional Korean paper handmade from the inner bark of the mulberry tree
[3] Traditional Korean roof eaves
[4] Traditional Korean pavilions

LOS ANGELES and NEW YORK, July 29, 2026 — Academy Award®-nominated writer and director Maggie Gyllenhaal and Genesis unveiled the First Look images for their new film “Flesh Impact” created in honor of Marilyn Monroe’s centennial. The film stars Oscar® winner Ellen Burstyn and Dakota Johnson as two versions of Monroe, alongside Emmy® nominees Peter Sarsgaard and Sepideh Moafi (The Pitt), and will have its World Premiere at the 2026 Venice International Film Festival, where Burstyn will receive the Golden Lion for Lifetime Achievement. The film is produced by William Green for The Cut, Michelle Ross for Superprime, Nicolette Spencer and Melissa Moore for INNOCEAN, and is presented by Genesis. Maddi Carlton, Brandon Boerner, Rebecca Skinner, David Webb and Courtney Kivowitz serve as executive producers.

A love letter to one of cinema’s most enduring icons, the film honors Marilyn Monroe’s singular power to challenge convention and captivate the world across generations. Dakota Johnson portrays Monroe at the height of her fame, while Ellen Burstyn stars as a version of Marilyn the world never had a chance to see. The film takes its title from a phrase used to describe Marilyn Monroe's aura — that she looked so real and luminous on camera that viewers felt they could touch her through the screen. The film was created with the blessings of the Marilyn Monroe estate holders, Authentic Brands Group, and presents Marilyn as audiences know her best: defying boundaries.

“I’ve always been fascinated by Marilyn Monroe. So, when Genesis first came to me with the idea of a celebratory project for her centennial, I knew I wanted to work together on bringing this story to life,” says Gyllenhaal. “With ‘Flesh Impact,’ we showcase the timeless icon we know and love through a modern lens that reclaims her story.”

“At Genesis, we believe the arts have a unique ability to inspire reflection, spark meaningful conversation, and connect people through stories that endure across generations,” said Amy Marentic, chief marketing officer of Genesis Motor America. “Our support of this film honoring Marilyn Monroe reflects our commitment to celebrating cultural icons whose influence extends far beyond their time. With Maggie’s strong vision as writer and director and our valued creative and producing partners at INNOCEAN, Superprime and The Cut, ‘Flesh Impact’ offers an opportunity to reconsider Marilyn’s narrative the way she would have wanted: in control and charting her own course.”

Gyllenhaal brought a remarkable group of artisans to the film including Academy Award®-nominated Production Designer Karen Murphy (Elvis), Emmy®-nominated Casting Director Mary Vernieu (The Last of Us, Euphoria), BAFTA Award®-nominated Costume Designer Jennifer Johnson (I, Tonya, Bugonia), Editor Affonso Gonçalves (Hamnet), and Director of Photography Lawrence Sher (The Bride).

SEOUL, July 27, 2026 — Hyundai Motor Company announced today that it will provide official protocol vehicles to heads of state and delegations attending the First Korea-Central Asia Summit 2026, scheduled for September 16, 2026.

The company signed a Memorandum of Understanding (MOU) for the vehicle cooperation with the Preparatory Office for the Korea-Central Asia Summit at the Seo-hee Hall of the Ministry of Foreign Affairs in Seoul.

The ceremony was attended by Deputy Foreign Minister for Political Affairs Chung Eui-hae and Dong Jo Kim, Senior Vice President and Head of Global Policy Office at Hyundai Motor Group, along with key government and company officials.

“We are honored to provide official protocol vehicles for the First Korea-Central Asia Summit 2026, which marks the first-ever multilateral leaders' summit of this kind to be hosted in Korea. Based on our extensive experience in supporting major international events both domestically and abroad, we are committed to actively ensuring that this summit proceeds successfully.” – Dong Jo Kim, Senior Vice President and Head of Global Policy Office at Hyundai Motor Group

The First Korea-Central Asia Summit 2026, taking place in Seoul this year, represents the only multilateral leaders' summit to be held in Korea in 2026. The gathering will convene heads of state and senior ministerial officials from Korea and five Central Asian nations — Kazakhstan, Kyrgyzstan, Tajikistan, Turkmenistan and Uzbekistan — to discuss cooperation across economic, diplomatic and trade sectors.

Hyundai Motor will provide a total of 33 Genesis G90 and G80 sedans for the duration of the Summit to transport Central Asian leaders, ministers and senior dignitaries.

The company will support the successful execution of this key diplomatic event with the Genesis luxury brand while showcasing the sophistication and quality recognized globally by markets.

What Major International Events Has Hyundai Motor Supported?

Hyundai Motor has consistently supported major international events with operational vehicles. The company's portfolio includes:

• APEC 2025 KOREA in Gyeongju, Korea

• 2025 G20 Leaders’ Summit in Johannesburg, South Africa

• 2026 ASEAN Summit in the Philippines in November 2026 (Upcoming)

This extensive experience in managing vehicle logistics for world-class diplomatic events positions Hyundai Motor as a trusted partner for ensuring seamless operations.

LONDON, July 20, 2026 — Genesis Motor UK has officially opened its first dedicated dealership in the U.K. marking a key chapter in the implementation of its retail network and the brand’s regional expansion. The new dealership, operated in partnership with leading automotive retailer Arnold Clark, represents a major step forward in bringing the Genesis experience to a wider customer base.

The opening further strengthens Genesis’ commitment to building an experienced and reputable sales and service network across Europe. The new dealership complements the existing network of Genesis Studios within the U.K. — including Edinburgh — and the carefully curated brand space offers customers a firsthand, immersive experience of the latest Genesis model range including the brands latest high-performance icon, GV60 Magma.

Located at Alexandra Parade, Glasgow, the new Genesis retailer offers a high-end brand experience within an established automotive setting. The facility spans over 238 square meters and showcases the full Genesis lineup, set within an expansive glass-fronted facility that fully depicts the essence of Genesis brand.

The space has been thoughtfully designed to prioritize customer comfort and personalization and features a dedicated customer lounge area that reflects Genesis’ commitment to hospitality, “Son-nim”. The attention to detail and material choice sits in perfect harmony with the Genesis lineup on show, where craftmanship and pioneering technologies can be explored.

As a highly respected automotive retail group, Arnold Clark is recognized for offering a customer-centric approach that aligns with Genesis. Their track record has been proven through multiple domestic and European awards recognitions, and combines a strong existing partnership with Hyundai, making Arnold Clark a natural choice for Genesis’ first dealership in the UK.

Ben Sargeant, Director of Genesis and Customer Strategy at Genesis Motor UK, said: “We are proud to open our first dealership in the U.K. and this milestone marks a concrete step in the rollout of our dealer business model. It lays the foundation of a robust network in the region, providing enhanced brand visibility and customer touchpoints with Genesis brand and our exemplary range”.

Russell Borrie, Chief Executive Officer at Arnold Clark, said: "We're delighted to open Scotland's Genesis Glasgow showroom and bring this exciting luxury brand to customers across the country.

“The new showroom has been designed to reflect Genesis' premium customer experience, giving visitors the opportunity to explore the range in a relaxed and welcoming environment while receiving expert guidance from our dedicated Genesis team. We look forward to introducing even more customers to everything Genesis has to offer.”

By combining a premium retail environment with trusted local expertise, Genesis continues to redefine the premium automotive experience and elevate its expanding brand presence across the U.K., with more retailers set to open shortly.

DUBAI, United Arab Emirates, July 18, 2026 — Genesis Middle East & Africa today announced the signing of a strategic partnership agreement with Alpha Hyundai Motor, establishing the company as the official Genesis distributor in Tunisia and paving the way for the brand’s market launch in Tunisia in Q3 2026. The agreement marks a significant milestone in Genesis' continued expansion across the Middle East and Africa region and lays the foundation for introducing Genesis' distinctive vision of modern luxury, design excellence and customer-centric experiences to Tunisian customers.

The introduction of Genesis to Tunisia represents an significant step in the marque's regional growth strategy. Inspired by the brand's Korean philosophy of “Son-nim,” meaning honored guest, Genesis combines design, innovation and hospitality to deliver a distinctive approach to modern luxury.

Through Alpha Hyundai Motor, Genesis will open a dedicated showroom in Tunis and introduce an initial lineup comprising the Electrified G80, Electrified GV70, GV80 and GV80 Coupe. Reflecting Genesis' customer-first philosophy, the showroom will provide an elevated ownership experience through personalized consultations, immersive brand experiences and premium customer care. Additional electrified models are expected to follow as part of the brand's phased market introduction.

Commenting on Genesis' entry into Tunisia and the partnership with Alpha Hyundai Motor, Omar Al Zubaidi, CEO of Genesis Middle East & Africa, said: "Tunisia represents an important market for Genesis and a natural step in our continued growth across the MEA region. Through our partnership with Alpha Hyundai Motor, we look forward to introducing Tunisian customers to Genesis' distinctive vision of modern luxury and delivering the exceptional products, services and ownership experiences that define our brand."

Mehdi Mahjoub, CEO of Alpha Hyundai Motor, said: "Today marks a significant milestone for Alpha Hyundai Motor in Tunisia. We are proud to introduce Genesis vehicles that redefine modern luxury through a unique blend of innovative technology, refined craftsmanship and exceptional customer experiences. With the opening of our dedicated Genesis showroom, we look forward to welcoming Tunisian customers into the Genesis universe and setting new benchmarks in the premium automotive segment."

Delivering a Customer-Centric Experience

Through Alpha Hyundai Motor, Genesis will offer customers a premium ownership journey supported by personalized consultations, dedicated aftersales care and immersive brand experiences. Future initiatives will include curated customer events and additional touchpoints designed to strengthen the brand’s connection with customers in Tunisia.

The partnership between Genesis and Alpha Hyundai Motor lays the foundation for a long-term presence in Tunisia and reflects both organizations’ confidence in the country's evolving luxury automotive landscape. Together, they aim to build strong customer relationships, establish trust in the market and create a unique ownership experience that supports sustainable growth for years to come.

As Genesis continues to expand its footprint across the region, the brand remains focused on delivering exceptional products, elevated experiences and meaningful customer relationships. The introduction of Genesis to Tunisia represents the beginning of an exciting journey that will further strengthen the brand's position as a modern luxury automotive leader across the MEA region.

FRANKFURT, Germany, July 16, 2026 —Genesis’ first all-electric high-performance car, GV60 Magma, has joined the enhanced Genesis G70 sporty saloon, expanding the brand’s successful Nordschleife Track Taxi program.

The public will be able to experience the thrilling performance of the new Genesis GV60 Magma before it officially arrives on the road in Europe later this year.

Launched in 2024, the Track Taxi program offers passenger rides around one of the world’s most famous and technically demanding racetracks. Germany’s Nürburgring is 20.832 kilometers long, with 73 complex corners and a constantly changing road surface.

Peter Kronschnabl, Managing Director of Genesis Motor Europe, said, “The launch of Track Taxi Nordschleife in 2024 was an important milestone in our brand journey. Introducing GV60 Magma to the program is the next chapter in our growth strategy as we continue to invest across Europe. Now, fans and customers can experience the emotion and precision of Genesis’ exceptional all-electric performance on one of the world’s most demanding racetracks.”

Since the program’s inception, nearly 3,000 Genesis guests have been driven around the Nürburgring in one of two modified G70 cars; the saloon was chosen as the first Track Taxi for its dynamic drivability and performance personality. With a professional Genesis driver at the wheel, passengers experienced the sporty saloon’s 272-kilowatt, 510-newton-meter 3.3-liter twin-turbo V6 and thrilling 5.4-second 0–100 kilometer-per-hour acceleration.

In total, the two G70 cars — which will continue to be used alongside GV60 Magma — have completed 1,300 laps of the racetrack, equivalent to 27,081.6 kilometers, using more than 180 sets of tires. The duo, chosen for the program due to their dynamic drivability and performance personality combined with excellent track composure and passenger comfort, are a compelling demonstration of robust engineering, outstanding build quality and long-term reliability.

Now, guests can also enjoy a new all-electric Track Taxi Nordschleife experience in the GV60 Magma. Featuring two enhanced electric motors – one per axle – that each spin to over 20,000 rotations per minute, and an all-wheel drive configuration, the performance SUV has a powerful output of 478 kilowatts and 790 newton-meters. 

With Boost Mode activated, the GV60 Magma can accelerate from 0-100 kilometers per hour in just 3.4 seconds, reaching 200 kilometers per hour in only 10.9 seconds. Top speed is achieved at 265 kilometers per hour. 

To manage this impressive performance, the GV60 Magma is equipped with Michelin Pilot Sport S 5 tires and a unique braking system that is equal to the demands of its high-output powertrain. It combines performance-optimized regenerative braking control with large 400-millimeter disc brakes, monoblock calipers and an Anti-lock Brake System to produce enough stopping power to bring the car to a halt from 100 kilometers per hour in just 33.8 meters. 

Key to the GV60 Magma’s dynamic character is a state-of-the-art torque vectoring system, which has been designed to ensure the car’s movements remain predictable and intuitively controllable, even under the extreme driving conditions of the Nordschleife.

Additionally, an electronic Limited-Slip Differential will work alongside the torque vectoring system to actively distribute torque between the front and rear motors to reduce understeer and oversteer, important when tackling the Green Hell.

To add to the experience, the GV60 Magma has a specifically developed electric Active Sound Design system that delivers a lifelike and authentic engine tone. Front-seat passengers will also experience Genesis’ new 10-way bucket seat, unique to GV60 Magma, which has been designed for improved support and comfort during high-performance driving.

Online bookings for the Genesis Track Taxi Nordschleife with GV60 Magma are now open at tracktaxi-nordschleife.genesis.com. Register your interest in the GV60 Magma here.

SEOUL, July 14, 2026— Genesis has taken home two wins for its X Skorpio Concept and Magma GT Concept in the Cars and Motorcycles category in the Design Concept discipline at the 2026 Red Dot Awards. The double recognition once again proves the innovative luxury marque’s world-class design competitiveness against globally established legacy luxury brands.

This marks Genesis’ third Red Dot Award this year, after securing an earlier win in the same category with its first luxury high performance vehicle, the GV60 Magma.

Genesis X Skorpio Concept: Fearless Exploration Meets Extreme Off-Roading

Revealed globally earlier this year in the Rub’ al Khali “Empty Quarter” desert in the UAE, the X Skorpio Concept is Genesis' first extreme off-road vehicle. Inspired by the poised stance of a black scorpion, the concept is purpose-built to conquer demanding terrains without sacrificing the brand's luxurious identity.

The vehicle pushes the boundaries of off-road capability, featuring an integrated tubular frame with a full roll cage, and a body constructed from a lightweight, durable mix of fiberglass, carbon-fiber, and Kevlar. It is powered by a high-performance V8 engine delivering 1,115 PS (1,100 horsepower) and 117.6 kilogram-force meters (850 pound-feet of torque), grounded by 40-inch custom off-road tires on 18-inch beadlock wheels. The exterior pairs defensive, armor-like panels inspired by its namesake with Genesis’ signature Two-Line design, while the cabin redefines off-road luxury with ergonomic performance seating and a unique sliding cockpit display that adapts to both solo and co-pilot off-road navigation.

Genesis Magma GT Concept: A New Era of Luxury High Performance

Unveiled in its evolved form at the 2026 24 Hours of Le Mans, the Genesis Magma GT Concept represents the pinnacle of the brand’s high-performance ambitions and a clear vision for its next decade of motorsport-inspired luxury. Conceived as a two-passenger luxury grand tourer, the concept blends athleticism and elegance through a low-slung, race-ready silhouette, wide muscular fenders, and dynamic mid-engine proportions that optimize aerodynamic efficiency.

Acting as a bridge between open-road luxury and closed-track capability, the Magma GT prioritizes a tactile, driver-centric experience over purely digital interfaces. This philosophy comes to life in the twin-cockpit interior, which celebrates analogue drama through an exposed mechanical shift gate, premium materials, and an instrument cluster inspired by motorsport timekeeping. It stands as a true halo model for the brand, perfectly translating Genesis' "Athletic Elegance" design philosophy into its high-performance Magma program.

“We feel a tremendous sense of honor to receive acknowledgment from the 2026 Red Dot Awards for these significant vehicles and innovations,” said SangYup Lee, Executive Vice President and Head of Genesis Global Design. “This recognition serves as a testament to the exceptional dedication exhibited by our team of visionary designers, who poured their unwavering passion and commitment into this project, alongside our collaborative engineers at the R&D center. It highlights the remarkable competitiveness of Genesis’ design identity within the global market.”

As one of the world's most distinguished design competitions, the Red Dot Design Award is acclaimed as a hallmark of design excellence. The Design Concept discipline honors cutting-edge and innovative design concepts and varying stages of product development each year. This year, the bold and forward-looking designs of two distinct Genesis concept cars stood out in the highly competitive Cars and Motorcycles category to take home the win.

PARIS, July 13, 2026 — Hyundai Motor Group continued its support for global arts and culture by officially sponsoring the second Sumi Jo International Singing Competition. The event, aimed at discovering the next generation of opera stars, took place from July 6–11 at the historic Château de La Ferté-Imbault in the Loire Valley, France.

Founded by world-renowned soprano Sumi Jo in 2024, the competition aims to discover and nurture emerging vocal artists aged 18-32. This year’s edition attracted greater global interest in the classical music world, drawing over 500 aspiring singers from 55 countries.

The Group participated as official sponsor for the second edition, continuing its support from the inaugural competition. As 2026 marks the 140th anniversary of Korea-France diplomatic relations, its sponsorship contributed to nurturing artistic talent and promoting classical music culture while advancing cultural exchange between the two nations.

"We hosted this international competition to discover and support artists with a global vision to make the world a better place through music. I am proud and grateful to join hands with Hyundai Motor Group. We hope this collaborative relationship will continue for many years to come," said Sumi Jo, soprano and founder of the Sumi Jo International Singing Competition.

Who Judged the Competition?

The jury for this year’s edition was composed of leading figures from the classical music world, providing a vital link between the next generation of vocalists and the established music community. Esteemed judges included Sumi Jo; Olivier O. Medinger, jury president and owner of Château de La Ferté-Imbault; Jonathan Friend, artistic advisor to the Houston Grand Opera; Paolo Gavazzeni, casting manager for La Scala; Alain Lanceron, honorary chairman of Warner Classics and Erato; Melanie Allmendinger, artistic administrator at the Royal Opera House; and tenor Marcelo Álvarez.

How Did the Group Create Premium Brand Engagement?

To provide a premium brand experience, the Group offered on-site programs that connected Genesis with the global arts and culture community.

• Vehicle Exhibition: The Group established a dedicated exhibition space at Château de La Ferté-Imbault, showcasing Genesis Electrified GV70 and Electrified G80 models. This allowed prominent international arts and culture figures attending galas and related events to experience the Genesis brand firsthand.
  

• VIP Transportation: Genesis G90 served as the official vehicle for judges and key participants, with a dedicated chauffeur service ensuring convenience and seamless logistics throughout the competition.
  

• Customer Engagement: Hyundai Motor France, Kia France and Genesis Motor Europe invited key local customers in France to attend the event, connecting with them through the unique medium of cultural arts.

“It is particularly meaningful to continue our sponsorship of this competition in France during the significant 140th anniversary of Korea-France diplomatic relations. We will continue our sincere commitment to supporting arts and culture, contributing to the expansion of the arts and fostering cultural exchange while strengthening communication with our customers,” said Charles Fuster, Brand director of Genesis France.

How Is Genesis Expanding in Europe?

Genesis recently announced its plan to expand into Austria, Denmark, Portugal and Poland by 2027, bringing its total European footprint to 11 markets. The premium automotive brand aims to have more than 50 locations operational across Europe by 2027.

Present in France since February 2026, Genesis has opened its first two dedicated retail locations in Paris and Lille. The brand also relies on a network of 20 authorized repairers across the country to provide convenient after-sales support. In France, the Genesis electric lineup is available from €519 per month with no initial deposit for the GV60.

In France, every Genesis vehicle benefits from the Genesis Prestige program, which includes a five-year manufacturer's warranty, five years of 24/7 roadside assistance across Europe and five years of scheduled maintenance with unlimited mileage. In the event of vehicle immobilization, Genesis also provides dedicated mobility solutions and personalized customer support to deliver a premium ownership experience.

Genesis also continues to strengthen its motorsport ambitions through Genesis Magma Racing, with European operations based at Circuit Paul Ricard in Le Castellet, southern France. In June, the team reached a major milestone by successfully completing the 24 Hours of Le Mans on its Hypercar debut, making Genesis the first South Korean automotive brand to both start and finish the legendary endurance race.

NORTH BERWICK, Scotland, July 9, 2026 — The 2026 Genesis Scottish Open begins today at The Renaissance Club in North Berwick, Scotland, running until July 12. Now in its fifth year with Genesis, the tournament brings together world-class golfers in a prestigious competition with the brand’s distinctive “Son-nim” philosophy of treating visitors and fans as honored guests. As a key fixture in the PGA TOUR and DP World Tour, Genesis has renewed its title partnership through to 2030, reinforcing its long-term commitment to the sport.

A 156-strong player field will compete at the 2026 Genesis Scottish Open, led by defending champion Chris Gotterup, world number one Scottie Scheffler and 2023 winner Rory McIlroy. This year’s competition sees 15 of the top 20 ranked players in the world taking on the challenging links course. Other leading players include 2024 Genesis Scottish Open hometown winner Robert MacIntyre, Xander Schauffele, Tommy Fleetwood, Ludvig Åberg, Matt Fitzpatrick, Jon Rahm and Wyndham Clark.

Alongside a share of the $9 million prize pool, this year’s tournament champion will also drive away in a Genesis GV60 Magma, the luxury high-performance SUV that marks the debut production vehicle of Genesis’ Magma Program performance lineup.

Sean Lee, Global Head of Genesis, commented:

“This year’s Genesis Scottish Open has been elevated across every aspect of the tournament experience, ensuring that players and fans from around the world can enjoy Genesis’ distinctive hospitality and premium brand experiences. In particular, the reconfiguration of the hole sequence at The Renaissance Club is expected to heighten the drama and unpredictability of the competition through the final moments while delivering a world-class spectator experience.”

Peter Kronschnabl, Managing Director of Genesis Motor Europe, said:

“We are also thrilled to have the regional winners of the Genesis European Golf Cup for customers, prospects and fans of Genesis playing the European Final at The Renaissance Club, and we wish them the very best of luck. As our brand continues its growth journey across Europe, including our planned entry into Austria, Denmark, Poland and Portugal by 2027, we look forward to welcoming even more customers and golf fans. Platforms such as the Genesis Scottish Open play an important role in bringing our brand values to life. The tournament embodies the precision, performance and pursuit of excellence that define both the sport of golf and everything we do at Genesis.”

Elevated Guest Experiences

The 2026 Genesis Scottish Open brings fans closer to the action than ever before through a series of interactive activations designed to complement the tournament’s electric atmosphere.

Returning as one of the event’s signature experiences, the “Thistle” will sit at the heart of the fan experience at the 15th hole as part of the newly rerouted course. This new location will heighten the thrill for spectators and fans alike, with both Genesis’ Hole-in-One competitions now located in the crucial end stages of the course at the 15th and 17th holes.

A hole-in-one on the 17th will see the player awarded an Electrified GV70, with their caddie winning a GV60. On the 15th, the player will win a Genesis GV60 and, if a fan correctly predicts the player who aces it, the fan will win a VIP experience at the Genesis Championship in Korea, including travel and accommodation. Fans watching at home can also take part in the competition by entering online here.

Regional winners of the Genesis European Golf Cup competition from France, Germany, Italy and the U.K. will compete in the European Final during the Am-Am program alongside Genesis customers and guests. This offers an exclusive opportunity to play on the championship course and enjoy a hosted evening at the Genesis Studio in Edinburgh in collaboration with Michelin-starred chef Tom Kitchin.

Extending his collaboration with Genesis, Kitchin will also curate a selection of Korean-inspired culinary highlights for guests invited to the Genesis Lounge hospitality area, showcasing the creativity of the local Michelin-starred chef.

Immersive Fan Zone Highlights

The Fan Zone at the 2026 Genesis Scottish Open has been redefined to deliver a truly memorable experience for attendees of all ages, reflecting Genesis’ commitment to engaging activations:

• Genesis Public Lounge: Located this year on the 15th hole, the Lounge offers a welcoming environment for fans to enjoy the premium amenities on offer. Genesis’ full U.K. model lineup, the 1:2 scale GMR-001 Hypercar and exclusive Genesis golf and Magma merchandise will all be on display. Event attendees can also try their hand at the virtual reality TGL golf simulator.

• Driving Range Gallery: New for 2026, the Driving Range Gallery is open for guests as a dedicated spectator viewing area on the practice tee. Guests can watch the action up close while enjoying Genesis’ premium hospitality, food and beverages. 

• Dedicated Family Zone: A family-friendly space with a prime view of the 15th hole, the family zone brings young fans closer to the excitement of live tournament action. This initiative reflects Genesis’ commitment to making golf more inclusive and accessible, fostering a passion for the sport among the next generation of players and fans.

• Postcards from the Green: A unique way for fans to connect with the tournament, guests are invited to write personalized postcards to players, caddies or loved ones. 

At this year’s Genesis Scottish Open, the brand is further enhancing the tournament environment in several ways. It is offering its distinctive Korean hospitality in the Players and Caddies café. It is also offering interesting fan experiences including the new Pro-Am “Family Day” and the Genesis Box Buggy Concept, a high-tech short-distance hospitality and leisure mobility concept that will be present throughout the weekend.

Genesis’ Continued Commitment to Golf

Furthermore, Genesis supports golf at every level — from world-class professional competitions such as The Genesis Invitational and Presidents Cup to grassroots and club golf initiatives, including the Deutsche Golf Liga and the Genesis European Golf Cup. The commitment in the European region continues with the Deutsche Golf Liga Final Four on Aug. 1 at Golfclub München-Riedhof near Munich, Germany, and the return of the Genesis European Golf Cup next spring, bringing together participants from multiple European markets.

The brand’s signature Son-nim approach honors the sport, players and fans across all tournaments and reinforces its role in shaping the future of golf through innovation, hospitality and global partnership.

FOUNTAIN VALLEY, Calif., July 1, 2026 — Genesis has achieved a No. 2 overall finish in the JD Power 2026 U.S. Initial Quality Study℠, climbing seven positions from ninth place in 2025. This significant improvement reflects continued progress across the Genesis lineup and a strong showing in key vehicle segments.

Genesis delivered exceptional results across multiple categories, including top three finishes for the G70 compact premium car, G80 upper midsize premium car and GV80 upper midsize premium SUV. These recognitions underscore the brand’s ongoing focus on craftsmanship, engineering and owner satisfaction in the first 90 days of ownership.

“Genesis continues to push forward with a strong commitment to excellence in every aspect of the vehicle ownership experience,” said Tedros Mengiste, chief operating officer of Genesis Motor North America. “As we continue to expand our product offering, we are pleased to see SUVs and sedans across our lineup receiving top accolades in industry tests. This JD Power rankings further highlights our relentless pursuit for excellence in quality and reinforces the trust our customers place in the Genesis brand.”

Driving the brand’s rise were substantial improvements from the G80 sedan. The model saw meaningful reductions in reported customer issues, with gains concentrated in infotainment systems, features and controls, and overall usability.

Finishing second in its segment, GV80 posted strong, broad-based gains across multiple quality attributes including infotainment, features/controls and exterior and ranked among the top performers in the Upper Midsize Premium SUV segment, continuing to demonstrate the model’s strength.

“Earning the No. 2 overall ranking in the JD Power Initial Quality Study is a meaningful milestone for Genesis and reflects the entire organization’s dedication to delivering vehicles of the highest standards,” said Barry Ratzlaff, chief customer officer, Genesis Motor North America. “The continued momentum on GV70, GV80 and our sedan lineup highlight our ability to listen to customers, act quickly and continuously refine the experience. These rankings are a testament to the collaboration across our organization and our commitment to setting new standards for quality.”

Study Highlights:

• Overall industry initial quality improved significantly year over year, with fewer problems reported across nine of 10 categories evaluated. 

• Initial quality is measured by problems per 100 vehicles (PP100) during the first 90 days of ownership; a lower score indicates higher quality. 

• JD Power’s 2026 study is based on responses from 78,514 purchasers and lessees of new 2026 model-year vehicles. 

• Infotainment is the only category showing increased challenges, driven primarily by smartphone connectivity issues such as Android Auto and Apple CarPlay integration. 
   

LE MANS, France, June 12, 2026 — Genesis Motor Europe today announced its expansion plans into four additional European markets: Austria, Denmark, Portugal and Poland — marking a significant step forward in the brand’s long-term European growth strategy. 

Following the brand’s initial launch in Germany, Switzerland and the United Kingdom in 2021, Genesis has expanded into France, Italy and the Netherlands so far in 2026, with Spain set to follow in Q4. As the brand continues to grow and evolve in Europe, Genesis confirmed its plans to expand into five key European markets by 2027, strengthening its footprint in Northern, Eastern and Southern Europe and building its presence in Western Europe and the Iberian Peninsula. 

The announcement made at the Circuit de la Sarthe during the 24 Hours of Le Mans race weekend increases Genesis’ European presence to 11 markets and comes after significant growth on the continent in the first half of 2026. So far this year, the brand has opened two dedicated European dealerships in the Netherlands and Italy, with new locations to follow in Q3. By 2027 the brand also plans to have more than 50 sales locations operational across Europe. 

Peter Kronschnabl, Managing Director of Genesis Motor Europe, said, “Genesis’ expansion into Austria, Denmark, Poland and Portugal confirms our commitment to Europe and our ambition to redefine the premium automotive segment. We are excited to bring the Genesis line-up to more customers across Europe, supported by strong and committed retail partners. Each new market represents a unique opportunity to connect with customers who value our distinctive Korean vibrancy, ‘Son-Nim’ hospitality ethos and distinctive design.” 

Another Step Forward for the Genesis Brand 

The legendary 24 Hours of Le Mans race provided the backdrop for Genesis’ expansion announcement. The brand also used the opportunity to unveil its new Magma GT3 Concept, reflecting a performance-led approach shaped by motorsport requirements. 

The weekend also marks the official debut of Genesis Magma Racing at the iconic track. As the first Korean team to compete in the World Endurance Championship, the team has already achieved a two-car finish at the 6 Hours of Imola and scored points at the 6 Hours of Spa-Francorchamps this season. 

NEW YORK, June 2, 2026 — Timed to Marilyn Monroe’s centennial, Genesis unveils “Manifesting Marilyn: The Making of an Icon,” an immersive exhibition at its flagship brand space, Genesis House, that reveals a side of one of the world’s most recognizable figures rarely discussed: her intelligence, ambition and intentional self-authorship.

The world knows Marilyn Monroe as an image, glamorous, timeless, mythic. This exhibition uncovers what the headlines often missed. Monroe dared to dream beyond circumstance, studied the world around her, built power within a restrictive system and made her future visible before anyone else could fully see it. She understood that her image was a tool, not her totality, and engineered her own transformation from Norma Jeane into an enduring icon.

“Manifesting Marilyn speaks to the courage required to imagine beyond expectation,” says Tedros Mengiste, Chief Operating Officer of Genesis Motor North America. “Marilyn’s story reminds us that icons are shaped through vision, discipline, resilience and the willingness to begin again. At Genesis, and through this latest installation at Genesis House, that ethos of becoming informs how we think about design, culture and hospitality, and how we create experiences that look forward with intention.”

While visitors move through reimagined headlines, an intimate office, a dedicated library, a vanity that reframes glamour as craft, a cinematic experience and a reflective new beginnings space, they encounter not a myth, but a woman who dreamed with intention and built a future beyond expectation. From Norma Jeane to Marilyn and beyond, the Cellar Stage brings self-creation to life as an immersive experience of light, reflection and legacy.

As “Manifesting Marilyn: The Making of an Icon” invites visitors to reconsider Marilyn Monroe through the lens of intention, intellect and self-authorship, the exhibition’s opening night will be attended by Chloë Sevigny, whose career has been defined by a similarly thoughtful and unconventional approach to storytelling. Known for her discerning eye and enduring influence across film, fashion and culture, Sevigny brings a modern sensibility that aligns naturally with the exhibition’s reframing of Marilyn as someone who shaped her own narrative.

“Marilyn has always represented far more than the image people project onto her,” said Chloë Sevigny. “What I find so compelling about Manifesting Marilyn is how it honors her ambition and the agency she claimed in shaping her own story. It feels incredibly resonant today, and Genesis House creates a space that invites you to look closer and reflect on how icons and individuals are truly made.”

The Exhibition

The exhibition unfolds across six distinct spaces, each revealing a different dimension of Marilyn’s mind and method:

• “The Headline Room – The Rewrite:” This space challenges reductive narratives by reimagining headlines about Marilyn and restoring her as the author of her own story rather than a subject of public myth.
• “Marilyn’s Office – Mind of the Strategist:” Set within her working environment, this gallery presents Marilyn as a driven businesswoman through original documents, personal materials and artifacts that highlight her role as a strategic decision-maker.
• “The Library:” Featuring books from her personal collection, this space reveals Marilyn’s intellectual curiosity and engagement with literature, psychology and philosophy.
• “The Vanity:” This environment reframes glamour as an intentional practice, using personal objects and wardrobe to show how Marilyn constructed and controlled her public image.
• “The Screen Experience – The Transformation:” Through immersive visuals and her own voice, this cinematic installation traces her evolution from Norma Jeane to global icon, emphasizing the discipline and determination behind her transformation.
• “The New Beginnings Hall:” The final space invites visitors to reflect on their own next chapter and consider the legacy they will create. 
   

Developed in partnership with Authentic Brands Group (Authentic), owner and steward of the Marilyn Monroe estate, the exhibition reflects a shared commitment to preserving and celebrating the legacy of one of the most important figures in arts and culture on what would have been her 100th birthday.

“Seeing the world of Marilyn Monroe come to life through the vision of Genesis House provides a unique way for fans and new audiences alike to see her through a new and modern lens without being disruptive to her legacy,” said Dana Carpenter, executive vice president, Entertainment at Authentic. “This space reflects who she was beyond the image and allows each visitor to see her as a unique multifaceted individual who continues to make a generational impact.”

As Genesis House celebrates Marilyn Monroe’s 100th birthday through “Manifesting Marilyn: The Making of an Icon,” New York City will also honor her enduring legacy with a special lighting of the Empire State Building. To mark the occasion, Genesis House will livestream the iconic illumination on its showroom LED screen. Together, the exhibition and lighting underscore Marilyn’s lasting impact on culture, creativity and popular imagination, and reflect the continued resonance of her story.

Genesis takes inspiration from Marilyn’s ability to transcend expectations. Her story mirrors the brand’s conviction that icons are not defined by legacy alone. They are shaped through intention, design and the courage to make something new manifest. Her centennial becomes an invitation for every guest to move beyond the narratives written about them and step into the future they will write for themselves.

Visitor Information

“Manifesting Marilyn: The Making of an Icon” is now open to the public through Aug. 2, inviting visitors to experience an immersive exploration of Marilyn Monroe’s life, intellect and self-authorship. The experience continues upstairs with a curated replica of Marilyn’s personal library, offering a tribute to curiosity, learning and the quiet work of becoming. Guests can also enjoy specialty food and beverage offerings at the Genesis House Restaurant throughout the installation.

SEOUL, May 20, 2026 — The Genesis GV60 Magma has received distinction for Product Design at the 2026 Red Dot Award in the “Cars and Motorcycles” category. The coveted accolade recognizes the model’s exceptional and innovative design.

“Magma is always the superhero of Genesis; a bionic cocktail between the values of the original model, the donor vehicle and this extra facet,” said Luc Donckerwolke, Chief Creative Officer of Genesis.

The GV60 Magma is the first production model to emerge from Genesis’ luxury high performance Magma program, officially marking the brand’s entry into the high-performance market. The program — named after the unseen energy of molten rock beneath the earth’s surface — aims to create a high-performance version of each vehicle in the Genesis lineup. Embodying the brand’s “Athletic Elegance” philosophy, the GV60 Magma is engineered to provide a sophisticated yet thrilling combination of luxury and high performance and create a deeper emotional connection between the driver and the car.

High-Performance Exterior Design

The exterior design of the GV60 Magma emphasizes the presence of “subtle, untapped power” steering away from overtly ostentatious or aggressive styling. The vehicle features a wider and lower body, which drops the center of gravity to create a planted, confident stance and improve driving stability. Its design incorporates several features to manage airflow and increase downforce for high-speed stability, including a bold front bumper with a widened air intake for improved cooling, canards to reduce lift and a distinctive winglet-type rear spoiler. The GV60 Magma is also equipped with 21-inch forged wheels, designed to be lightweight and help cool the brakes, that are fitted with 275/35R21 tires.

Driver-Focused Interior

The interior blends luxurious and sporty elements, creating an environment that is both comfortable and focused on the driving experience. The racing-inspired cabin features exclusive 10-way power bucket seats upholstered in a premium suede-like material, providing both comfort and firm support during spirited driving. The interior is finished with double-diamond accent stitching — available in Magma Orange or Ash White — along with a steering wheel featuring a dedicated “Magma” button and metal pedals, reinforcing its sporty character.

Switches, bezels and door handles are all finished in black to add a cohesive sophistication, while a 27-inch integrated OLED display serves as both the instrument cluster and navigation screen. When “Magma Mode” is activated, the cluster changes to a three-circle layout to display the most essential driving data.

The GV60 Magma accelerates from 0 to 100 kilometers per hour in just 3.4 seconds and from 0 to 200 kilometers per hour in just 10.9 seconds — offering the most powerful performance within the Genesis lineup.

The Red Dot Design Award has been a globally recognized authority on design quality for over six decades. As one of the most prestigious competitions in the world, it honors the best work each year in three categories: Product Design, Brands & Communication Design and Design Concept.

Genesis’ repeated success in these awards is a testament to its profound commitment to design excellence. Each honor reinforces the marque’s status as a luxury automotive brand that not only pioneers unique innovations but is also devoted to creating a truly comprehensive and satisfying customer experience.

FOUNTAIN VALLEY, Calif., May 6, 2026 — CarGurus has honored the Genesis G70 its Best Smart Luxury Awards as part of its inaugural Confidence Awards, recognizing the sport sedan for delivering a combination of advanced technology, safety features and performance for everyday drivers.

“At Genesis, we’re committed to providing vehicles with intuitive features that enhance usability and elevate the driving experience,” said Tedros Mengiste, Chief Operating Officer of Genesis Motor North America. “G70 continues to resonate with enthusiasts and everyday drivers alike, delivering a refined yet engaging experience.” 

G70 is equipped with advanced technology and convenience features focused on everyday usability. Standard features include standard premium navigation with a 10.25-inch HD screen, USB‑C charging ports, touch‑type climate controls, and a frameless rearview mirror. Available Genesis Digital Key 2 with Near Field Communication (NFC) compatibility allows drivers to unlock, start and share access to the vehicle using Apple Wallet or Samsung Pass, while automatically loading saved driver preferences. 

G70 comes standard with a 2.5-liter turbocharged engine producing 300 horsepower paired with Brembo brakes. It also comes in a 3.3-liter twin turbocharged V6 gasoline engine. This powertrain also propels the G70 Prestige Graphite, balancing performance and advanced technology. Five selectable drive modes adjust steering, throttle response, suspension behavior and fuel efficiency. 

Exterior design elements reflect Genesis “Athletic Elegance” design philosophy, including the new Genesis emblem engraved with a Guilloche pattern, new exterior color options — Vatna Gray and Kawah Blue — and Two-Line headlamps featuring micro lens array (MLA) technology. 

“This award is all about thoughtful luxury that appeals to your head as much as your heart,” said David Undercoffler, head of consumer insights at CarGurus. “And there’s nothing on the road today that’s better at proving luxury can be both rational and indulgent than the Genesis G70. Regardless of which engine, drivetrain, and price point you pick, this sport sedan comes standard with endless satisfaction.” 

The inaugural CarGurus Confidence Awards were relaunched to give shoppers greater clarity and confidence during the car-buying process. Vehicles are evaluated using a rigorous, transparent methodology that leverages CarGurus’ inventory and pricing data, and emphasizes objective vehicle scoring across areas such as performance, efficiency, safety, technology and cost of ownership, with final selections informed by expert insight from the CarGurus editorial and content teams to reflect real-world ownership needs.

FOUNTAIN VALLEY, Calif., May 4, 2026 — WardsAuto has named the Genesis GV70 3.5T Sport Prestige a 2026 Wards 10 Best Interiors & UX Award winner, recognizing the SUV for its interior design, technology and user experience. This marks the second Wards 10 Best Interiors & UX award for Genesis following the all-electric GV60 SUV’s inclusion in 2023.

“GV70 has become our most popular model in the U.S. as customers resonate strongly with the elevated craftsmanship of its cabin and intuitive technologies,” said Tedros Mengiste, Chief Operating Officer of Genesis Motor North America. “This recognition from WardsAuto highlights our focus on designing interiors that enhance the driving experience through a balance of elegance, comfort and usability.”

The interior of the 2026 GV70 3.5T Sport Prestige reflects Genesis’ “Beauty of White Space” philosophy with clean architecture and elevated materials. Design elements include Nappa leather seating surfaces, carbon fiber accents and a microfiber suede headliner.

Convenience features include an Ergo Motion driver’s seat with power lumbar and cushion extension, three zone climate control, enhanced voice recognition controls, and manual rear door shades. The user experience centers on a new 27 inch OLED integrated instrument cluster and display. Also new for 2026 is Terrain Mode which optimizes vehicle performance based on road conditions – snow, mud or sand.

Genesis’ suite of driver assistance technologies includes integrated camera and sensor based systems, including Highway Driving Assist 2, Forward Collision Avoidance Assist, and Rear Cross Traffic Collision Avoidance Assist. Additional technology features include Bang & Olufsen® premium audio, Genesis Connected Services, and Genesis Digital Key 2.

GV70 is a sport-oriented expression of the Genesis SUV lineup, shaped by the brand’s “Athletic Elegance” design philosophy. Its confident proportions and fluid exterior lines set the stage for a cabin that prioritizes refinement and comfort. In the 3.5T Sport Prestige form, the ride and suspension technologies work together to deliver a smooth driving experience. Exterior details reinforce the GV70 3.5T Sport Prestige’s confident presence, including 21 inch sport alloy wheels, exclusive air intake, dark chrome rear diffuser, dual single muffler tips, multi-lens array (MLA) headlamps and a redesigned G-Matrix Crest Grille.

"This GV70 oozes style and luxury, with its sweeping dash, touch of chrome finish on doors, console and steering wheel and carbon-fiber material on doors and console,” said Dave Zoia, judge, WardsAuto. “The quilted seats and splash of color from its orange seatbelts and accent stitching supply the finishing touches. The large, curving screen provides the perfect interface to Genesis’ top-notch infotainment tech. The bottom line: The GV70 strikes all the right chords."

The annual Wards 10 Best Interiors & UX Awards honor vehicles that set new benchmarks in cabin design and usability. Winners are selected through comprehensive daily driving evaluations conducted by WardsAuto judges, who assess interior aesthetics, material quality and fit and finish, connectivity and infotainment, comfort and usability of controls, driver assistance technologies and overall value. For 2026, the awards highlight a broader industry movement toward serene cabin environments paired with advanced, thoughtfully integrated user experience technologies.

Milanese luxury, a style epitomized by Larusmiani for over a century, is defined by its focus on timeless elegance over fleeting trends. It champions superior quality, meticulous craftsmanship and an unwavering attention to detail. This philosophy aligns perfectly with the core principles of Genesis, especially the concepts of “Athletic Elegance” and the “beauty of white space,” where every line and surface is intentional and minimalistic.

Genesis Debuts in Italy

The partnership celebrates two new milestones for Genesis. It officially launched in Italy on Jan. 22 with two retail locations opening this spring in Rome and Padua. Genesis also made its racing debut with its motorsport team Genesis Magma Racing (GMR). GMR drivers competed in the GMR-001 Hypercar at the Fédération Internationale de l'Automobile (FIA) World Endurance Championship (WEC) season opener, the 6 Hours of Imola 2026 at the Autodromo Enzo e Dino Ferrari in Imola, Italy.

The Genesis X Larusmiani collaboration kicked off during Milan Design Week, blending the heritage of Italian fine lifestyle goods with Korean automotive design, creating a new vision for the modern “gentleman driver.” It is a story of two cultures finding common ground in the pursuit of understated luxury.

Genesis x Larusmiani

The Genesis x Larusmiani collaboration is part of The Automotive Gallery project by Larusmiani, stemming from the passion for cars of the brand’s president, Guglielmo Miani. It is a multifaceted initiative that celebrates both fashion and automotive design. The partnership centers around the GMR-001 Hypercar, which symbolizes a bold step in Genesis’ global motorsport ambitions and translates Genesis’ Athletic Elegance design philosophy into raw racing power.

Leaning into the Athletic facet of the brand’s defining design aesthetic, the GMR-001’s sweeping parabolic line creates a sleek yet aggressive visual while optimizing airflow to improve performance. The sculpted form houses a mid-mounted turbocharged V8 engine, framed at the rear by an active spoiler that adjusts to balance drag reduction with stability for high-speed racing. The GMR-001 Hypercar also features Genesis’ signature Two-Line headlamps, which it shares with the luxury marque’s road car range, making it instantly recognizable.

The GMR-001 Hypercar’s livery marries intensity with subtlety, dominated by the signature Magma orange — a hue symbolizing Korea’s vibrant energy. Integrated into the design is the Korean lettering for Magma (마그마), with its consonants “ㅁ,” “ㄱ” and “ㅁ” forming geometric motifs that are echoed in the team’s insignia. This visual language reflects Genesis’ fusion of cultural authenticity and innovation, ensuring the GMR-001 Hypercar stands out as a moving emblem of Korean identity.

The GMR-001 Hypercar prototype is on display in Larusmiani’s historic boutique from April 17-30, in the heart of Milan’s luxury shopping district during Milan Design Week, the same time as the WEC’s Imola race weekend. This places Genesis at the intersection of automotive performance and luxury living, creating appeal for both global motorsport enthusiasts and international design connoisseurs during one of the most culturally relevant moments of the year.

“The GMR‑001 Hypercar represents more than our entry into global motorsport — it embodies Genesis’ belief that performance and beauty should never be separated. Bringing this car into Larusmiani’s world during Milan Design Week places racing, craftsmanship and culture on equal footing, and reflects our ambition to build a brand that moves fluidly between the track and the wider creative landscape,” said Luc Donckerwolke, Chief Creative Officer of Genesis.

A Translation of Design

For the Larusmiani creative team, translating the Genesis design language was an exercise in shared philosophy. The maison’s approach began with identifying the essence of Genesis’ design — the surface tensions, the way light flows across the bodywork and the coherence between form and function. The team transformed those elements into wearable design.

The process begins with direct observation of the vehicle, focusing on its physical presence. A hand-drawn sketch captures its essence, which is later adapted to the final product. Screen printing is used for the limited-edition T-shirts, while skilled artisans in Milan hand-paint the image of the GMR-001 onto the French Limoges porcelain pocket emptier, or “svuotatasche” in Italian. The goal is not to represent the car precisely, but to evoke it, ensuring that the owner of the object perceives in it the same formal care found within the bodywork of every Genesis.

The collection draws inspiration from the vehicle’s most intentional details: the texture of carbon fiber, the pattern of the air intakes and a color palette calibrated with tailored precision. Larusmiani team members recognize the same care in the vehicle design that they take with every stitch; choices that serve to signify, not just to fulfill a function. It is this layering of intention — design, craft and cultural — that elevates an object to a luxury piece. In this way the collection finds its meaning as a dialogue between two cultures of precise detail and overlapping design codes.

Larusmiani imagines the person using their capsule collection as someone who has no need to announce themselves. This modern gentleman driver is curious, not nostalgic. This individual appreciates tradition as a method to be applied to the present and does not hesitate to pair a Milanese tailored jacket with a Korean-designed car. This collaboration says it clearly: luxury is no longer a matter of origin or accumulated heritage, but of shared intention. And the one between Larusmiani and Genesis is a conversation between equals. 

Celebrating Heritage and Innovation

To mark the significance of the collaboration, Genesis and Larusmiani co-hosted an exclusive gala dinner within the breathtaking halls of the iconic Bagatti Valsecchi Museum. Contrasting beautifully with the classical architecture were the Genesis X Gran Racer Concept and GV60 Magma on display in the museum courtyard.

This juxtaposition was not about creating a clash between old and new, but about revealing a shared spirit. “The dialogue between the neo-Renaissance surfaces of the museum and the lines of the Genesis cars generates not contrast, but recognition,” explained Larusmiani President Guglielmo Miani. “Both things are born from the same intention, that of those who create with permanence in mind, not the impression of the moment.”

Through their embodiment of Athletic Elegance, the two Genesis models on display told a facet of this story of modern permanence. The Genesis X Gran Racer Concept, derived from the standard of excellence set by the Genesis X Gran Berlinetta Concept, merges purposeful racing derived elements with a refined aesthetic. The GV60 Magma beside it commands attention with its bold Magma Orange exterior, symbolizing the hidden potential energy bubbling unseen beneath the earth’s surface. The GV60 Magma is Genesis’ first production vehicle of its luxury high performance Magma Program.

Placing these vehicles in such a historic setting was a deliberate statement about the evolution of luxury and art. “The Bagatti Valsecchi Museum is a place built on the conviction that beauty deserves to be preserved regardless of the era,” Miani reflected. “Placing the Genesis X Gran Racer and the GV60 Magma in that space is not a provocative gesture — it is a question: does a brand capable of bringing a hypercar to Imola and these models to Milan in the same month, weaving motorsport and design culture together with equal ease, deserve the same gaze reserved for things that endure?”

The Unexpected is Most Interesting

For Miani himself the most interesting collaborations arise from the unexpected. He believes that Genesis embodies this; it arrives not with the weight of motoring mythology, but with something rarer — an aesthetic philosophy built from scratch, free from legacy expectations and full of raw determination.

“It is this convergence between track and culture, between performance and formal beauty, that Larusmiani recognized as an authentic hallmark,” Miani explains. “Not a commercial operation, but an act of shared identity.”

The Automotive Gallery was born from Miani’s conviction that the automobile, when designed with true intention, is art, and he immediately recognized in the GMR-001 Hypercar that Genesis spoke that language too. “Larusmiani’s clients are people who read details,” Miani notes, “and what convinced them, as it convinced me, was precisely that integrated vision: a brand that designs racing cars with the same care it devotes to luxury interiors.”

This approach also addresses how to introduce a futuristic marque to a clientele steeped in classic heritage. The answer lies in the method. The capsule collection pieces are made like every other Larusmiani item, with first-choice natural materials and established techniques, yet they draw inspiration from the carbon fiber surfaces of the GMR-001 Hypercar.

In a world where heritage often dictates the rigid rules of luxury, the collaboration between Genesis and Larusmiani offers a compelling vision of the future. This partnership is more than a mere intersection of automotive design and high fashion; it is a testament to a shared philosophy. Both Genesis, with its audacious challenge to the automotive hierarchy, and Larusmiani, with its legacy of innovation, have proven they are not content to simply participate in the status quo. They are here to disrupt it.

By weaving together their respective crafts, they have created a narrative of a new kind of luxury — one that is defined not by adherence to tradition, but by the courage to innovate and the relentless pursuit of a different, more dynamic, standard of excellence. This collaboration doesn't just place a car next to a suit; it places two forward-thinking manifestos in dialogue, leaving us with the resounding impression that the most exciting frontier of luxury is the one still being designed.

FOUNTAIN VALLEY, Calif., April 24, 2026 — The Texas Auto Writers Association (TAWA) named the Genesis G70 Prestige Graphite its 2026 Car of Texas. G70 Prestige Graphite was recognized for its compelling blend of turbocharged performance, effortless all-wheel drive capability and refined sport-sedan handling. The award builds on a growing list of accolades from TAWA, further highlighting the brand’s commitment to delivering an elevated driving experience.

“The Genesis G70 Prestige Graphite embodies Athletic Elegance, elevated craftsmanship and everyday versatility, making it the ideal sport sedan,” said Tedros Mengiste, chief operating officer of Genesis Motor North America. “G70 Prestige Graphite delivers an exceptional balance of performance and comfort, which is why it continues to resonate with enthusiasts and everyday drivers alike.”

G70 Prestige Graphite delivers a distinctive expression of sport sedan refinement, powered by a 3.3L twin turbocharged V6 engine available in RWD or AWD and paired with a sport electronic controlled suspension (ECS) for poised, engaging road feel. Exclusively finished in Ceres Blue or Vatna Gray, the model stands apart with dark chrome Crest Grille accents and dark finish 19-inch wheels, sharpening Genesis’ Athletic Elegance design into a more purposeful, performance-inspired presence.

Inside, the driver-focused cabin makes an immediate statement with Ultramarine Blue Nappa leather and orange contrast stitching, complemented by a microfiber suede headliner and 12.3-inch 3D digital instrument cluster. A full suite of advanced driver assistance technologies enhances comfort, confidence and everyday usability, reinforcing the G70 Prestige Graphite’s balance of luxury craftsmanship and engaging capability.

During the Texas Auto Roundup, TAWA journalists and content creators tested and scored vehicles across a sliding scale of key attributes including interior and exterior design, performance, value and overall personal appeal. Vehicles were evaluated in real-world driving conditions, allowing the panel to assess everything from daily usability to overall capability.

G70 Prestige Graphite stood out amongst a diverse lineup of competitors with its refined craftsmanship and bold on-road capabilities. 

“With 300 horsepower, razor-sharp handling, and a bold, sophisticated design, the Genesis G70 redefines what a modern sedan can be,” said Marc Newman, president of TAWA. “Genesis continues its momentum, securing the top award at the TAWA Auto Roundup for the fourth straight year.”

FOUNTAIN VALLEY, Calif., April 23, 2026 — U.S. News & World Report named the 2026 Genesis GV60 Best Compact Electric SUV in its 2026 Best Hybrid and Electric Car Awards, marking the brand’s first win in this category. GV60 represents a dynamic and athletic electric vehicle (EV) in the Genesis lineup.

“GV60 seamlessly integrates distinctive design, intuitive technology and fun to drive characteristics,” said Tedros Mengiste, chief operating officer of Genesis Motor North America. “This recognition from U.S. News & World Report underscores Genesis’ focus on delivering electric vehicles that balance efficiency, thoughtful innovation and timeless design.”

The 2026 GV60, which is built on Genesis’ Electric Global Modular Platform (E-GMP), features an upgraded 84.0 kWh long-range battery paired with an advanced 800 volt architecture, delivering an EPA estimated range of up to 306 miles. It’s equipped with a native North American Charging Standard (NACS) port, expanding access to ultra-fast charging infrastructure and adding everyday convenience. GV60 can charge from 10% to 80% in approximately 18 minutes using a 350 kW DC fast charger.

Exterior features of GV60 include a newly refined three-dimensional front grille and bumper and available updated alloy wheel designs in 20-inch and 21-inch sizes. Signature Genesis design elements, including the Two Line Multi Lens Array (MLA) LED headlamps and exclusive Tromso Green exterior paint, reinforce GV60’s athletic presence.

Available Electronically Controlled Suspension with Road Preview adds everyday comfort with automatic suspension adjustments to minimize pothole and speed bump impact. Five distinct driving modes also allow the GV60 to adapt performance to different driving styles.

Inside, the 2026 GV60 delivers an immersive, technology forward experience highlighted by a newly upgraded 27 inch OLED instrument cluster and navigation display with customizable split screen views. Available Active Noise Control produces inverted sound waves to counter road noise. Exclusive to GV60, the Crystal Sphere adds both visual elegance and functional feedback, rotating to reveal the shift dial while communicating vehicle status through ambient light and haptics.

“The GV60 is efficient, charges quickly and provides plenty of performance in whisper-quiet silence,” said Alex Kwanten, Managing Editor of Autos at U.S. News. “But it’s the blending of those excellent EV traits with daring design and an opulent interior that makes it a winner. Luxury vehicles should feel special and sophisticated, and the GV60 really does.”

The annual U.S. News Best Hybrid and Electric Car Awards evaluate vehicles across multiple electrified segments using an objective methodology that combines each vehicle’s overall score in the U.S. News Best Car Rankings with EPA data for range and energy consumption, pricing information, and the consensus opinion of the automotive press, including hands-on testing by U.S. News editors. For 2026, the awards expanded into additional size and price classes, further differentiating vehicles within competitive categories.

The U.S. News 2026 Best Hybrid and Electric Car Awards recognize vehicles that offer the strongest overall combination of quality, efficiency, technology and value in their respective segments, based on measurable data and expert evaluation.

Speaking at the event’s Future of Mobility track session with Semafor CEO Justin B. Smith, Muñoz outlined the Group’s future strategy, which is centered on the customer and prioritizes diversification and flexibility to meet their needs.

Choice as a Core Product Strategy

Amid a once-in-a-generation transformation of the automotive industry, Genesis has positioned itself as a proactive leader shaping the future of mobility driven by rising consumer and societal demands for greater sustainability, efficiency and access.

At the event, Muñoz highlighted that the path forward is to provide customers a range of choices. Genesis is strategically helping customers navigate the transition to an all-electric future by addressing the EV chasm — the common concerns like range anxiety and charging infrastructure that can make the leap from internal combustion to fully electric vehicles daunting. By offering a thoughtful portfolio of bridging technologies such as hybrids and extended range EVs (EREVs), Genesis provides a flexible path toward electrification.

“We were one of the first movers when it comes to electrification,” Muñoz reminded the audience. “Not only do we develop EVs, but also hybrids, which are growing 61% last quarter…. And then very soon, EREV next year…. When you realize how dependent we are on crude oil, then you realize that betting on nuclear energy and some environmental energy, like solar, or windmills, etc., is the right way to go.”

Muñoz further emphasized the need for diversification, “As one of the few companies that remain fully committed to electrification, we have seen how the sales of EV cars have grown from February to March by 40%, simply because of the price of oil going up.”

Meeting Customers Where They Are

In August 2023, Genesis crossed its one million cumulative sales milestone less than eight years after its launch — faster than any other luxury brand in history. A key driver of this growth has been the strategic and compelling expansion of the Genesis lineup.

Genesis is architecting a product strategy that is as ambitious as it is attuned to the customer. Recognizing that the path to an all-electric future is not one size fits all, this commitment is underscored by a plan to introduce 22 all-new or significantly enhanced models to the North American market and achieve 350,000 annual sales by 2030, ensuring there is a Genesis to match every stage of a customer's journey into the future of mobility.

While the destination is a zero-emission future, Genesis understands that the journey is both individual and personal. The brand is reaffirming its commitment to a sophisticated, fully electric lineup of battery electric vehicles (BEVs), which will remain the pinnacle of its technological offering. However, to bridge the gap for a diverse customer base, Genesis is broadening its portfolio with two key additions.

Starting in 2026, the brand will introduce a line of advanced hybrids, offering an efficient and seamless entry point into electrification. For those seeking to eliminate reliance on gasoline for daily driving without any range anxiety on long journeys, Genesis will launch groundbreaking EREV models from 2027. These vehicles are engineered to deliver a pure, EV-like driving experience for everyday use, but with the capacity for over 600 miles of total range, removing traditional barriers to EV adoption.

Muñoz also highlighted how technologies once considered distant are now a present-day reality, particularly in the field of hydrogen. He stressed that hydrogen is no longer a concept that is perpetually decades away, noting its technology has evolved dramatically to offer lower running costs, greater efficiency and longer range at a more accessible price point.

To prove its immediate, practical application, he pointed directly to the Group's own operations that have been utilizing hydrogen-powered trucking since 2020. “We are actually running the logistics of our HMGMA plant in Savannah, Georgia, with [XCIENT] trucks… which are powered by hydrogen,” Muñoz stated, continuing, “We've run roughly 20 million kilometers so far with our XCIENT trucks.”

Muñoz suggests that education is essential for adoption in markets like the U.S. to remove the fear associated with hydrogen as it is a completely clean, safe and silent form of energy. “It’s totally environmental. [It] is the number one component available in the world, and then you can have a very long range, like 800 to 1000 miles, in a truck where you will never be able to achieve on an EV.”

Muñoz framed a clear strategic vision where different technologies serve different needs, seeing battery electric vehicles as ideal for the daily commute, while hydrogen is perfectly suited for long haul commercial trucking, where its extensive range is an advantage that battery-only solutions cannot currently match.

This flexibility is built directly into the company’s manufacturing footprint. Speaking of the Hyundai Motor Group Metaplant America (HMGMA) in Savannah, Georgia, he noted, “That plant was meant to produce up to 500,000 EV cars only. But soon after we made the commitment, we realized that some changes in the demand might happen, and then we took the decision to increase our investment to be able to produce hybrids. This year, we will produce our first hybrids from that plant.”

Beyond Sedans and SUVs

As Genesis enters its second decade, it is boldly expanding its design horizons. A key pillar of this new direction is the introduction of a luxury high-performance line through the marque’s Magma program, filling a crucial space in the Genesis portfolio. The program offers customers a new dimension of dynamic, sporty and emotional driving experiences — while retaining the hallmark luxury of the Genesis brand. The brand recently launched its first Magma production vehicle, the GV60 Magma, which began sales in Korea and is due to arrive on American and European shores soon.

This expansion is also fueled by a new, more personal concept car strategy. Future concepts will be inspired by the diverse facets of customers' lives, reflecting their passions, hobbies and lifestyles to create a more profound connection with the brand. This will manifest in a deliberate push into new vehicle segments beyond traditional SUVs and sedans. Consumers can look forward to seeing the brand's "Athletic Elegance" design philosophy applied to breathtaking new forms, including sophisticated grand tourers, elegant coupes and versatile wagons, further cementing Genesis’ position as a comprehensive luxury marque.

Genesis is not just designing new cars; it is engineering the future of mobility through significant investments in technology, research and development.

From Racing to Production

Genesis is taking to the track with purpose. The Genesis Magma Racing program marks the brand's official entry into the world's most demanding motorsport arenas, beginning with its recent debut at the 2026 FIA World Endurance Championship (WEC) opener in Imola, Italy. This is more than a branding exercise; it is a high-speed laboratory. The extreme pressures of endurance racing — pushing performance, efficiency and durability to their absolute limits for up to 24 hours at a time — serve as the ultimate proving ground for innovation. The technology, materials, and software forged and proven on iconic circuits like Le Mans will be directly channeled into the entire Genesis production portfolio, ensuring that every customer benefits from the lessons learned at the highest level of motorsport.

Future Mobility Defined by Software

Software-Defined Vehicle (SDV) architecture is a cornerstone of Genesis’ product strategy, providing transformative flexibility in both vehicle engineering and the customer experience. By decoupling software from hardware on next-generation platforms, Genesis gains the critical agility to house a diverse portfolio of advanced powertrains — from EVs and hybrids to EREVs — allowing the brand to adapt swiftly to market demands.

This separation also unlocks a superior in-cabin experience by creating more physical freedom for interior designers and enabling the vehicle to evolve with the owner through seamless over-the-air updates, which can continuously enhance everything from performance to infotainment and add new, personalized features long after the car has left the showroom.

Empowering, Not Replacing, Humans Through Technology

To bring this ambitious vision to life, Genesis, as part of the Hyundai Motor Group, is making a monumental commitment to innovation. This includes a landmark $26 billion investment in the United States, dedicated to advancing manufacturing capabilities, electrification and future technologies. This group-level investment extends beyond automotive, encompassing significant developments in AI, robotics and autonomous driving.

“We’re going to have more autonomous technology for everyone’s use in individual vehicles for personal use, and global taxiing,” Muñoz declared, referring to the Group’s partnership with Waymo to deploy tens of thousands of robotaxis. The Group has also developed its own autonomous technology through Motional, a joint venture between Hyundai Motor Group and Aptiv to create fully driverless vehicles.

Muñoz consistently framed technology as an enabler of human opportunity, not a limitation. He pushed back on the idea that the solution to congestion is fewer cars, arguing that innovation creates more desire for mobility. “The moment that you have more technology available, humans — we want to use it,” he insisted, drawing an analogy: “200 years ago, it will take you three months to go to Europe. Today, because you can go in a few hours, then I may go to Europe twice in a week.”

He also reassured the audience that the Group does not see robotics as a threat to human jobs, but rather as a powerful tool for augmentation and support. This is clearly demonstrated at its state-of-the-art manufacturing plant in Savannah where advanced robots are deployed to assist their human colleagues by taking on jobs that are difficult, strenuous or repetitive.

“If you go today to our plant in Savannah, not only you will be amazed to see AMRs (autonomous mobile robots) that are autonomous, that they charge themselves, instead of having the cars running on conveyors, etc., but also that you have humanoids that are helping the humans to do the jobs that are difficult for them.

“So, we don't see the robots as a means to reduce the number of workers. We have a commitment with the state of the number of workers that we hire on that site — which is 8,700 — but we want to make their lives easier. We want to increase productivity, we want to lower the cost, and we want to improve the quality.

Authoring the Next Chapter of Mobility

Ultimately, Genesis' strategy for authoring the next chapter of mobility is grounded in a pragmatic yet ambitious approach. The brand is committed to fulfilling a wide variety of customer needs by offering a diverse portfolio of powertrains and vehicle styles, backed by significant strategic investment in technology and manufacturing. This forward-looking commitment to R&D — from the crucible of motorsport to SDV platforms — ensures that innovation remains at the core of its mission. The marque continues to apply these advancements through its deep understanding of luxury, creating vehicles that are not only technologically advanced but also deeply human-centered and beautifully designed.

Genesis is a Founding Partner of the Semafor World Economy platform and the official sponsor of this year’s "Future of Mobility" track, raising its profile as leading voice in shaping these critical global conversations. The brand also served as the event’s official Experiential Partner, hosting the Genesis Lounge—a hospitality space inspired by the Korean concept of welcoming each guest as an honored individual, known as ‘Son-nim.’ Designed to encourage meaningful exchange, the lounge provided a setting for dialogue among global leaders and key decision-makers.

MILAN, April 17, 2026 — Genesis has announced a special collaboration with Italian luxury fashion and lifestyle brand Larusmiani, founded in Milan in 1922.

With more than a century of Italian sartorial heritage, Larusmiani is renowned for its exceptional menswear, luxury fabrics and passion for cars, drawing inspiration from the world of automotive design and performance.

Taking place during Milan Design Week and Genesis’ debut in motorsport, the Genesis GMR-001 Hypercar will be on display at Larusmiani’s iconic boutique on Via Montenapoleone, The Automotive Gallery, from April 17-30. Renowned for showcasing the pinnacle of premium cars, the window display captures the intersection between design and performance that defines the Genesis brand. The GMR-001 Hypercar translates Genesis’ design philosophy into raw racing potential, combining aerodynamic precision with sculptural fluidity, balancing elegance and confidence. On display during Milan Design Week, a capsule Genesis x Larusmiani collection of apparel and lifestyle accessories will also debut at the boutique and online.

Luc Donckerwolke, President and Chief Creative Officer of Genesis, comments, “This collaboration is an opportunity for Genesis to showcase how our ‘Athletic Elegance’ design philosophy can transcend into the fashion and lifestyle domain. Genesis and Larusmiani both share an appreciation for refined aesthetics, attention to detail and, above all, a dedication to exceptional design and craftsmanship.”

Guglielmo Miani, Larusmiani's CEO, adds: "Genesis speaks a design language that Larusmiani immediately recognized — one where form and performance are inseparable, and where attention to detail is not a finishing touch but a founding principle. Bringing the GMR-001 Hypercar to Montenapoleone and translating its lines into a capsule collection made with our Milanese artisans felt like a natural extension of what The Automotive Gallery has always stood for: the conviction that a truly exceptional automobile deserves the same gaze we reserve for great design.”

From Milan to Imola, the Genesis GMR-001 Hypercar makes its official global track debut at the 6 Hours of Imola, as Genesis Magma Racing competes in the first race of the 2026 World Endurance Championship. The new all-electric GV60 Magma high-performance model will be on display during an exclusive gala dinner at Museo Bagatti Valsecchi later this week, where guests will enjoy the signature Genesis “Son-nim” hospitality experience.

This collaboration follows Genesis’ official market entry into Italy in January and the announcement of its first two retail locations in the country, in Rome and Padua.

FRANKFURT, Germany, April 16, 2026 — Genesis has been recognized as the “Best Brand Overall” as part of AUTO BILD’s 15th annual readers’ survey, one of Germany’s largest and most respected reader-led brand evaluations.

Genesis’ success in this year’s survey marks the first time a Korean brand has taken the top spot - “Best Brand Overall.” Genesis also came first overall in the “Luxury Class” category and scored highest in the “Value For Money” category in the same class, highlighting the strength and quality of the brand’s position in one of Europe’s most competitive automotive markets.

Managing Director of Genesis Motor Europe Peter Kronschnabl comments: “We are thrilled to be recognized by the readers of AUTO BILD in this year’s survey. For Genesis, these wins are a strong endorsement of our growing brand appeal and the desirability of our all-electric model lineup in Europe. We are committed to delivering cars that combine refined design, advanced technology and features with a distinctly customer-centric ownership experience.

“These three victories reflect our wider momentum across the region. Genesis now operates in six European markets; Germany, France, Italy, The Netherlands, Switzerland and the U.K., with Spain still to come in 2026. With more brand presence across Europe than ever before, and our first high-performance model, GV60 Magma, arriving this year, we continue to go from strength to strength.”

First launched in 2011, the survey reflects the opinions of over 50,000 readers, who evaluated the 52 leading automotive brands across 14 categories. Each brand is comparatively ranked on three criteria: quality, design and value for money. The results provide a direct measure of consumer trust, relevance and desirability of top automotive brands on sale in Germany and across Europe.

WASHINGTON, D.C., April 15, 2026 — Genesis joins the 2026 Convening of Semafor World Economy (April 13-17, 2026) as a founding partner, contributing to discussions on mobility innovation and industrial policy at one of the largest gatherings of Fortune 500 CEOs in the United States. As Founding Partner and Future of Mobility track sponsor, Genesis, in alignment with the broader Group, will demonstrate its leadership in advancing transportation while reinforcing its $26 billion commitment to responsible investment and growth in the United States.

Genesis joined Semafor as a partner shortly after Semafor was founded, and the collaboration has evolved throughout the four-year partnership. The 2026 Convening of Semafor World Economy will include expanded programming and elevated brand experiences designed to engage senior decision-makers and global policymakers.

Shaping the Mobility Narrative

On Tuesday, April 14, CEO José Muñoz led the Future of Mobility track, exploring the global energy landscape and the future of mobility amid ongoing geopolitical and market uncertainty. He shared Hyundai’s perspective as one of the world’s leading automotive groups, underscoring how rapidly shifting energy dynamics are influencing consumer behavior, industrial strategy and long-term investment decisions across the sector.

During the discussion, Muñoz highlighted Hyundai’s flexible and diversified approach to electrification, emphasizing the company’s continued investments across electric vehicles, hybrids, plug-in hybrids and forthcoming extended-range solutions. He noted that while Hyundai has been a first mover in EVs, its ability to scale multiple powertrain technologies has enabled the company to respond quickly to changes in demand. This adaptability is reflected at Hyundai Motor Group Metaplant America (HMGMA) in Savannah, Georgia, which is designed to support a broad mix of next generation vehicles.

Looking to the future, Muñoz pointed to autonomous driving, hydrogen mobility and advanced manufacturing as key pillars of Hyundai’s long-term vision. He discussed the company’s expanding autonomous ecosystem through strategic partnerships and in-house development, the growing role of hydrogen in logistics and long-haul transportation, and the deployment of robotics and physical AI to enhance safety, productivity and quality in manufacturing. Across each of these areas, he reinforced Hyundai’s commitment to responsible innovation and its mission to deliver sustainable progress and expanded mobility for society.

“Hyundai Motor Group has been a vital partner for Semafor and Semafor World Economy since its inception, and this year takes our partnership to new heights. As Semafor World Economy expands with the 2026 Annual Convening, our partnership has grown with it — a reflection of Hyundai Motor Group’s leadership at the forefront of the defining economic, geopolitical and technological forces shaping the decade ahead," said Semafor Co-Founder and CEO Justin B. Smith.

A Multi-Year Partnership Built on Impact

Genesis' four-year partnership with Semafor began in 2022 with a focus on establishing brand presence across Semafor's digital ecosystem while hosting high-level executive events at Genesis House New York and Genesis Studio Zurich.

When the Semafor World Economy platform debuted in Spring 2024, the partnership expanded significantly. The Group became Founding Partner and Future of Mobility track sponsor, while Genesis launched its signature Genesis Lounge — establishing itself as the defining hospitality presence at the convening and demonstrating the power of embedding luxury brand experiences into global policy conversations.

Throughout 2025, the partnership gained momentum with Genesis participating in four offline events, including the two Semafor World Economy Summits, while supporting two Semafor flagship convenings.

In 2026, the partnership reaches its deepest expression. At this year’s Semafor World Economy convening, Genesis serves as an experiential partner, presenting the Genesis Lounge at The Conrad Washington, D.C. — a purpose-built space rooted in the Korean hospitality philosophy of “Son-nim” and designed to foster meaningful dialogue and connection. Following the April event, Genesis and Semafor will convene four tailored co-hosted events in the 2026 calendar year.

FRANKFURT, Germany, April 10, 2026 — Genesis Motor Europe yesterday announced the opening of its first dedicated dealership in Europe, marking a key milestone in the implementation of its dealer network and the brand’s regional expansion. The new retail space, operated in partnership with leading Dutch dealer group Broekhuis, represents a major step forward in bringing the Genesis experience closer to European customers.

The opening further strengthens Genesis’ commitment to building an experienced and reputable sales and service network across Europe. The new dealership complements the existing network of Genesis Studios and carefully curated brand spaces that are located in the most prominent cities across Europe and have been designed to offer to customers a first-hand, immersive experience of the brand. 

Located in The Netherlands, near Amsterdam, the new Genesis dealer offers a high-end and curated brand experience within an established automotive setting. The facility spans over 170 square meters and showcases the full Genesis lineup, allowing customers and visitors to engage first-hand with the brand. 

The space has been thoughtfully designed to prioritize customer comfort and personalization and features a dedicated customer lounge area that reflects Genesis’ commitment to hospitality, “Son-nim.” 

Genesis has partnered with Dutch company Broekhuis, a highly respected automotive dealer group in the Netherlands. The company has been recognized among the top 50 largest automotive dealer groups in Europe and brings extensive experience with premium automotive brands. Its track record has been proven through multiple domestic and European awards recognitions and combines a strong existing partnership with Hyundai, making Broekhuis a natural choice for Genesis’ first dealership in Europe. 

Peter Kronschnabl, Genesis Motor Europe Managing Director, said: “Following the recent launch of Genesis in the Netherlands last month, we are proud to open tonight our first dealership. This milestone marks a concrete step in the rollout of our European dealer business model and the foundation of a robust network in the region, with a customer-centric mindset at its core.” 

Reinier Imminkhuizen, Divisional Director, and Marc Reijsbergen, Branch Director of Broekhuis, said, “Since our founding in 1932, our family-owned business has remained consistently committed to being customer-focused, with everything centered on personal attention and creating long-term relationships with employees, customers and our societal partners. This is our reason for being, for 94 years. The Broekhuis team, therefore, embraces the Korean ‘Son-nim’ philosophy of ultimate hospitality, which closely aligns with the customer promises upheld by the Broekhuis Group.” 

By combining a premium retail environment with trusted local expertise, Genesis continues to redefine the premium automotive experience in Europe.

NEW YORK, April 1, 2026 — At the New York International Auto Show today, Genesis President and CEO José Muñoz announced a bold, multi‑year product and manufacturing strategy that underscores the brand’s long‑term commitment to North America. From 2026 through 2030, Genesis plans to introduce 22 all-new or significantly enhanced models, including SUVs and passenger cars. These new vehicles include core models, new powertrains and expanded trims. 

"Genesis reached one million cumulative sales faster than any other luxury brand in history, and we are just getting started,” said Muñoz. “Today we are committing to 22 new or significantly enhanced vehicles in North America by 2030, spanning new powertrains, new segments and experiences designed around the Korean tradition of treating every customer as our ‘Son-nim,’ our honored guest. Whatever a customer's preference, whatever powertrain fits their life, there will be a Genesis for them." 

These new models, advanced powertrains, and expanded production initiatives build on Hyundai Motor Group’s previously announced $26 billion investment in the United States, a comprehensive effort that includes a new, state-of-the-art steel mill in Louisiana and a robotics innovation hub, strengthening Hyundai Motor Group’s manufacturing and technology footprint in the region. 

This multifaceted, expanded North American product strategy aligns with Hyundai Motor Group’s broader localization and manufacturing goals in the United States. 

Together, Genesis’ expanded North American product lineup, growing U.S. production footprint and increased parts localization position the brand for sustained growth, greater flexibility and stronger alignment with customer priorities across the U.S. and Canada. 

[1] Targeted information based on current plans and projections. Actual results, timing, and specifications may vary.

FOUNTAIN VALLEY, Calif., March 27, 2026 — The Texas Auto Writers Association (TAWA) has named the 2026 Genesis G70 Prestige Graphite its Luxury Vehicle of Texas. Genesis has been awarded Luxury Vehicle of Texas for four consecutive years, reinforcing the brand’s continued momentum in the Lone Star State and underscoring its commitment to delivering bold design and refined performance.

“This recognition of G70 Prestige Graphite from the Texas Auto Writers Association reflects our commitment to craftsmanship and performance,” said Tedros Mengiste, chief operating officer of Genesis Motor North America. “G70 continues to resonate with enthusiasts and everyday drivers alike, delivering a refined yet dynamic experience.”

TAWA’s panel of automotive journalists and content creators evaluated vehicles based on a sliding scale across key criteria including interior, exterior, performance and overall personal appeal. They tested vehicles on the road during the Texas Auto Roundup, an annual event designed to evaluate and recognize standout vehicles across performance, refinement and innovation categories.

G70 Prestige Graphite distinguished itself amongst a diverse lineup of competitors with its athletic driving character, enhanced craftsmanship and distinctive design.

“The Genesis G70 redefines the modern sports sedan, achieving a rare harmony between elevated luxury, razor-sharp handling, and confident, linear power delivery,” said Marc Newman, president, TAWA. “Its exceptional level of refinement and dynamic precision sets a benchmark that even the most established European competitors find challenging to match.”

G70 Prestige Graphite blends confident performance with refinement, powered by a 3.3L twin turbocharged V6 engine available in RWD or AWD and enhanced by a sport electronic controlled suspension (ECS) for composed and engaging handling. G70 Prestige Graphite comes exclusively in Ceres Blue or Vatna Gray paint and features dark chrome accents on the Crest Grille and dark-finish 19-inch wheels.

Inside, the driver-focused cabin features Ultramarine Blue Nappa leather with orange contrast stitching, a microfiber suede headliner and a 12.3-inch 3D digital instrument cluster. Advanced driver assistance technologies further elevate comfort, confidence and everyday usability.

SEOUL, March 26, 2026 — Genesis today announced that it has been recognized with two prestigious iF Design Awards for 2026, honoring the marque’s dedication to creating refined, meaningful connections with its customers through both digital and physical experiences. The Genesis Magma User Interface (UI) and the Genesis Tea Experience were awarded in the User Interface (UI) and User Experience (UX) disciplines, respectively. 

Genesis Magma UI 

Genesis Magma UI, honored in the Product Interfaces category, is the graphical user interface for the high-performance GV60 Magma. Its design concept, inspired by the intricate beauty of a mechanical watch face, expresses the unique identity and refined luxury of the Magma high-performance program. 

It capitalizes on the true black capabilities of its OLED display, contrasting it with Magma Orange to create a minimalist design. The interface changes based on the driving mode to display crucial performance data such as a G-force meter and the remaining boost time of the car’s Boost Mode. It provides a dynamic and intuitive experience, seamlessly blending sophisticated aesthetics with rewarding, driver-focused functionality. 

Genesis Tea Experience 

The Genesis Tea Experience, a winner in the Retail/Banking UX category, is a quiet and immersive moment of mindfulness designed to build lasting relationships that go beyond the transactional. Rooted in Korean tea culture, where warmth and thoughtful hospitality are paramount, the experience engages the senses with intention. 

Every detail — from the aroma and flavor of the signature tea blends to the bespoke teaware inspired by traditional Korean motifs such as Hanbok ribbon ties, the fortune pouch (Bokjumeoni), folding screens (Byungpung) and the Bojagi fabric wrap — is intentionally crafted. Through subtle storytelling, each element guides guests into a state of calm. Instead of relying on spectacle, this refined, sensory approach transforms brand spaces and proves that stillness can leave the deepest impression. Its presence elevates hospitality and sets a new emotional standard in luxury automotive communication, inviting guests to reconnect and feel truly seen. 

Genesis has been recognized by the prestigious iF Design Awards for two distinct, yet equally important, aspects of its brand experience guided by its “Son-nim” value of hospitality, where every customer is treated as an honored guest. The dynamic Magma UI and the serene Genesis Tea Experience fully embody the design philosophy of “Athletic Elegance,” showcasing an audacious and progressive approach. This demonstrates that the Genesis journey transcends mere driving experience. 

The iF Design Award, hosted by iF International Forum Design GmbH, is one of the world’s most celebrated and valued design competitions. For 2026, the awards attracted over 10,000 submissions from 68 countries, which were evaluated by a panel of 129 expert jurors. 

FRANKFURT, Germany, March 23, 2026 — Genesis announced its official launch in the Netherlands, marking another important milestone in the European expansion of the brand. The occasion was celebrated during a dedicated launch event held at the Bernardus Golf Club, where Genesis presented the brand and introduced the model range to the Dutch market.

Peter Kronschnabl, Managing Director of Genesis Europe, said: “2026 marks a pivotal year for Genesis as we continue to accelerate our growth across Europe. With the brand launching in four major markets, Italy, France, Spain and the Netherlands, we are expanding our presence and bringing the Genesis experience to a wider audience.”

“The launch in the Netherlands represents another important milestone for the brand in Europe. We are confident that by working together with strong dealer partners such as Zeeuw & Zeeuw and Broekhuis, we will build a solid business and drive a continued success of Genesis in the Dutch market.”

An Electrifying Lineup

Genesis enters the Dutch market with an all-electric lineup consisting of three models: the Genesis GV60, starting from 49,900 euros; the Electrified GV70, starting from 65,400 euros; and the flagship Electrified G80, starting from 74,200 euros.

The Genesis range combines this attractive pricing with a high level of standard equipment and customer features, high-performance EV charging and extensive personalization options. Together, these elements underline the brand’s distinctive approach to a modern luxury mobility as a refined and performance-oriented brand defined by its distinctive design philosophy, “Athletic Elegance,” advanced technologies and a seamless ownership experience.

A Strong Foundation with Leading Dealer Partners

Genesis has appointed two leading automotive groups as its first official dealer partners in the Netherlands: Zeeuw & Zeeuw and Broekhuis.

This collaboration establishes a strong foundation for the brand’s presence in the Dutch market, supporting the distinctive Genesis ownership experience with a focus on expertise, quality and nationwide coverage.

Peter Lammers, Head of Genesis Netherlands, said: “We are proud to introduce Genesis to the Netherlands, bringing with us our distinctive Korean perspective and design-driven philosophy. Dutch customers share our appreciation for refinement, innovation and thoughtful craftsmanship. As we establish a long-term presence in this market, we look forward to setting a new benchmark in meaningful hospitality and customer experience.”

The Netherlands launch represents another step in Genesis’ continued growth following its 2015 global debut and is the brand’s sixth European market, joining the U.K., Germany, Switzerland, France and Italy. Today, more than 1.5 million Genesis cars are on the road worldwide.

FRANKFURT, Germany, March 3, 2026 — Genesis has today announced the European debut of the X Gran Equator Concept as part of the Car Design Event at Motorworld Munich – an annual event that invites international manufacturers and designers to present exciting vehicle concepts and design studies to media from across the globe. The X Gran Equator Concept exemplifies Genesis’ efforts to redefine luxury high performance by combining on-road sophistication with off-road resilience. 

The concept car was recently awarded the prestigious Red Dot Design Award – an international seal of quality for design excellence – receiving a distinction in the Design Concept category alongside the X Gran Coupe and X Gran Convertible concepts. 

"The X Gran Equator Concept is an exercise in harmonizing contrasts – it combines elegance and ruggedness and the spirit of exploration with refined comfort," said Luc Donckerwolke, Chief Creative Officer of Genesis. “It represents the orchestration of true off-road competence and uncompromising luxury, designed to enable the discovery of the world’s most breathtaking landscapes.” 

As the brand's first adventure concept, X Gran Equator reimagines Genesis' Athletic Elegance design philosophy while embracing the rugged spirit of overlanding. Inspired by reductive design principles, the exterior is characterized by clean lines and calm, expertly curated surfaces. 

The long bonnet, slim cabin and strikingly designed C-pillar give the vehicle a powerful, distinctive silhouette that goes beyond classic SUV styling. Pronounced wheel arches and 24-inch wheels emphasize its off-road capabilities and underline its confident stance on or off the road. 

Inside, the X Gran Equator Concept balances contrasts between analogue architecture and digital technologies, crafting a space that feels both functional and evocative. At the center of the cabin is a four-circle display cluster on the center stack, inspired by the dials of vintage cameras. The interior design features contrasting colors and shapes, with a preference for geometric over organic elements. The dashboard's linear, minimalist architecture focuses the driver's attention on the journey ahead, while swiveling front seats and modular storage solutions enhance practicality. 

With the European debut of the X Gran Equator Concept in Munich, Genesis reaffirms its commitment to the region as the brand embarks on its next stage of expansion with the launch of four new markets in 2026: Italy, France, the Netherlands and Spain. 

FOUNTAIN VALLEY, Calif., Feb. 26, 2026 — Parents magazine has named the Genesis GV80 the best luxury five-passenger SUV in its 2026 Best Family Car Awards, highlighting the SUV for its combination of purposeful design, advanced safety offerings and intuitive features that support everyday family life. 

“GV80 reflects our commitment to delivering vehicles that exceed the expectations of our customers and their families,” said Tedros Mengiste, chief operating officer of Genesis Motor North America. “This recognition from Parents magazine reinforces the importance of thoughtful engineering and meaningful technology in creating an elevated driving experience for parents and passengers alike.” 

The Genesis GV80 delivers a refined in-car experience shaped by convenience, comfort and safety. Updated for the 2026 model year, the interior features a 27-inch-wide OLED integrated instrument cluster and navigation screen, redesigned console space with larger cupholders, and a wireless charging tray. Available advanced safety features include Rear Cross-Traffic Collision Avoidance Assist, Blind-Spot View Monitor, Highway Driving Assist 2 and Forward Collision-Avoidance Assist to support confidence on every trip. Families also benefit from the available Bang & Olufsen® premium audio system and Genesis Digital Key 2 that elevate the driving experience. 

The Parents list of Best Family Cars showcases vehicles that excel in safety and help enhance the everyday experiences of families. For many of us, cars serve as our second homes. They're the spaces where we connect through music, explore new places and transport our most precious cargo: our kids. Award winners are selected through a combination of expert evaluation, real-world testing and industry data review. Earning a 2026 Parents Best Family Cars Award highlights the GV80 as a trusted choice for families. 

2026 Genesis models are available now at Genesis retailers nationwide. For more information, customers should visit www.genesis.com or contact their local retailer. 

FRANKFURT, Germany, Feb. 12, 2026 — Today, Genesis, the premium automotive brand from South Korea, announces its entry into the French market. Since launching in Europe in 2021, Genesis now operates in Germany, the U.K., Switzerland and, most recently, Italy. Inspired by the Korean hospitality philosophy of “Son-nim,” meaning honored guest, Genesis is committed to delivering an exceptional customer experience and will continue its European growth with launches into the Netherlands and Spain later this year. 

Available from launch, Genesis will offer a lineup of three all-electric models: the GV60, the multi-award-winning luxury compact SUV and the brand’s first dedicated all-electric model; the Electrified GV70, its flagship SUV that balances elegance with dynamic performance; and the Electrified G80, a luxury saloon that embodies refinement and sophistication, the most comprehensively equipped Genesis model in Europe. 

Peter Kronschnabl, Managing Director of Genesis Motor Europe, commented: “Genesis is an exciting brand built on strong foundations, and we have made a long-term commitment to growing our presence in Europe. We are delighted to introduce Genesis to France, a market that represents refinement, innovation and elegance. Our award-winning all-electric lineup reflects our distinctly Korean mindset and design-led values and has been carefully tailored to the needs of European customers. We are proud of the relationships we have built with our customers and look forward to introducing our models to the French market.” 

Charles Fuster, Director of Genesis France and Italy, added: “The arrival of Genesis in France is the perfect opportunity to introduce customers to a new concept of premium experience. From the product itself, showcasing the pinnacle of Korean quality, to the service and care we provide throughout the ownership experience, Genesis offers something truly unique. For the French, who value design and style, Genesis provides endless topics of conversation — a product range distinguished by character, a blend of luxury and everyday usability, meticulous attention to detail and innovations that truly enhance the user experience.” 

In France, the first two retail locations will open this spring, one in Paris and one in Lille. Further expansion is planned this year, with a comprehensive service network spanning the country by the end of 2028. 

France will play a key role in Genesis Magma Racing’s debut season in the 2026 FIA World Endurance Championship (WEC) with the GMR-001 Hypercar competing in the full season, including the iconic 24 Hours of Le Mans. Based in Le Castellet, the Genesis Magma Racing team will showcase Genesis’ performance capabilities in the LMDh category, reflecting the brand’s dedication to innovation, precision and reliability. Many of the technological breakthroughs developed for the GMR-001 Hypercar will also form the foundation for the wider Genesis lineup.

FOUNTAIN VALLEY, Calif., Feb. 4, 2026 — Car and Driver recognized four Genesis models in its 2026 Editors’ Choice Awards. The Genesis G80, G90, GV70 and GV80 were named as winners in their respective categories after editors carefully tested, evaluated and inspected nearly 450 vehicles on the market today. To win, a vehicle must have earned a rating of at least 9 out of 10 stars from Car and Driver’s expert vehicle reviewers. 

“In just a decade, Genesis has surpassed one and a half million vehicles sold globally – an important milestone that reflects the strong momentum behind our brand,” said Tedros Mengiste, chief operating officer of Genesis Motor North America. “As we continue to grow, this recognition from the editors of Car and Driver underscores our commitment to delivering vehicles with timeless design, advanced technology and an exceptional driving experience.” 

Genesis’ award-winning lineup offers a comprehensive suite of advanced safety and convenience features, including available Forward Collision-Avoidance Assist, Blind-Spot Monitor, Surround View Monitor, Rear Cross-Traffic Avoidance Assist, Parking Distance Warning, Highway Drive Assist and more. 

Intuitive technology elevates the experience further with an available 27-inch OLED display that seamlessly integrates the gauge cluster and infotainment system, available Bang & Olufsen® premium audio, Genesis Digital Key and Smart Key. Carefully crafted design elements, such as the signature two-line headlamps with micro lens array (MLA) technology and G-Matrix Crest Grille, bring Genesis’ commitment to timeless design to life. 

The Editors’ Choice awards were conceived to serve Car and Driver’s growing audience of new-vehicle shoppers by providing them with a comprehensive list of recommended models. Editors’ Choice honorees range from compact sedans and hatchbacks to full-size SUVs and pickup trucks, all of which are the best at fulfilling their mission while maximizing value. Each one also aligns with Car and Driver’s assertion that the best vehicles are the ones that deliver an engaging on-road experience. 

The full list of Genesis vehicles recognized by Car and Driver 2026 Editor’s Choice Awards: 

• Genesis G80 – Luxury Mid-size Cars 

• Genesis G90 – Full-size Luxury Cars 

• Genesis GV70 – Compact Luxury SUVs 

• Genesis GV80 – Mid-size Two-Row Luxury SUVs 

FRANKFURT, Germany, Jan. 30, 2026 — Genesis announced today the appointment of Peter Lammers as Head of Genesis Netherlands. With this strategic appointment, the brand takes an important step towards its arrival in the Dutch market.

Lammers brings more than 10 years of experience in the automotive industry and has previously held management positions at Subaru, Citroën and Hyundai. In his new role, he will be responsible for establishing the Genesis brand in the market, developing the commercial strategy and leading a successful market launch. Lammers will report to Ruben Keuter, Managing Director of Hyundai Netherlands.

Commenting on his appointment, Peter said: “The launch of Genesis in the Netherlands marks an important milestone, and one that I am very excited to lead. Genesis is a distinctive brand, defined by its strong focus on design, technology and customer experience. Together with colleagues from across the business, my ambition is to build a brand that not only excels in its product offering but, above all, sets new standards in customer service and hospitality.”

Korean Luxury Brand with “Athletic Elegance”

Genesis has been a core part of the Hyundai Motor Group since its launch in 2015. Founded in Seoul, the brand has sold more than one million cars worldwide and has established itself as a leader in the premium electrified car sector, offering a distinct Korean identity with a focus on design, technology and the exceptional Korean hospitality of “Son-nim.”

Every model in the lineup is shaped by the brand’s “Athletic Elegance” design philosophy, which balances dynamic performance and elegant refinement. This balance ensures that cars feel powerful and purposeful while delivering comfort and sophisticated design.

Dutch Market Set to Launch on March 20, 2026

The Genesis Netherlands website is live and can be accessed at www.genesis.com/nl. Genesis will officially launch in the Netherlands on Friday, March 20, with the brand’s lineup of three electric cars available to order. These models include:

• GV60 – the multi-award-winning luxury compact SUV and the brand’s first dedicated all-electric model

• Electrified GV70 – the brand’s flagship SUV that blends dynamic performance with effortless convenience and luxury

• Electrified G80 – a luxury saloon with class-leading refinement and extended wheelbase, and the most comprehensively equipped Genesis model in Europe

All three models have recently been updated with advanced technology, a further refined design and an improved battery, resulting in increased range and improved performance.

Further details, including information on the dealer and service network, pricing, model specifications and additional executive appointments will be announced in due course.

Since its European launch in 2021, Genesis has grown steadily across Europe. This year, Genesis is expanding into four new markets — Italy and The Netherlands first, followed by France and Spain — building on the brand’s existing presence in Germany, Switzerland and the United Kingdom.

LIWA OASIS, United Arab Emirates, Jan. 27, 2026 — Genesis today unveiled its new X Skorpio Concept, an off-road concept vehicle designed to perform across demanding terrain including deserts, in the Rub’ al Khali “Empty Quarter” desert in the United Arab Emirates. The X Skorpio Concept, inspired by a black scorpion, is Genesis’ first extreme off-road vehicle, purpose-built to conquer harsh terrain with cutting-edge performance and luxurious design, driven by a spirit of fearless exploration.

Genesis also announced its new concept car strategy at the world premiere and showcased the X Skorpio Concept’s groundbreaking performance in real-world conditions alongside other concept models optimized for rugged environments, including the GV60 Outdoors Concept, GV70 Outdoors Concept and GV80 Desert Edition.

A Bold Symbol of Genesis' Limitless Potential

The X Skorpio Concept is an extreme off-road recreational vehicle that celebrates the depth and emotional range of the Genesis brand. Its name, Skorpio, draws powerful inspiration from a black scorpion, known for its resilience and ability to thrive in harsh environments. This ambitious creation represents Genesis’ vision to blend daring innovation with luxury, marking the next chapter for Genesis as it connects with the active lifestyle of off-road enthusiasts.

Developing the X Skorpio Concept was a complex and meticulous process, requiring a team of skilled experts with a deep understanding of off-road vehicle design. Every element — from engineering to craftsmanship — was thoughtfully considered to deliver unparalleled capabilities while maintaining the hallmark elegance Genesis is known for.

“The X Skorpio concept is an extreme off-road vehicle designed to be driven across the toughest and harshest terrain,” said Luc Donckerwolke, Chief Creative Officer of Genesis. “With a tubular frame, a full roll cage and many components sourced directly from off-road endurance racing specialists, the X Skorpio Concept explores yet another facet of the Genesis brand and highlights our intent to inject emotion and adrenaline into different segments.”

Inspired by a Black Scorpion

The uncompromising exterior design of the X Skorpio Concept is built to overcome all potential obstacles in its path. The iconic arching tail of a scorpion inspired the vehicle’s tension-filled curves, which flow seamlessly across its sculpted body. The segmented armor-like panels not only evoke the protective nature of a scorpion’s exoskeleton but also enhance practicality, allowing for quick and efficient repairs in extreme environments. The sleek and functional roof air intake completes the sense of power and resilience. The design embodies readiness, with its poised and balanced stance — a visual metaphor for a scorpion’s defensive posture, its tail raised in tension. Genesis’ signature Two-Line design is expertly integrated into the front and rear lamps, offering fully functional lighting, emphasizing harmony and symmetry while creating a striking focal point that symbolizes strength and confidence.

Luxury Meets Off-Road Functionality

Stepping inside the X Skorpio Concept reveals an interior that redefines luxury in the off-road segment, far surpassing the stripped-down utilitarianism of traditional Trophy Trucks. Genesis designed the cabin with a singular focus: ensuring driver performance and passenger comfort during the physically demanding challenges of off-road adventures.

Driver comfort and safety was central in its design. Off-roading is an intense sport requiring constant alertness and physical endurance. To meet this demand, Genesis incorporated ergonomic seating, intuitive controls and climate control systems to enhance performance and reduce driver fatigue.

The instrument cluster is incorporated into the steering wheel so drivers can conveniently view it without losing sight of the landscape ahead. The interior is also equipped with a sliding display, which reconfigures between solo-rider and co-piloted modes — a centered position for the driver or sliding to the passenger for copilot navigation. Safety grab handles are prominent touchpoints, ensuring stability during rough movements, while unlimited display adjustability keeps drivers and co-pilots focused on navigating the terrain. Advanced communication systems complete the setup, ensuring seamless coordination even in the most remote environments.

Embodying a Scorpion’s Bold Character

The color palette and materials of the X Skorpio Concept were carefully chosen to capture the bold and daring essence of a black scorpion. The exterior features a deep black base infused with a vibrant blue tint, creating a striking visual effect that comes alive under sunlight, mimicking a scorpion’s natural hues while ensuring an unforgettable presence in any setting.

The interior materials reflect a scorpion’s serious and aggressive nature. Luxurious suede with intricate gradient patterns — crafted using state-of-the-art laser cutting techniques — is paired with leather that features unique stitching inspired by the segmented legs of a scorpion. To further enhance depth and movement, Genesis combined matte and glossy finishes and painted interior trim pieces to match the exterior, creating a harmonious interplay of texture and color that embodies a scorpion’s duality of strength and agility.

Built for Extreme Conditions

Equipped with a high-performance V8 engine delivering 1,115 PS (1,100 horsepower) and 117.6 kilogram-force meters (850 pound-feet of torque), the X Skorpio Concept sets new benchmarks for off-road driving. The vehicle is equipped with 18-inch beadlock wheels paired with custom 40-inch off-road tires, providing superior grip and durability for rugged terrain. It is also outfitted with Brembo Motorsport Brakes, providing enhanced stopping power and optimal responsiveness, ensuring the driver retains full control.

With generous approach and departure angles, a short wheelbase and a high break-over angle, the X Skorpio Concept sits on a finely tuned suspension with extreme ground clearance, allowing it to traverse the roughest terrains without compromising the vehicle’s integrity. High-clearance fenders, durable skid plates and precision-engineered components work together to prevent the vehicle from getting stuck or damaged.

The X Skorpio concept is tailored to the automotive culture and lifestyle of the Middle East, where off-road racing and recreational driving — often at high speeds while navigating airborne jumps — are a favorite pastime. In these vast desert environments, the vehicle reveals its full capability, riding up the dunes and surfing on sand with remarkable confidence and control. The X Skorpio Concept’s aerodynamically optimized design minimizes drag while maximizing stability, keeping the vehicle steady both on the ground and during moments of elevation. This innovative approach balances performance and control, ensuring safe landings and reliable handling.

Safety is a cornerstone of the X Skorpio Concept’s design. Genesis incorporated critical safety features such as an integrated roll cage, a four-point harness system and reinforced structural components to ensure maximum protection for drivers and passengers.

Additionally, the vehicle is constructed using an innovative combination of fiberglass, carbon fiber and Kevlar, achieving a perfect balance of durability and reduced weight.

A Glimpse into Genesis’ Next Decade

In addition to unveiling the X Skorpio Concept, Genesis announced a comprehensive concept car strategy, highlighting its commitment to innovation and customer engagement. The current concept car lineup includes iconic models like the X Gran Coupe, X Gran Convertible G90 Wingback and the adventurous X Gran Equator Concept.

Since the launch of the marque’s first concept vehicle in 2016, the New York Concept, Genesis has introduced several concept vehicles, using them as platforms for experimentation and inspiration. These models reflect Genesis’ integration of its design philosophy, “Athletic Elegance,” through three emotional facets:

• Luxury: Rewarding experiences exemplified by Korean refinement through intricate craftsmanship, understated beauty and meticulous attention to detail.

• Sport: Represents quiet confidence equipped with ample power for those who enjoy challenges while balancing speed and composure.

• Cool: Embodying adventurous and lifestyle-driven designs driven by individual taste and self-expression.

Genesis Chief Creative Officer Luc Donckerwolke said, “We create concept cars to inspire and ignite authentic passion for our vision. They are designed to deepen the emotional connection with our customers by showcasing the ultimate desirability they’ve always dreamt of. At Genesis, we craft cars that drive emotional expansion, showcasing not only our design philosophy but also the future technologies that personalize and elevate lifestyles.”

“By aligning our designs with these qualities, Genesis aims to foster emotional connections with customers, generate valuable feedback and solidify our position as an industry leader in luxury automotive innovation. Each concept is a signal of what’s possible, a glimpse into the DNA of Genesis’ future."

Genesis’ innovative concept car launches, including the X Skorpio Concept, reflect the brand's deep understanding of evolving customer lifestyles. By crafting bold designs enriched with cultural and emotional underpinnings, Genesis is paving the way for a future of limitless possibilities in the luxury automotive space.

The strategic debut of the X Skorpio Concept in the UAE, the crossroads of Europe, Asia and Africa, enables Genesis to not only reach a diverse audience of enthusiast-driven customers, but also taps into the UAE’s rapidly growing market for luxury cars. The demand for the latest models and technological advancements in the Middle East continues to grow, making it a vital market for Genesis to establish a strong brand presence and connect with its expanding customer base.

The X Skorpio Concept cements Genesis’ position at the forefront of extreme off-road luxury vehicles, offering an unparalleled combination of performance, innovation and elegant design.

FRANKFURT, Germany, Jan. 26, 2026 — Genesis Motor Europe has announced its debut in the Italian market. Since launching in Europe in 2021 in Germany, the U.K. and Switzerland, the brand has now arrived in Italy, with further expansions into France, Spain and the Netherlands to follow soon.

The brand’s lineup of three all-electric models will be available from launch: Genesis GV60, the multi-award-winning luxury compact SUV and the brand’s first dedicated all-electric model; Electrified GV70, its flagship SUV which blends dynamic performance with effortless convenience and luxury; and Electrified G80, a luxury saloon with class-leading refinement and extended wheelbase and the most comprehensively equipped Genesis model in Europe.

Peter Kronschnabl, Managing Director of Genesis Motor Europe, commented: “Genesis is an exciting brand with strong foundations, and we have a long-term commitment to growing our presence in Europe. We are delighted to be launching the brand in Italy today, a market that represents tradition, design excellence and high customer expectations from premium brands.

“Representing our distinct Korean spirit and design-driven performance values, our award-winning all-electric models are tailored in terms of driving dynamics and specifications specifically for European customers. We also pride ourselves on developing strong customer relationships, and we look forward to introducing our models to Italian customers very soon.”

Genesis is focused on a strategically curated retail business model, prioritizing brand presence in key locations to maximize customer reach while delivering a premium customer experience. The first two retail locations in Italy will open this spring, one in Rome and one in Padua. Further expansion is planned this year, as well as a comprehensive service network.

Italy will be part of Genesis Magma Racing's debut season in the 2026 FIA World Endurance Championship (WEC) with the GMR-001 hypercar. Taking place in Imola on April 17-19, the brand's racing team will usher in a new era of high performance for Genesis, competing in the LMDh category. The technological innovations developed for this debut will generate valuable expertise, benefiting the entire Genesis lineup.

LONDON, Jan. 23, 2026 — Following the What Car? Car of the Year Awards 2026, Genesis is pleased to announce that GV60 has been awarded Best Interior in the Premium Electric EV category.

The win marks the third award bestowed to GV60 by What Car? after taking home Best Electric SUV in the What Car? Car of the Year Awards 2023, swiftly followed by another win for Best Electric SUV at the Electric Car of the Year awards in the same year.

Steve Huntingford, Editor at What Car?, commented: “Pretty much every surface in the Genesis GV60 is covered in pleasing, soft-touch materials. Meanwhile, if you specify the optional Nappa Leather with Quilting, it feels even more luxurious. But it’s not just the quality that impresses; the rotary infotainment controller and proper metal switches not only feel great but also keep distraction to a minimum while driving.”

Towards the end of 2025, GV60 received a suite of sophisticated mid-cycle design enhancements throughout, further elevating the already well-acclaimed model. The redesigned, high-tech cockpit gained a new 27-inch connected car Integrated Cockpit (ccIC), which merged the infotainment and driver information systems across a large panoramic screen, creating a seamless, intuitive display. A new three-spoke heated steering wheel features across all specifications, with Hands-On Detection for an additional level of safety while on the road. In addition, a suite of new entertainment services was made available including Disney+, Netflix and Bloomberg Media.

“It is brilliant to see GV60 take home another title at the What Car? Awards. The recognition of Best Interior is a testament to the thoughtful design updates that underpin the latest model enhancement. It improves upon an already luxurious and logical interior that reflects the Genesis ‘Son-nim’ brand identity aligned with the needs of the customers, who are our honored guests. Genesis’ design philosophy is to create an environment that perfectly balances personal space and state-of-the-art technology, which is what sets the brand apart when it comes to our interior build quality,” said Ben Sargeant, Director of Genesis and Customer Strategy.

Genesis recently unveiled its first high-performance car that embodies this spirit, the GV60 Magma — inspired by the hidden potential energy of magma bubbling unseen beneath the earth’s surface. Sharing this DNA trackside is the GMR-001 Hypercar that will be piloted by the Genesis Magma Racing (GMR) team when Genesis makes its official motorsport debut at the World Endurance Championship (WEC) in Qatar this March.

Both the GV60 Magma and GMR-001 will be making a joint appearance at Davos, Switzerland, during the annual World Economic Forum from Jan. 19 to 23. The display will take center stage at the entrance of the Ameron Hotel.

The exhibition follows the Genesis Magma World Premiere in November 2025 and celebrates the start of sales of the GV60 Magma in Korea, which began on Jan. 13. By showcasing both the production model and the Hypercar together, Genesis reinforces the inseparable relationship between its luxury road cars and its elite racing program.

The Genesis Trajectory: Luxury Meets High Performance

Since its inception, Genesis has cultivated a reputation for luxury and innovation. At the 10-year anniversary of the brand in November 2025, Genesis unveiled the GV60 Magma, a car engineered to reflect Genesis’ strategy of luxury high performance.

At the Genesis Magma World Premiere on Nov. 20, 2025, José Muñoz, President & CEO of Hyundai Motor Company, said, “Magma represents our declaration that the next ten years will be even more significant. We're not just building high-performance vehicles; we're redefining what a luxury high performance brand can be when Korean innovation meets global ambition."

This trajectory is about more than just endurance and performance — it’s about legacy.

Shared DNA On and Off the Track

Motorsport serves as the ultimate proving ground for advancing automotive innovation in mass-production vehicles. The extreme conditions encountered during high-speed racing — such as advanced aerodynamics, demanding cooling requirements and the sheer durability needed to endure grueling 24-hour competitions — create the perfect environment for pushing the boundaries of what’s possible in vehicle technology.

Through Genesis Magma Racing’s entry into motorsport and subjecting vehicles like the GMR-001 to the rigorous testing needed to succeed in racing, Genesis can uncover new ways to elevate performance, resulting in meaningful, long-term advancements across its entire product lineup.

These track-bred innovations are seamlessly integrated into the Magma DNA, establishing a strategic pathway for enhancing performance, driving technological breakthroughs and setting new benchmarks for luxury vehicles.

Manfred Harrer, Head of the Vehicle Development Tech Unit at Hyundai Motor Group, explained this at the Magma World Premiere: "The GV60 Magma stands as the bridge between Genesis and our Genesis Magma Racing team. What we learn from GMR feeds back into Magma Road cars, and future Magma models will help power our racing future. It’s a continuous loop of improvement."

From aerodynamics to handling precision, everything learned through racing refines the vehicles that customers bring home.

To illustrate the Magma DNA shared on and off the track, Genesis has produced a short film titled “Le Switch” featuring GMR drivers Andre Lotterer and Pipo Derani. It depicts the seamless relationship between the GV60 Magma production car and the GMR-001 Hypercar.

The video begins with Derani driving a GV60 Magma through the scenic coastal roads of the French countryside. Meanwhile, Lotterer finishes a test drive of the GMR-001 Hypercar overseen by GMR Team Principal Cyril Abiteboul at Circuit Paul Ricard in Le Castellet, France — the home base of the GMR team. Derani arrives at the circuit and parks in one of the pit lane garages at the same time Lotterer pulls over in the pits after completing his laps. Both men exit their vehicles, and the pit crew begins preparing the GMR-001 for Derani’s stint. Lotterer spots the GV60 Magma and grabs the key fob. As Derani steps up to the Hypercar to take over racing test duties, he notices the GV60 Magma is already gone. Lotterer is already enjoying the drive to a villa for much-needed rest and relaxation. Le Switch is seamless.

The GV60 Magma introduces a new expression of the Magma identity, bringing a more defined performance character to the Genesis lineup while maintaining the brand’s commitment to luxury, refinement and progressive design. As the first production model in the Magma program, it reflects Genesis’ approach to high performance across both road and race.

Genesis Magma Racing drivers Andre Lotterer and Pipo Derani will lead the brand’s Hypercar effort in the 2026 WEC season. As key figures within the program, they represent the performance expertise and competitive mindset that connect the GV60 Magma with the GMR-001 Hypercar, reinforcing the shared intent behind both production innovation and top-level endurance racing.

Together, the GV60 Magma and the GMR-001 Hypercar signal the future direction of the Magma program as Genesis expands its presence across performance, design and global motorsport.

As José Muñoz, President and CEO of Hyundai Motor Company, said, "What we learn on the track will continue to shape not just Magma, but the future of our brand as a whole."

The 2025 Genesis Championship was no exception. As the brand’s longest title-sponsored golf tournament, this event continues to serve as a platform to showcase how Genesis brings this philosophy to life not only for spectators, but also for the players and caddies. From elevated hospitality lounges to thoughtful touches on and off the green, the Genesis Championship exemplifies the brand’s commitment to excellence and care. But the final touch of Genesis’ unique brand of hospitality can be found in the Genesis model awarded to the one and only champion.

This year, on its grand stage, Junghwan Lee claimed the championship title, earning not just the coveted trophy but also a bespoke GV80 Black for himself. With his newly earned DP World Tour seed thanks to his triumph at the 2025 Genesis Championship, Lee has gained a foothold in the global arena, competing in the 2025 HSBC Abu Dhabi Championship in November and South Africa’s Nedbank Golf Challenge in December as his first tournament of the 2026 season.

Bespoke Luxury Befitting the Honor of a Champion

Genesis first gifted a bespoke Electrified G80 to the 2024 Genesis Championship winner Byeong Hun (Ben) An, a gesture meant to honor the excellence, performance and precision exhibited by the champion throughout the tournament.

As last year’s champion, Junghwan Lee was awarded an exclusive Genesis GV80 Black — a one-of-a-kind expression of the Genesis’ “Athletic Elegance” design ethos and innovative engineering ingenuity. Genesis Black is a trim exclusive to select Genesis models, distinguished by their striking black color theme that extends throughout the interior and exterior exuding understated luxury.

Upon opening the driver’s door, the eye is immediately drawn to the custom signature plate affixed to the arm rest. The plate is engraved with the year 2025 and Lee’s initials, the Genesis Championship trophy and the number of strokes that secured him the win. The signature plate was carefully crafted to complement the bold black interior of the Genesis Black series.

Continuing the theme are the headrests, each bearing the Genesis wing logo, the year 2025 and the player’s initials that are exquisitely embroidered on the smooth and supple black Nappa leather.

In addition, the doorsteps are adorned with bespoke engraving. The first-row doorsteps display the unmistakable “Champion’s Drive,” while the second row’s carry “Road to the World,” signifying how the Genesis Championship is an important pathway for Lee as he advances to the global golfing scene.

During the vehicle handover ceremony that took place at Genesis Suji, the Genesis Newsroom caught up with Lee who shared how he felt about his win and what it meant to him to be a new owner of a one-of-a-kind Genesis.

Genesis One of One Program: A Genesis Made for One

The Genesis One of One program, introduced in 2021 through a private showcase to its Middle Eastern customers, was officially launched in December 2023. Representing the pinnacle of personalization and craftsmanship, each model in the program is an exclusive creation, customized to reflect the personalities and preferences of its owner — from individualized design elements to bespoke features that ensure no two vehicles are the same.

Euikyeong Kang of Genesis’ One of One team, who oversaw the creation of Lee’s custom GV80 Black, said, “Although the 2025 Genesis Championship winner’s prize model is not a fully bespoke model from our One of One program, we focused on weaving into the car Lee’s journey to victory and entering the global stage through the Genesis Championship as a pathway. It showcases Genesis’ capabilities of expressing customers’ stories by adding personalized touches to their cars.”

Following its launch in the Middle East, Genesis plans to expand the One of One program to other key regions, including Korea.

Transcending Moments into Unforgettable Memories

From the grand stage of the Genesis Championship to the intricately designed interiors of Lee’s personalized GV80 Black, the brand continues to demonstrate its ability to transform extraordinary moments into lasting memories.

For Junghwan Lee, this bespoke GV80 Black is not just a trophy, but a testament to his achievement and a symbol of the painstaking attention to detail and sophisticated care Genesis extends to its champions.

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 6^th 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.

LE CASTELLET, France, Dec. 19, 2025 — In the year since Genesis Magma Racing was launched in Dubai in December 2024, the team has been incredibly busy. Over the last twelve months an entirely new team has been created, with staff and drivers recruited from across the motorsport spectrum. The team took its first racing steps as part of the Trajectory Program with the European Le Mans Series, while building and developing the GMR-001 Hypercar it will take into next year’s FIA World Endurance Championship. Reflecting on all the work that has been done, but also that which remains, Team Principal Cyril Abiteboul looks back on 2025. 

Can you sum up how 2025 has been for Genesis Magma Racing? 

“It's been a positive, busy and constructive year, in which we have not only delivered a great looking sports car but also built a racing team and established a team base that will be crucial in preparing ourselves over the winter. So, in all these areas, it's been busy, it's been productive, but also very rewarding to orchestrate so much change in just one year.” 

What has been the most difficult part about building a team from scratch? 

“Building up a group of people is tricky, especially as we were creating a brand-new team in a new location. We had to find the people we wanted to bring in, but most of them were busy doing something else, so we had to give them the prospect of not just what we are now, but what we can become together by explaining what the project is about and getting them to believe in the project.” 

“The other big challenge was clearly on the powertrain side. We had very limited time to design the specific parts needed to adapt our WRC engine to the specific requirements of endurance racing to create the Genesis G8MR 3.2l Turbo V8. It was clearly a race against the clock. Everything happened very quickly, but we've been able to comply exactly with the schedule we set, from the very first crankshaft revolutions in the dyno in February, to, last week, hitting the 8,000-kilometer target that we had set ourselves.” 

How essential do you think the Trajectory Program and our partnership with IDEC Sport have been in preparing the Genesis Magma Racing team? 

“It was a good tool for us to get to know endurance racing and for endurance racing to get to know us. The ELMS season was also a great opportunity to assess drivers, and that certainly influenced our decisions about our lineup next year. It was also an opportunity for some team members to build a transition from rally into circuit racing.” 

“On track it was very positive. Usually, I'm a big fan of setting targets, but coming to ELMS, actually we had few sporting targets. Then, when success started to come, for sure, it was a great feeling and it began to draw more attention externally and internally, which was precisely the objective. I remember already after race one in Barcelona when we had the first win, I received lots of messages, almost surprised at what we could already achieve. With IDEC Sport, we clearly did well with three wins out of six races, but you still always want a bit more, so we were all a little frustrated of the final championship outcome, but again, it was never the main target for this season.” 

Can you summarize the on-track development we have done with the car? 

“From shakedown onwards, it was a succession of tests with clear plans and targets, and an action plan between each session. It's been busy, but it's been very structured. Our approach was ambitious and pragmatic at the same time – focused on problem resolution and we've done exactly that. What's been great is the number of things that were right straight out of the box. The chassis in particular. The behavior of the car and the reaction to setup change were immediately very good. ORECA gave us a very sound platform from which to build reliability and performance. There has been a good level of cooperation between us and ORECA, from the first test where Genesis Magma Racing staff were clearly outnumbered by ORECA but then came a tipping point as our team was growing. The transfer of responsibility took place very professionally, another demonstration of the very strong planning and execution this year by the team management, Chief Engineer Justin Taylor and Team Manager Anouck Abadie in particular.” 

What was the high point of the year, or a crucial point in the development of the car? 

“There were a few points, I think. First, in the test at Circuit Paul Ricard in summer, when the first feedback from André and Pipo about the general behavior of the car was positive. That was certainly good – there is nothing worse than having to fight for the balance of the car, but the development is far from being linear. We've been making some steps forward, but it's a very, very long process and we know that we are still very far from being able to extract all the lap time that is possible from the package.” 

How important of a milestone is the engine passing 8,000 kilometers during the Barcelona test? 

“It's a big milestone because it shows that it's possible, that there is nothing fundamentally wrong in the engine and in our development decisions. It's a clear demonstration of the capacity of our powertrain group to deal with very short timelines, but also some challenging early days and issues for which measures were developed successfully, and in time.” 
“It's obviously a motivation, because we know we have a product that has the capacity to reach the level we need. Quality control will be essential to make sure that it's not just a one off, but something that we can fully reproduce, and that powertrain technology becomes one of the recognized strengths of Genesis Magma Racing.” 

How does what the team has achieved compare to the goals that were set at the start of the year? 

“If I look at what we had to deliver, I think we delivered extremely well, but it will always be relative to where the bar is placed by our competitors, and we will only be able to find that out next year. In the GMR-001 Hypercar we have a car that has clearly strong potential. The team is maybe new but filled with individuals with huge amounts of experience in various categories. And finally, our lineup of drivers is a very strong balance of three champions – André Lotterer, Pipo Derani and Mathieu Jaminet, an exciting rising star in Mathys, and very established professional drivers with Paul-Loup and Dani. We have exactly what we need – now it's up to us to make the best out of it.” 

What are the next steps for the team and the car development in the first part of 2026? 

“There will be more test days before the first race. It's about trying to do as much as we can before the car goes through homologation, because then any changes will be more limited. That's why the start of the year will be extra busy. We need to have many more iterations on the software side, so that will be very much the focus, as well as working on all the procedures that will be critical when the season starts.” 

“Our target for the start of the year is for us to have both a car and team – including the drivers – that are reliable, making no mistake, focus on completing the race. If we can do that, then it will be about building competitiveness. Once again, it is all about planning for building the very solid foundations we will need in the years to come.”