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.

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.

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 

FOUNTAIN VALLEY, Calif., Nov. 21, 2025 — Genesis was named Best Luxury Car Brand by U.S. News & World Report as part of the publication’s 2026 Best Vehicle Brand Awards.

“At Genesis, we are committed to delivering vehicles that blend timeless design, advanced technologies and a refined driving experience,” said Tedros Mengiste, chief operating officer of Genesis Motor North America. “Genesis continues to elevate our product lineup, and this recognition from U.S. News as Best Luxury Car Brand is a testament to our continued focus on exceeding customer expectations.”

Genesis’ award-winning lineup includes both sedans (G70, G80 and G90) and SUVs (GV60, GV70, GV80 and GV80 Coupe), offering a comprehensive suite of advanced safety and convenience features, including Forward Collision-Avoidance Assist[i], Blind-Spot Monitor[ii], Surround View Monitor, Rear Cross-Traffic Avoidance Assist[iii], Parking Distance Warning, and Highway Drive Assist[iv].

In addition to a focus on leading safety, drivers can enjoy intuitive technology, such as an available 27-inch OLED display integrating the gauge cluster and infotainment system, available Bang & Olufsen® premium audio, Genesis Digital Key, as well as carefully crafted designs that reflect the brand’s “Son-nim”, or honored guest, elevated hospitality approach.

“Genesis has been consistently crafting world-class products and a premium customer experience for nearly a decade,” said Alex Kwanten, Autos managing editor at U.S. News & World Report. “That’s reflected in vehicles that regularly upstage established luxury competitors. Four Genesis models top their classes in our rankings, and particularly strong scores from the GV70 and G90 helped clinch this award.”

The U.S. News & World Report Best Vehicle Brand Awards evaluate 39 automotive brands across six key segments, including cars, SUVs, trucks, and luxury vehicles. To determine the award winners, U.S. News Best Cars averaged the overall score of all the given brand's products in each award class. The vehicle scores are derived from the U.S. News Best Cars rankings, which take into account a range of data points like safety ratings and reliability data, as well as the consensus opinion of the automotive press. The brand with the highest average score was designated the winner in that specific category. Genesis earned top honors in the luxury category for its consistently high ratings in quality, comfort, and innovation.

SEOUL, Nov. 19, 2025 — True luxury isn’t just about sophisticated design and cutting-edge technology; it’s about safety. More than a luxury vehicle, Genesis is a sanctuary where advanced safety features and exceptional craftsmanship come together to create an elevated driving experience.

Several of the marque’s models have been independently recognized for their safety features, passing the most strenuous safety testing with flying colors. Most recently, six Genesis models were recognized for their excellent safety performance by the Insurance Institute for Highway Safety (IIHS). 

Independently Recognized

The IIHS awarded the 2025 GV60, 2025-26 GV70 (built after April 2024), 2025-26 Electrified GV70, 2026 G80 (built after June 2025) and 2025 GV80 models the 2025 TOP SAFETY PICK+ (TSP+) rating. IIHS also awarded the 2025 Genesis G90 the 2025 TOP SAFETY PICK (TSP) rating. IIHS awards only apply to U.S. models.

But what is the IIHS and what do these ratings mean? The IIHS is an independent, nonprofit scientific and educational organization dedicated to reducing deaths, injuries and property damage from motor vehicle crashes through research and evaluation and through education of consumers, policymakers and safety professionals.

Based on a vehicle’s performance in crashworthiness tests (small overlap front, moderate overlap front: updated test, and side: updated test) as well as crash avoidance and mitigation tests (headlights and front crash prevention: pedestrian), the IIHS assigns a rating for each test.

To qualify for 2025 IIHS TOP SAFETY PICK, a vehicle must earn good ratings in the small overlap front and updated side tests and an acceptable rating in the updated moderate overlap front test. It also must earn an acceptable or good rating for pedestrian front crash prevention and come with standard acceptable- or good-rated headlights.

To qualify for 2025 IIHS TOP SAFETY PICK+, a vehicle must earn good ratings in the small overlap front, updated moderate overlap front and updated side tests. It also must earn an acceptable or good rating for pedestrian front crash prevention and come with standard acceptable- or good-rated headlights. 

Earning the 2025 IIHS TSP and TSP+ awards positively promotes Genesis’ reputation as a manufacturer of safe vehicles in the U.S. market. This is because American consumers trust the IIHS’s scientific and systematic safety evaluation methods. 

Raising Safety Standards

Earning these ratings is becoming increasingly challenging, as the IIHS’s evaluation standards have become more stringent over the past few years. In 2023, IIHS increased the weight and speed it uses in the side impact test. The same year, a nighttime vehicle-to-pedestrian front crash prevention evaluation was added. In 2025, IIHS updated the criteria to earn the 2025 IIHS TOP SAFETY PICK awards, including the requirement of better protection for second-row occupants.

Genesis welcomed the new, tougher criteria and stepped up to the plate. A total of six Genesis models earned the coveted 2025 IIHS TSP and TSP+ ratings under the more stringent IIHS regulations in 2025 — the 2025 GV60, 2025-26 GV70 (built after April 2024), 2025-26 Electrified GV70, 2026 G80 (built after June 2025), 2025 GV80, and 2025 Genesis G90. IIHS awards only apply to U.S. models.

However, over in Europe, Genesis has also won top honors from the European New Car Assessment Programme (NCAP). The Genesis G70, GV70, G80 and GV80 won “5-star” NCAP ratings in 2021, and the Genesis GV60 received a 5-star rating from NCAP in 2022.

Beyond Just Crash Testing

Genesis vehicles do well in independent safety evaluations because they are a part of a rigorous and comprehensive Group-level culture of safety technology development and testing. Before Hyundai Motor Group even releases a new model or submits it for outside testing, it tests it in-house at its R&D Center in Namyang, a 40,000-square-meter facility specifically designed and built in 2005 for thorough safety testing.

Within the Center, the Group spends about 4,000 hours and $7 million to run approximately 100 crash tests involving 27 different types of crash test dummies to make sure each new car model has the highest possible level of crash safety. The crash tests are only a small part of the safety testing process; most of the time is taken up in analyzing the crash results to extract meaningful insights. This data, combined with real-world accident reports from national highway and safety organizations worldwide, is used to develop and refine safety features, including innovations like the world’s first composite crash airbag developed by the automaker in 2019.

The result of all this testing is a comprehensive suite of preventative technologies that work together to reduce the likelihood of accidents. Here are some of the most notable safety technologies that can be found in Genesis vehicles:

Forward Collision-Avoidance Assist (FCA):  Uses a combination of radar and front-facing cameras to scan the road ahead for vehicles, pedestrians, cyclists and even oncoming traffic at intersections. If a potential collision is detected, the system issues visual and audible warnings to alert the driver. If the driver does not react to the warning sounds, FCA can apply partial or full braking to either mitigate or entirely avoid impact.

Blind-Spot Collision-Avoidance Assist (BCA): Uses radar sensors on the rear corners to monitor adjacent lanes for approaching traffic. If a vehicle is detected, a warning light appears in the side mirror and an alert sounds inside the cabin. If the driver ignores the warning and attempts a lane change anyway, the system can gently steer the vehicle back into its lane or, in some situations, apply selective braking to prevent a collision.

Advanced Airbags: Vehicles made by Genesis include 8-10 different airbags to protect passengers in a variety of potential collisions. Front airbags exist for both the driver and front passenger. Also included on the driver’s side is a driver’s knee airbag to prevent leg injuries in a head-on collision. Side airbags inflate between the driver and the door, and between the passenger and the door, to prevent injuries from side impact collisions. Between the driver and front passenger is also a center side airbag that pops in between the two seats, reducing the chance of first-row occupants hitting each other’s heads or other objects in the event of a side collision. Only 10 car models in the U.S. have this type of safety measure installed. There are also two rollover curtain airbags that deploy from both sides of the roof rails above the front and rear doors that further protect the heads of occupants in the car in the event of side impact collisions. They also deploy if a rollover is detected in models that have rollover sensors.

Note: Availability of models and configurations may vary by market.

SEOUL, October 15, 2025 — Hyundai Motor Group (the Group) signed a memorandum of understanding (MoU) with the APEC Preparatory Office under the Ministry of Foreign Affairs to provide official vehicles for the upcoming Asia-Pacific Economic Cooperation (APEC) Economic Leaders’ Meeting, set to take place in Gyeongju, Korea from October 31 to November 1.

About 200 vehicles will be deployed, including 113 Genesis G90 sedans, 74 Genesis G80 sedans, three Universe hydrogen electric buses, and two mobile office buses. The vehicles will be used as protocol vehicles and for operational support during the meeting, as well as at various related events beforehand.

The APEC Economic Leaders’ Meeting, returning to Korea after 20 years since the 2005 meeting in Busan, will bring together leaders and representatives from 21 member economies discussing key issues in trade, diplomacy, and sustainable development under the theme “Building a Sustainable Tomorrow: Connect, Innovate, Prosper.”

“It is a great honor for Hyundai Motor Group to sponsor the APEC Economic Leaders’ Meeting, especially as it returns to Korea after 20 years,” said Ilbum Kim, Executive Vice President and the Head of the Global Policy Office at Hyundai Motor Group. “We will do our utmost to contribute to the successful hosting of the APEC Economic Leaders’ Meeting in Gyeongju.”

By showcasing advanced mobility solutions and luxury sedans from Genesis, the Group aims to highlight the quality and competitiveness of its vehicles on the global stage.

The Group has consistently supported major international events by providing official vehicles, including the 2024 Korea-Africa Summit in Seoul, the 2023 G20 New Delhi Summit, the 2023 ASEAN Summit in Jakarta and the 2022 G20 Bali Summit. In addition, the Group provided vehicles for various APEC ministerial meetings held in Korea earlier this year.

A Gateway to Luxury for Central Asia

The Almaty Showcase has been designed as a comprehensive “3S” hub for sales, service and spare parts, offering an integrated customer experience that spans vehicle sales, test drives and after-sales services. Built on a site measuring 965.6 square meters with a total floor area of 1,705 square meters, the architecture of the three-story facility integrates the Genesis philosophy of “Athletic Elegance,” with an atmosphere defined by refined minimalism, meticulous attention to detail and a sense of quiet luxury.

Rooted in Korean traditions of hospitality, the space eliminates visual distractions to highlight the vehicles as if they were contemporary art in a gallery. Guests are warmly addressed as "Son-nim," or honored guest, in the reception area called "Tuh," which refers to a place that connects people with the land. It serves as a setting to build trust and authentic connections inspired by "jeong," the Korean word for empathy and care, and "deom," a Korean term for unexpected bonuses or extras that is part of a common and friendly practice in Korean culture — often associated with showing generosity or goodwill to customers.

Key models showcased at the opening include the G90 and G90 Long Wheel Base models. The facility also boasts innovative customer services such as delivered test drives and a Home-to-Home maintenance service, reflecting Genesis’ commitment to delivering standout customer-centered experiences.

Nurlan Smagulov, founder of Astana Motors, emphasized the brand’s ambitions, saying, “The opening of the first official Genesis dealership in Kazakhstan is an important milestone in the brand’s global growth strategy, as well as a major step forward in the development of Kazakhstan’s luxury automotive market. The flagship showcase expands access to Genesis luxury vehicles for Kazakh customers, offering them first-class service.”

Smagulov added, “Production of part of the model range has been carried out since autumn 2024 at the Hyundai Trans Kazakhstan plant, a subsidiary of Astana Motors in Almaty. All of this demonstrates that the Genesis brand has entered the region with serious intentions and long-term plans.”

Strategic Importance of Kazakhstan

Kazakhstan, a major hub connecting Europe and Asia, holds strategic value for Genesis. It is the first Central Asian market into which the luxury marque announced its entry in November 2024 as Genesis Auto Kazakhstan, part of Astana Motors. The nation also represents the largest automotive market in the region, with luxury car demand reaching approximately 7,000 units annually. The market has grown more than threefold in the past seven years, expanding from 60,000 vehicles in 2018 to over 200,000 in 2024. Industry analysts project significant growth potential for the luxury segment.

Recognizing the region’s potential, Astana Motors, Kazakhstan’s largest automotive firm, has partnered with Genesis to solidify the brand’s presence there. Astana Motors operates the Hyundai Trans Kazakhstan (HTK) assembly plant in Almaty, which has an annual production capacity of 80,000 Hyundai and Genesis vehicles. Last year, the plant began local assembly of Genesis models using the Disassembly Knock Down (DKD) method, a strategic move that enhances the brand’s ability to respond flexibly to market demand.

Job Creation and Industrial Growth

With its localized production capabilities, Genesis aims to establish long-term leadership in Kazakhstan’s luxury car market. Beyond its competitive pricing and demand responsiveness, Genesis also seeks to contribute to the local economy through job creation and industrial growth.

Global Expansion Via Two-Track Strategy

Genesis’ efforts in Kazakhstan align with its broader Two-Track strategy, targeting both emerging and advanced markets. In August this year, Genesis opened a new standalone showroom in Egypt, marking its official entry into the African continent. In Europe, the brand plans to expand beyond its existing markets in the U.K., Germany and Switzerland to include France, Spain, Italy and the Netherlands by early 2026.

Luxury Redefined with G90 and Beyond

At the Almaty Showcase opening, Genesis presented its flagship sedan, the G90, along with its long-wheelbase variant. Equipped with a 3.5-liter twin-turbo V6 engine delivering up to 375 horsepower, the G90 represents the pinnacle of the brand’s commitment to luxury, safety and innovation. The Long Wheel Base model exclusively features a 48-volt electric supercharger and all-wheel drive, delivering unparalleled comfort and executive status.

Nurbek Karagayev, head of Genesis Auto Kazakhstan distribution, said, “The launch of Genesis G90 sales in Kazakhstan is a landmark event for our market. The brand’s flagship, which has received the prestigious IIHS Top Safety Pick+ award, combines the highest level of safety, innovation and luxury comfort. We are confident that the G90 will become a symbol of luxury and set new standards for the luxury sedan segment in Kazakhstan.”

Alongside the G90 flagship models, the Almaty dealership also showcases the G80 sedan and SUVs such as the GV70, GV80 and GV80 Coupe, all recognized for their innovative safety systems.

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This collaboration is the result of a formal agreement between the Kuwaiti Ministry of Interior and Northern Gulf Trading Company, under which the ministry received a fleet of G90 vehicles. These vehicles have been customized to meet the official specifications and design standards approved by the ministry’s General Traffic Department.

This milestone further reflects the growing trust that Genesis enjoys among governmental institutions in Kuwait. In 2021, the G90 was selected by the National Assembly of Kuwait as the official transportation vehicle for its members, demonstrating the brand’s reliability and its capability to meet the highest standards of official use.

Omar Alzubaidi, CEO of Genesis Middle East & Africa, stated, "We are honored by the Ministry of Interior’s selection of the Genesis G90 for official ceremonial and protocol use in Kuwait. This milestone reflects the growing recognition of Genesis as a trusted luxury mobility partner across the region. The G90 exemplifies our unwavering commitment to safety, innovation and refined design — values that align with the high standards of governmental institutions. We look forward to continuing to support Kuwait’s leadership with premium experiences that embody the true essence of modern luxury."

Commenting on the agreement, Raed Turjuman, CEO of Northern Gulf Trading Company, said, "The adoption of the Genesis G90 as the official vehicle for ceremonies and protocol is a source of immense pride for both our company and our brand. It reflects the significant trust placed in us by the Ministry of Interior. We are fully committed to delivering a premium experience that aligns with this trust and will provide continued support to ensure the highest level of service throughout the duration of this partnership. We are confident that this decision will further elevate Genesis’ standing as one of the leading luxury automotive brands in the Kuwaiti market."

Turjuman added, “Genesis has succeeded in meeting the expectations of its clients by offering exceptional models that blend luxury, advanced engineering and innovation, delivering a driving experience unmatched by any other brand. We believe Genesis will continue to make steady progress toward further excellence, and our commitment to delivering superior services will lead to even greater achievements.”

With its status as Genesis' flagship model, the G90 combines refined design with cutting-edge technology, ensuring the highest levels of comfort and safety on the road. As one of the most luxurious full-size sedans in its class, the G90 boasts an elegant exterior design and a richly appointed cabin crafted from premium materials and integrated with the latest technologies. It is powered by a 3.5-liter twin-turbo V-6 engine that delivers up to 375 horsepower, paired with an 8-speed automatic transmission, offering a smooth and well-balanced driving experience.

The G90 is equipped with a multi-chamber air suspension system and rear-wheel steering that enhance ride comfort and agility. Additional advanced features include automated controls such as soft-close doors, a virtual space system and mood curator technology, all designed to elevate the driving experience to new heights of luxury and sophistication.

Disclaimer: The vehicles in the photos are for ceremonial use.

At Genesis, there just never seems to be an end to them.

“I’m an auto engineer, and I’m quite a passionate one,” says Harrer, Head of the Vehicle Development Tech Unit at Hyundai Motor Group (the Group). “With my roots in vehicle dynamics and performance, my latest mission to marry Genesis’ premium luxury approach with a performance approach is incredibly exciting.”

The Genesis Newsroom recently sat down with Harrer near his office at the Namyang R&D Center in Hwaseong, Korea, to learn more about the brand’s high-performance Genesis Magma initiative and plans to introduce hybrid electric vehicles (HEVs) and extended-range EVs (EREVs).

How is progress coming along for Genesis Magma?

The first Magma model to go into production will be the GV60 Magma, and our planning for this, to bring this to the market, is really very, very aggressive.

From a technical standpoint, what do you think Magma signifies for the Genesis brand?

The Genesis brand right now stands for premium luxury refinement. It’s optimized. It's a very comfortable experience, perfect for premium luxury. Magma is the performance bridge leading to more powerful engines, a bolder stance, a wider body and a lower ride height. Magma is aimed at the customer who wants more horsepower, higher top speed, and bold and sporty optics in each segment.  

How about Genesis’ entry into the realm of motorsports? What impact do you think it will have on the brand’s overall tech advancements?

Motorsports is the toughest testing environment you can find in the auto world. We’re talking about high speeds, aerodynamics, cooling strategies and durability enough to last 24 hours. The things we learn coming out of these races can create a great opportunity for all of us to further enhance our products.

What innovative technologies are currently being developed for future Genesis models?

We’re working day and night to build Genesis-dedicated technologies. Digital experience is super important for us, and so are next-generation propulsion systems, which will allow us to gain even more power and more fuel efficiency.

Is there anything a bit more specific you can share about the future lineup, for instance, the flagship G90?

We are currently enhancing the G90 with numerous ideas for new technologies, including digital experience and improvement to ride quality. We’re also looking forward to more powertrain variations, which go in tandem with our broader efforts to optimize our whole propulsion lineup encompassing electrified and hybridized solutions. 

So the G90, now based on an internal combustion engine (ICE), could have more variations in terms of powertrain?

Definitely. More variations are coming.

Let’s talk about EVs. How do global trends like the EV chasm influence your R&D strategies?

The EV chasm, with this gap between early adopters and the market, is really about the fact that completely transforming or transferring to EVs is taking longer than expected. It's a hard lesson for the whole automotive industry right now and we must react and innovate. We cannot push so hard and bring only EVs to the market. It was a bold goal from us years ago, but we must adjust and face the reality of differences in our customers — that not every customer is ready to go there.

What we’re doing in the meantime is developing hybrid and other hybrid-similar technologies for our customers before we can really go 100-percent EV, 100-percent zero emissions. We will soon offer a larger variety of new EV cars and updated or new Genesis models, with modern propulsion lineups, like the hybrid I mentioned already, or even alternative technologies like the EREV.

Speaking of hybrids and EREVs, when will the first Genesis production model of each hit sales?

Believe it or not, a couple of days ago we had a test drive of our future lineup with hybrid propulsion. This is going full steam, but now is not the right moment to reveal the exact date when we can really bring it to the market. But I promise you, we are working intensively to bring it sooner rather than later. And this is really advanced technology. It fits perfectly with the brand’s premium luxury approach and is the next step for our electrified propulsion.

How will EREVs improve the overall driving experience?

The beauty of EREVs lies in combining EV driving characteristics — instant high torque and serene cabin space — with a longer range. It’s kind of a modern hybrid: You can use it as an EV on a daily basis, but if you have to take a long trip, say, from San Francisco to Las Vegas, and you don’t want to carefully plan your route around EV charging stations, it provides seamless driving with the ICE generating electricity for you. This freedom is generating a lot of excitement around the world.

But there’s more to EREVs than range. There’s also the ample power for towing capacity — the energy to tow something like a horse trailer — which remains an unsolved issue with EVs.

How is Genesis collaborating with other companies in the area of EV batteries?

We’re a Korean brand, and the advantage I see here is that we have a strong network of Korean partners that thrive globally. They have battery know-how and technology, and we speak the same language and share the same culture, which allows seamless collaboration and innovation. It’s truly an outstanding environment for an OEM [original equipment manufacturer] like Hyundai to have these partners to work together on not only traditional cells but also on performance cells you will see in the future.

A couple of years ago, the Group announced it would develop a next-generation EV platform aimed at providing significant improvement in driving range on a single charge compared to the Group’s current E-GMP platform. Will this platform also be adaptable to HEVs and EREVs?

We are indeed developing an EV-focused platform dedicated to Genesis that’s aimed at improving driving range on a single charge. Furthermore, to overcome the EV chasm and respond to market conditions, we have begun upgrading this platform to make it adaptable to future tech like EREVs.

What strategies are being employed to maximize driving performance in this new EV/EREV platform?

We can’t do much about the weight of the underfloor batteries in EVs. What we can do, however, is modify weight distribution within the vehicles by optimizing the placement of various components and adjusting the balance of systems. For example, different types of tires could be used at the front and rear to enhance the grip level. Another way would be balancing the drivelines. In the future, you will see more drive-oriented, more powerful e-motors with a rear-wheel bias. This would bring balance by pushing the vehicle from the rear.

What’s really important is that we are now working on a new kind of torque vectoring system for future Genesis models, especially Magma, really cutting-edge, which will bring back agility at every speed. The combination of that with smart tire selection will bring dynamic and performance to the car, despite the mass.

It’s been a year since you’ve joined the Group. Compared to your previous roles working at other car companies in Europe, what particular strengths have you noticed so far in the way of working at Genesis?

What fascinates me most about the Group as a whole, not just Genesis, is the vertical integration. We have about 40 partners and affiliates with whom we work closely together in an intricate automotive value chain. It’s quite unique to see a deep understanding of practically everything — from customer requirements to the manufacturing of small components — and I think this is what makes a huge difference and gives us a lot of innovation power.

What excites you most about the future of Genesis?

I’d have to say combining Genesis’ premium luxury approach with a performance approach. We have really great products in the pipeline that will allow us to create a new foundation and open a new chapter. And most importantly, we have passionate colleagues who will help us get there.

FRANKFURT, Germany, May 21, 2025 — Genesis Motor Europe and luxury watch and jewelery maison Chopard have teamed up on the French Riviera for two weeks of seaside luxury. 

As the automotive partner of Chopard at Cannes, Genesis will provide bespoke chauffeur services to Chopard’s VIP guests as they navigate their annual Cannes activities. The renewed collaboration promises to bring together Genesis’ bold design language of “Athletic Elegance” as well as its vibrant Korean spirit and style with Chopard’s world-renowned design, luxury and elegance. 

The Genesis chauffeur fleet consists of 30 cars, including 10 of the brand’s luxury G90 sedans, and is exclusively available to Chopard guests staying at the Martinez Hotel, where they can also enjoy access to Chopard’s signature Rooftop Lounge hospitality. The Genesis lineup is also available to Chopard’s celebrity talent and brand ambassadors for the full duration of the event.

The chauffeur fleet will support Chopard guest attendance at a variety of annual Cannes events sponsored by the illustrious maison, including transport to and from the red carpet, the amfAR Gala Cannes and the Trophée Chopard, reaching a pinnacle at the Chopard Gentlemen’s Evening tonight.

Genesis Brand Partner and Chopard Ambassador Jacky Ickx, who attended the Chopard Universe evening on May 19, will return to Cannes and the Chopard Rooftop to attend the maison’s Gentleman’s Evening alongside Genesis Magma Racing driver André Lotterer.

Lotterer will also visit the Chopard Rooftop today, before joining up with the European Le Mans Series (ELMS) Genesis Magma Racing Trajectory drivers for his team debut at the 24 Hours of Le Mans in June. So far in this year’s ELMS Le Mans Prototype 2 (LMP 2) series, drivers Jamie Chadwick, Daniel Juncadella and Mathys Jaubert have claimed two victories at the 4 Hours of Barcelona and the 4 Hours of Le Castellet.

The two-week program in Cannes marks a revival of the two maisons’ successful collaboration in Switzerland last year, where the 2024 x Gran Berlinetta Tribute was showcased to honor Ickx at Chopard’s Evening with the Belgian racing legend.

Commenting on the partnership with Chopard, Genesis Motor Europe’s Managing Director Xavier Martinet said: “It is a privilege to be able to work alongside such an established luxury maison like Chopard once again. With its creative designs, high-quality craftsmanship and vivacious spirit, Genesis is the perfect complement to Chopard's activations in Cannes this year.”

FOUNTAIN VALLEY, Calif., Jan. 31, 2025 — Car and Driver recognized seven Genesis models in its 2025 Editors’ Choice Awards. The Genesis G70, the G80, the Electrified G80, the G90, the GV70, the Electrified GV70 and the GV80 were named as winners in their respective categories after editors carefully tested, evaluated and scrutinized nearly 500 vehicles on the market today. 

“At Genesis, we are fully committed to delivering vehicles with timeless designs, advanced technologies and an exceptional driving experience,” said Tedros Mengiste, Chief Operating Officer of Genesis Motor North America. “Our product lineup is rapidly evolving to meet consumer needs and having multiple Genesis models included in the Car and Driver Editors’ Choice Awards for the third consecutive year is a testament to this.” 

Each vehicle recognized by Car and Driver has been deemed the best at fulfilling its mission while also offering great value and a rewarding driving experience. The criteria used to determine the vehicles selected for the Editors’ Choice list include the results of Car and Driver’s rigorous testing, editors’ subjective evaluations of each vehicle’s performance, how well a vehicle fulfills its intended mission, and the ranking each vehicle earns within its market segment versus its competitors. 

The following is the full list of Genesis vehicles recognized in the 2025 Car and Driver Editor’s Choice Awards:

• The Genesis G70 – Entry-Luxury Car 
• The Genesis G80 – Mid-Size Luxury Car 
• The Genesis Electrified G80 – Luxury Electric Car 
• The Genesis G90 – Full-Size Luxury Car 
• The Genesis GV70 – Compact Luxury SUV 
• The Genesis Electrified GV70 – Luxury Electric SUV 
• The Genesis GV80 – Mid-Size Luxury SUV 

That's how Minhee Ryu, Youngju Oh and Hyesoo Kim approached the task when they were assigned to develop the blackout versions of the GV80 and the GV80 Coupe. 

Ryu joined as a Senior Designer with the Genesis CMF Team, Oh as a Senior Manager from the Genesis Brand Marketing Planning Team, and Kim as a Manager of the Genesis Product Planning Team. 

With four Genesis Black models now launched in Korea and plans underway for expansion into other markets, the trio is confident that the brand has successfully set itself apart from the league. 

Four Genesis Black models have been launched so far: the G90 Black, the GV80 Black, the GV80 Coupe Black and the G80 Black. How did the all-black trim come to life? 

Oh: When we first began planning the project, we reflected on what the color black means for the brand. This intrinsic question led us to examine our very name, Genesis, which means beginning and creation. Everything starts from black; black is the origin of everything. In this sense, we felt that both Genesis and black symbolize creation, and particularly a focus on essence. By blacking out all exterior and interior elements, we are showcasing the pinnacle of our brand identity, “Athletic Elegance.”

What makes Genesis Black different from the all-black trims of other brands? 

Kim: It’s all in the details. When you look at the all-black trims offered by other brands, you will notice they allow flexibility in some interior and exterior colors, which causes the black areas to stand out like accessories. In contrast, every element of a Genesis Black model, big or small, is uniformly black. Just pure black. This creates a harmonious blend that underscores black’s elegance. 

How small of a detail are we talking about here? 

Kim: Not just the Crest Grille, wheels, emblem, wood garnishes and door steps, but even the tiny buttons and switches were all developed as Genesis Black-exclusive details that required changes in our manufacturing methods. Even the Bang & Olufson logos on the speakers were made in a darker shade. 

Looking back, what was the hardest part of the development process? 

Ryu: Creating an all-black trim doesn’t mean we simply grabbed a paintbrush and colored everything in one stroke. We had to experiment with dozens of black variations for each material, carefully considering how they interact with light. We then tested how these materials looked in conjunction with other components and the overall ambiance they created. For example, when we were working on the Black Ash Real Wood Trim, we went through endless rounds of sampling processes to create the natural mix of black and wood patterns. We ultimately ended up applying a subtle brass color to the wood grain area to enhance the luxury feel of the wood while ensuring it matched with the surrounding elements. 

Kim: Considering how each vehicle contains tens of thousands of parts, changing just one — even its color — prompts a chain of questions we have to investigate and think through, like how they will affect operations on the factory line. 

Genesis Black also marks the first time the brand used recycled materials. How did that go? 

Ryu: As a brand, we’re all about finding interesting new materials that would elevate the driving experience. For Genesis Black, we used recycled materials and natural substances that require special manufacturing processes. For instance, the seats in Genesis Black models use carbon black powder extracted from discarded tires. Some of the dyes and oils used in the leather dyeing process have been replaced with pine bark and flaxseed oil. About 20 percent of the yarn used in the car floor carpets is made from recycled nylon derived from discarded fishing nets, while the floor mats incorporate modal fiber sourced from beechwood.

It's been about a year since the first Genesis Black model — the Genesis G90 Black — was released in Korea. How have customers responded so far? 

Kim: The G90, which was already popular in black, has become even more favored with the all-black theme. With the G90 Black, we aimed to attract a younger demographic compared to the traditional G90, and sales figures indicate we have successfully achieved this goal. 

Before we go, how do you hope customers will connect with Genesis Black? 

Oh: We hope our customers take pride in owning a Genesis Black. We want them to feel so connected to their vehicle that whenever they mention they drive a Genesis to their friends or family, they highlight one additional detail: that it’s a Genesis Black. 

With the redesigned Electrified G80 being 130 millimeters longer than its predecessor, Jungwoo Lee, Research Engineer at the Genesis R&H Test Team, explains how he and his colleagues approached a core mission for the brand’s latest EV sedan: enhancing comfort in the back row. 

What was the key focus in improving ride and handling for the redesigned Electrified G80? 

When I first laid eyes on the redesigned model, the extended wheelbase immediately caught my attention. Our focus for this model quickly became recreating the exceptional ride comfort of our flagship Genesis G90, particularly in the back seats. We wanted to make a rear space where people could attend to their personal business and truly relax. To achieve this, we significantly upgraded our suspension system, allowing the vehicle to effectively absorb road vibrations and jolts, resulting in a smooth and comfortable ride under any circumstances. 

The redesigned model is heavier, too, with all the added convenience features and increased high-voltage battery capacity. How did this affect the model’s overall ride and handling? 

The redesigned Electrified G80 weighs 2,365 kilograms, which is 90 kilograms, or 4 percent, heavier than the previous model. From an engineering perspective, this increase in mass results in greater inertia, which means that more control is required to effectively handle the vehicle. In other words, more force, such as engine output and brake force, is needed to initiate and stop the vehicle. In terms of ride comfort, this weight increase leads to a more sensitive response to different road surfaces. As for handling, even subtle changes in steering can easily destabilize the car, requiring the driver to remain vigilant to maintain control. To address these challenges, we implemented a robust suspension setup. 

How exactly was the suspension improved? 

Among significant upgrades, the replacement of the rubber bushing — mounted on the front side of the rear crossmember — with hydro bushing proved to be particularly effective in upgrading the comfort of the rear seats. Suspension bushings have non-linear characteristics, which means that the frequency range of resonance induced by vibrations on the road varies. Resonance leads to increased noise transmitted to the interior. But hydro bushings improve driving vibration and rear-seat comfort by creating a fluid circuit to attenuate external vibrations at a specific peak frequency. Stabilizer bars, which control the vehicle’s roll [lateral movement], were also upgraded with newly applied steel-cut bushings that reduce vertical stiffness to offset road vibrations. 

Other efforts we undertook to improve suspension include installing various bushings in the front and rear suspension systems to minimize road noise, as well as applying rebound springs to the rear shock absorbers to lessen the impact of compression and expansion during vertical movements. 

What can drivers expect from the newly adopted Rear Wheel Steering system?

The Rear Wheel Steering system operates in two main modes: reverse phase, where the front and rear wheels turn in opposite directions; and parallel phase, where the front and rear wheels turn in the same direction. These modes are designed to provide improved handling and maneuverability during low-speed and mid- to high-speed driving, respectively. While the specifications and functionality of the Rear Wheel Steering system in the Electrified G80 are the same as the ones in the G90 and the G80 Sport models, the one in the Electrified G80 has undergone specific tuning to optimize back-seat comfort.

How much of a difference does this Rear Wheel Steering system make? 

The reverse phase mode of the Rear Wheel Steering system allows the rear wheels to turn up to 3.5 degrees in the opposite direction of the front wheels. This reduces the turning radius of the vehicle, providing greater convenience in situations like U-turns, navigating narrow streets, parking and exiting parking spaces. It’s almost like you forget the car is even 5.1 meters long. Without such a Rear Wheel Steering system, the previous Electrified G80 had a minimum turning radius of 5.81 meters. Now, even with a 130-millimeter longer wheelbase, the minimum turning radius of the redesigned model is 0.38 meters shorter than before. This allows for far more precise maneuvering on tight roads. 

And what about the parallel phase mode? 

The parallel phase mode of the Rear Wheel Steering system allows the rear wheels to turn up to 2 degrees in the same direction as the front wheels. This increases driving stability and rear-wheel tracking when making high-speed turns or quick lane changes at speeds of 60 kilometers per hour or above. The threshold for switching between the reverse phase and parallel phase modes also varies depending on the driving mode, adding to the excitement and enjoyment of driving. For example, in Comfort Mode, the mode switches to parallel phase mode once the speed exceeds 60 kilometers per hour. However, in Sport Mode, the mode switches at speeds of 80 kilometers or above, offering a dynamic and exhilarating driving experience when taking corners quickly. 

The redesigned Electrified G80 also comes with the newly applied Chauffeur Mode. 

The new model is fitted with Electronically Controlled Suspension with Road Preview (Preview ECS), which scans the road ahead with a forward-facing camera and navigation map data. Preview ECS preemptively detects ridges and automatically adjusts the suspension’s damping force to minimize abrupt bounces and jolts. Chauffeur Mode utilizes the damping control function of this Preview ECS to minimize the rear-end movement of the vehicle. It effectively controls bounce [vertical movement of the vehicle's center] and bump pitch [forward and backward tilting movement], providing a significantly smoother ride when encountering large shocks. 

The redesigned model has further been refined to enhance the motor torque and friction resistance of the motor-driven power steering system. This modification effectively minimizes the yaw motion [rotational movement around the vehicle's center axis] of the vehicle, especially during turns.

Was the added Chauffeur Mode for the brake system also intended to increase comfort in the back row? 

Brake modes can be independently configured by the driver through the infotainment monitor. Using the Integrated Electronic Brake (IEB), the driver can separately adjust the pedal stroke and brake hydraulic pressure to create a unique braking feel. The redesigned Electrified G80 is equipped with a recalibrated IEB that befits its stature as the brand’s flagship EV sedan. 

The newly added Chauffeur Mode provides a focused braking feel that boosts maneuverability, allowing for even smoother and more comfortable control over the vehicle's movement. While the Chauffeur Mode functions differently as a driving mode compared to the Chauffeur Mode as a brake mode, both ultimately contribute to enhancing rear-seat comfort.

Disclaimer: Specifications may vary depending on region. Please contact your local Genesis retailer for more information. 

SEOUL, Oct. 2, 2024 — Genesis today unveiled the GV80 Black and the GV80 Coupe Black, presenting an all-black finish that permeates every intricate detail with sophistication and refinement. 

It’s the second time Genesis has released a Black model, following the successful launch of the G90 Black in Korea last March. 

Genesis Black models are defined by their captivating dark-black color theme that extends throughout the interior and exterior, flawlessly embodying the essence of Genesis’ design philosophy “Athletic Elegance” in its purest form. 

All visible exterior features in the GV80 Black and the GV80 Coupe Black are finished in black, including the radiator grille, bumper garnish, front emblem, daylight opening (DLO) molding, roof racks and rear bumper molding. Even lesser visible details like the headlamp inner side bezels are black, completing the sleek look. 

Both SUV models come standard with 22-inch glossy black wheels and black floating center caps, the latter of which are exclusive to Genesis Black vehicles. The tailgate is adorned solely with the Genesis emblem in dark metallic lettering, adding the finishing touch to their unique presence. 

The interior is characterized by consistent black accents throughout, with distinctive materials further enhancing the sense of tranquillity. 

Black finishes are applied to various interior elements such as knobs, switches and glass accents of the shift-by-wire (SBW) system, as well as the leather stitching and button that opens the glove compartment. Enhancing the luxurious appeal are real wood garnish, exquisitely quilted seat leather with piping, as well as premium car mats.

As a sportier alternative to the GV80, the GV80 Coupe offers three powertrain options, all based on gasoline: a turbocharged 2.5-liter inline-four engine that makes 304 horsepower; and a twin-turbocharged 3.5-liter V-6 that produces 380 horsepower, while the same engine coupled with a 48-volt electric supercharger (e-supercharger) spikes its output to a higher 415 horsepower. 

Available only in the GV80 Coupe and Genesis’ flagship sedan G90, the e-supercharger stands out as a defining feature that simply cannot be overlooked. 

How It Works 

While the e-supercharger in the G90 focuses on providing smooth and comfortable rides, the one set aside for the GV80 Coupe has been specifically tuned to provide rapid response and acceleration. 

When compared with the twin-turbocharged 3.5-liter V-6 engine, the twin-turbocharged 3.5-liter V-6 engine mounted with an e-supercharger incorporates a 48-volt mild hybrid starter-generator (MHSG) along with a 48-volt e-supercharger, which together provide more power assistance, improve low-end turbo lag, enhance responsiveness and increase fuel efficiency. 

To boost maximum output, the capacity of the turbochargers installed on each side of the engine with an e-supercharger has been increased, while in relation to this upgrade, the water-cooled intercooler capacity has been improved to enhance cooling performance and responsiveness. 

In addition to assisting power, the 48-volt MHSG performs the role of recharging the 48-volt lithium battery during regenerative braking, all the while functioning as a generator and starter motor.

A key feature of the e-supercharger-assisted engine is that its two-stage boosting system ensures responsiveness at low engine speeds. 

Typically, a turbocharger uses exhaust gas to spin the turbine following combustion in the engine, which then drives a compressor wheel to compress air into the engine, increasing output. Enhancing the turbocharger’s capacity can increase airflow and ultimately boost maximum output, but this normally leads to longer compression times. Therefore, when the engine is under load or operating at low speeds, it can cause a delay in acceleration or slower throttle response. 

The 48-volt e-supercharger, however, addresses these drawbacks by activating at speeds below 1,750 revolutions per minute. It compresses air behind the compressor wheel and delivers it to the engine, increasing low-end output and reducing turbo lag. When the engine reaches higher revolutions per minute, where the turbochargers alone are adequate for boosting, the air bypasses the e-supercharger and is directly supplied to the engine intake manifold. 

Airflow is controlled by the mechanical bypass valve. It has a spring inside that opens and closes the air path based on a steady difference in air pressure, which prevents sudden fluctuations in air supply to the engine when the e-supercharger is activated. 

Unlike a regular 12-volt e-supercharger found in traditional engines, a 48-volt system can deliver a significant amount of air to boost engine output. Another advantage of the 48-volt e-supercharger is that it’s powered by an electric motor, making it more efficient than traditional mechanical superchargers that rely on engine power. 

Thrilling Driving Pleasure 

The e-supercharger-boosted engine not only increases maximum power and torque compared to the standard twin-turbocharged 3.5-liter V-6, but also alters the way power is delivered. The stark difference is evident when comparing torque and power graphs of both engine types. 

While both engines reach peak torque at 1,300 revolutions per minute, the torque graph of the twin-turbocharged 3.5-liter V-6 rises sharply before that, resulting in a subtle fluctuation in output. Whereas with the other type of engine, because the e-supercharger assists the engine at lower revolutions per minute, it reaches peak torque more smoothly, and the torque decline after 4,500 revolutions per minute is more gradual.

When switching to Sport Plus Mode, the e-supercharger-assisted engine provides a more aggressive control over the output and torque, giving a strong push feel when shifting up gears and automatically adjusting the revs when downshifting. A newly added launch control feature maximizes acceleration from a standstill. 

To complement the improved engine performance, the running performance has also been refined. The damper tuning that supports the vehicle’s chassis has been modified to reduce rolling and pitching movements, allowing for better control of the vehicle. The steering system has been fine-tuned as well to enhance steering stability. The enhanced exhaust sounds add an extra level of excitement to the overall driving sensation.

Improved Fuel Efficiency 

The GV80 Coupe’s e-supercharger-equipped engine also offers improved fuel efficiency and reduced carbon emissions, chiefly thanks to the MHSG. The MHSG performs the role of a starter motor, turning the engine crankshaft as soon as the engine is started. With higher output than a conventional starter motor, it provides excellent startability. Its connection to the engine via a belt further allows for effective reduction of vibrations and noise. 

During steady driving, the MHSG uses power from the 48-volt lithium battery to supply the needed energy to the drivetrain system. During deceleration, the MHSG performs regenerative braking, collecting energy back into the 48-volt battery.

During inertial driving, when the accelerator pedal is not pressed and the vehicle is coming to a stop, the MHSG system engages the Extended Idle Stop & Go (ISG) function, which cuts off fuel injection to the engine — a stark contrast to the conventional ISG, which only operates when the vehicle is completely stopped. 

Compared to the turbocharged 3.5-liter V-6, the e-supercharger-boosted engine matched with 22-inch wheels offers a 3.85-percent improvement in fuel efficiency (0.3 kilometers per liter) and a 3.64-percent reduction in carbon emissions (8 grams). 

Disclaimer: Specifications may vary depending on region. Please contact your local Genesis retailer for more information.

BUSAN, Korea, June 27, 2024 — The Genesis X Gran Racer Vision Gran Turismo Concept was unveiled for the first time today at the Busan International Mobility Show 2024 (BIMOS), highlighting the brand’s bold leap into the realm of high-performance luxury mobility. 

With the X Gran Racer VGT Concept being a part of the high-performance Genesis Magma program, today’s event marked the first time that a Magma vehicle was shown to the Korean public. 

The redesigned Genesis Electrified G80, which made its world premiere at the 2024 Beijing International Automotive Exhibition (Auto China) on April 25, was also showcased for the first time in Korea today at BIMOS. 

Making its Asian debut at BIMOS was the Genesis Neolun Concept, following its global premiere in New York on March 25. 

“Genesis is constantly pushing the boundaries to deliver its unique values of safety, comfort and cruisable driving experience,” said Global Head of Genesis Mike Song. “As Korea’s leading luxury brand, we will always attentively listen to the voices of our customers, ensuring their desires are our utmost priority. 

Exterior: A Symphony of Form and Function 

The X Gran Racer VGT Concept is a derivative of the earlier revealed Genesis X Gran Berlinetta Concept, and the brand’s fourth vehicle developed for the Gran Turismo digital racing game series. 

The X Gran Racer VGT Concept features enhanced ground effects, optimizing the vehicle’s aerodynamic qualities and road-holding capabilities. Active aerodynamic flaps, electronically controlled for precise adjustments, ensure optimal airflow management, while the flat underbody design further reduces drag and improves vehicle stability. 

The Two-Line Crest Grille lamp design, inspired by the X Trilogy Concept, extends from the front to the sides and rear, creating a cohesive flow that optimizes airflow and enhances overall performance. 

The larger front splitter, rear diffuser, strategically placed canards on the front fascia and a more aggressive rocker panel all contribute to further enhance aerodynamic high-speed stability. 

On the side, the elongated dash-to-axle ratio positions the driver and powertrain toward the rear, creating a mid-engine layout. 

The long wheelbase and relatively short front overhangs result in a timeless proportion that epitomizes Genesis’ enduring aesthetic. 

Wheel-centric energy is elegantly expressed through the voluminous fenders, which, together with the parabolic lines, create an iconic silhouette that exudes the car’s unique character. 

The X Gran Racer VGT Concept’s rear design seamlessly integrates the powerful Two-Line character from the front and side profile into an elliptical concave volume, visually expressing the car’s concentrated energy. The dynamic interplay of body volumes and technical aerodynamic elements creates a bold and purposeful stance. 

The real carbon fiber rear wing, meticulously designed with aerodynamics in mind, enhances downforce for improved stability, while the vertical rear lights integrated into the wing ensure visibility for following vehicles, even in extreme racing conditions, prioritizing driver safety. 

The striking Magma color, embodying Genesis’ high-performance spirit and passionate brand identity, complements the real carbon fiber elements, adding a touch of exclusivity and refinement, while completing the vehicle’s unique and captivating presence. 

Interior: The Beauty of White Space 

Genesis’ design philosophy, “The Beauty of White Space,” finds its purest expression in this concept, where minimalism and performance converge in perfect harmony. Inspired by the relentless pursuit of speed and precision in racing, the interior has been meticulously crafted to prioritize essential functions while elevating the driver’s experience. 

True to its race-centric design, the interior of the X Gran Racer VGT Concept exposes structural elements that minimize weight while accentuating its core focus. With control switches incorporated into a structural divider under the instrumental panel, a fully integrated roll cage, a roll bar element behind the headrests and stronger cross beams in the door, the X Gran Racer VGT Concept is as functional as it is beautiful. 

Digital Panorama Interface 

The Digital Panorama Interface seamlessly integrates essential vehicle information into a panoramic display, providing the driver with a comprehensive overview at a glance. 

The intuitive interface minimizes distractions and maximizes situational awareness, allowing drivers to make informed decisions with lightning speed. 

Color and Materials 

Carbon fiber accents throughout the interior exude an aura of dynamism and raw power, reflecting the concept’s unwavering commitment to performance. 

These lightweight, high-strength materials not only enhance the aesthetic but also contribute to the vehicle’s overall weight reduction and agility. 

Quilted padding is strategically applied to areas where the driver’s body comes into contact with the interior elements, providing exceptional comfort and support during intense racing maneuvers or quick pit stops. 

This meticulous attention to detail ensures that drivers remain protected and focused, even in the most demanding situations. 

High-Performance Racing Yoke 

The steering wheel has been replaced with an ergonomically designed, high-performance racing yoke, providing drivers with intuitive control and immediate access to essential race functions. 

This innovative, race-focused design further enhances the driver’s connection to the vehicle, enabling them to execute maneuvers with precision and confidence. 

Performance and Powertrain 

At the heart of the concept lies a front mid-mounted race-spec Lambda II V6 engine enhanced with Genesis’ electric supercharger (E-S/C) technology. The hybrid powertrain combines to deliver an astonishing 1,540 horsepower and 1,015 pound-feet of torque. The V6 engine delivers 870 horsepower and 790 pound-feet at 10,000 revolutions per minute, while the front E motor generates an additional 670 horsepower and 225 pound-feet of torque. 

This represents a significant leap from the X Gran Berlinetta Concept's 1,071 horsepower (986 pound-feet of torque), showcasing Genesis' relentless pursuit of innovation. 
 

Neolun: Infusing Innovative Technology With Korean Hospitality 

As the brand’s first full-size electric SUV concept, the Neolun Concept embodies the ultimate Genesis hospitality behind the wheel with an array of state-of-the-art technological features, including B-pillarless coach doors, swiveling front-row seats and electric side steps. 

Revolving around the principle of “reductive design,” the exterior is characterized by clean, refined lines that deliberately eliminate any unnecessary details. The captivating two-tone scheme, called “Midnight Black and “Majestic Blue,” takes after Korea’s serene night sky and enhances the vehicle’s elegant design. 

Redesigned Electrified G80: Cutting-Edge Innovations 

The latest Electrified G80 is Genesis’ first redesign of the model since its global debut three years ago. 

The front fascia features the brand’s iconic G-Matrix Crest Grille with Micro Lens Array (MLA) headlamps and a refined bumper, accentuating Genesis’ “Athletic Elegance” design philosophy. 

The chrome garnish that envelopes the front, side and rear further elevate the look of the vehicle along with Genesis’ signature parabolic lines flowing over the new dish-style 19-inch wheels. 

Inside the vehicle, a longer wheelbase creates a roomier second-row area, providing various innovative features to elevate passenger comfort. After entering the vehicle, passengers can close the door with the push of a button using the EasyClose system and settle into reclining VIP seats with leg rests behind a rear-window curtain. 

Genesis Booth at BIMOS 

At BIMOS, the Genesis booth is located at Exhibition Center 1 in the Busan Exhibition and Convention Center (BEXCO), open to the public from June 28 to July 7. 

Seven cars will be on display: the X Gran Racer VGT Concept, Neolun Concept, two redesigned Electrified G80s, GV70, GV80 and G90 Black.

FOUNTAIN VALLEY, Calif., May 3, 2024 — The Insurance Institute for Highway Safety (IIHS) announced that the 2024 Genesis G80 sedan and G90 flagship sedan have earned TOP SAFETY PICK+ (TSP+) recognition. 
 

The TSP+ award applies to 2024 model-year vehicles built after October 2023, when Genesis modified the rear seat belts in the G80 and G90 to improve rear occupant protection. Cars built before that date still qualify for the TOP SAFETY PICK award. 

IIHS’ top safety award identifies the best vehicle choices for safety within size categories during a given year. This year’s evaluation upgraded G80 and G90 from their previous TOP SAFETY PICK ranking. G80 and G90 now join the 2024 GV60 and GV80 with top honors. 

“The top IIHS rating for G80 and G90 vehicles built after October 2023 proves our commitment to safety remains firm,” said Brian Latouf, Global Chief Safety and Quality Officer for Genesis. “With two more vehicles added to the growing lineup of Genesis models proudly bearing the TOP SAFETY PICK+ designation, customer safety remains a top commitment for the brand.” 
 

To qualify for IIHS TSP+, a vehicle must earn: 

• Good ratings in the small overlap front, and updated side tests 
• Acceptable or good headlights standard across all trims 
• Advanced or superior ratings for pedestrian front crash prevention 
   

To earn the TSP+ award this year, an acceptable or good rating in the updated moderate overlap front test is required, while a good rating in the original moderate overlap front test remains sufficient for the lower-tier TOP SAFETY PICK. 
 

Each vehicle in the Genesis line-up offers standard advanced safety features that help avoid crashes and provide advanced occupant protection when crashes do occur. 

The 2024 Genesis G80 and G90 sedans are equipped with the latest in safety and driver assistance technologies, including: 

• 10 standard airbags, including front center airbag between the driver and center console, minimizing collision damage between driver and passengers. 
• Forward Collision-Avoidance Assist which can help mitigate the risks of collisions with detected vehicles, pedestrians and cyclists in certain conditions. 
• Blind-Spot Collision-Avoidance Assist and Rear Cross-Traffic Collision-Avoidance Assist, helping reduce the chance of potential impact with a vehicle that is detected in the blind spot. 
• An innovative platform — with strong focus on safety — including passenger compartment protection and reinforcement areas using advanced high strength steel for rigidity and safety. 
• Genesis Connected Services and Connected Care, providing always-on connection and allowing for peace-of-mind safety features like Automatic Collision Notification, Enhanced Roadside Assistance and SOS Emergency Assistance when the vehicle has access to a cellular network connection. 
• Other convenience features include Hands On Detection (HOD) steering wheels, Lane Keeping Assist, Remote Smart Parking Assist 2 (RSPA 2), Parking Collision-Avoidance Assist (PCA-F/S/R), Built-In Cam 2 and Digital Center Mirror.

Nigel Harniman, a world-renowned English auto photographer, poetically describes it as “a whisper of quiet confidence.” 

The impression was conveyed during an interview with the Genesis Newsroom last February, weeks prior to the Korean launch of the Genesis G90 Black on March 21. Speaking on the sidelines of the new vehicle's visual shoot, held at an underground parking lot just outside Seoul, Harniman candidly expressed his thoughts on the G90 Black and his years-long relationship with Genesis.

This is your third time working with Genesis. What's your overall impression of its cars? 

Looking at the short history of Genesis, it’s really impressive. You look at the finish, the precision, the design — is there anyone else who's managed this within a decade? It started with the idea of this premium luxury brand, and now look at the quality of the cars. I mean, the interiors look really, really luxurious. 

You’re here on the set of the Genesis G90 Black. What first came through your mind when you saw the vehicle? 

The car has a cool presence. Debadging has been going on in the custom world for years. You can't get rid of every badge on a car, otherwise nobody knows what it is. Instead, you say, “Okay, well, let's tone the badging back, make it a little less obvious.” The car doesn't need to shout about itself. With a dark, dark slate gray, and then the wheels almost black, all the buttons and finishes in black, the Genesis G90 Black whispers quiet confidence and makes it more sophisticated. 

Is there a particular feature of the vehicle that stands out to you personally? 

The headlights. It's got to be the headlights. Those little headlights are just lovely. There are two rows of about eight on each side, and they fall around that curve of the wing. They're understated and just really, really nice. They don’t need to be big, brash or labeled. They’re pieces of line art and give a smiling face to the car. 

What’s the overarching theme or concept you’re aiming to capture through this key visual shoot? 

Seen but not seen. This shoot has a monochromatic background. There's no color and even the background is gray concrete. The color of the G90 Black itself is all tones of black and that's it. With moody lighting, we're trying to say, “Okay, we can see the whole car,” but we don't overlight it so it hides in the environment. It’s cool and subtle. 

Speaking of lighting, you're shooting a really dark vehicle in a really dark setting. Would you consider this a challenging setup? 

In terms of a lighting perspective, gloss black surfaces are always difficult. If the car was a matte black color, it would be easier because the light would just spread down the body. With gloss paint, the mica in the metallic paint and the shine from the gloss surface are difficult to capture together. So we have to shoot three layers: one for the gloss, one for the mica, and then we shape the car with another light to pick out all the key lines. 

Were there any other difficulties during the shoot? 

Yeah, people’s bad jokes (laughs). Some of them have been appalling! Really, no, everybody’s great and it’s fantastic working with people who are so enthusiastic about the products and making the best picture. We were here until midnight the other night and everybody was committed to staying until we got it right. There really aren't any problems — we just have fun. 

With your extensive travel experience around the world, is there any other location or seasonal background you think would complement the G90 Black? 

If we were to carry on the theme of shooting in monochromatic environments, I think of Iceland and the black beaches. I would put the car on the black beach, perhaps with a contrasting white from the ice and snow. Another place that comes to mind is Tenerife [of the Canary Islands], where there are also black roads and environments from the volcano. I would stick with that theme since the G90 Black is a black-led car, but if there needed to be a total contrast, you'd have to shoot it in the autumn when the leaves are falling. Somewhere like Maine in the U.S. where you get those fantastic maple colors. Not the same concept, but it would add a splash of color. 

You travel the world, pursue your passion and also get a really close up look at luxurious cars before they hit the market. However, I assume there are still ups and downs in your career. 

Travel is brilliant, but airports and sitting on planes are a minus. If I never see another airport lounge again, I'll be a happy man. That's the downside. The best thing is you could be sitting on the Bonneville Salt Flats and nobody's there, and you see a sunrise. You've got a car and you've got everything there, and you think, most of my friends are still lying in bed. But then you realize, oh well, where would I rather be? The people you're with, the people you work for — they're all positive. Freelance, as anybody knows, is a tricky life. It's not like I've got regular income. Obviously, it becomes more regular when you’re more well known, but when you're starting out, they’re the difficult years. Fortunately, those years are behind me now. 

Do you have any cherished moments that stayed with you from your experience with Genesis throughout the years? 

Overriding everything is the positivity from everybody at Genesis and the advertising agency to the freelance production crew. Everyone just wants to produce the best work possible, and it is great fun. On the first shoot, we had to do a night shoot and then a morning shoot, so we worked through the night, and everybody was pushing to get the shots done until midday. Once we were finished, we all just crashed and they said, “Wow, that was great.” 

With all the long shoots, is there anything in particular that you do to stay fit and keep the energy levels up? 

I ride motorbikes off road across the desert in my spare time, and you have to be fit for that. I just try not to overeat or overdrink. I keep myself healthy and moving. I'm generally very active when I'm not shooting. 

Do you have any simple tips for people who are not professional photographers like yourself but still want to take great shots of their cars? 

There are loads of basics. If you're going to shoot a car, just take it out at sunset, the golden hour. If you want to get up in the morning, that also works, but doing it in the evening is easier. Just go play with the light on the car and work the angles. I actually use little model cars to do group shots. If I need to photograph seven or eight cars in one shot, it’s much easier to plan the setup with model cars, light them up and then replicate that setup with the full-scale cars. You know if the balance is going to work and it's a lot easier to move model cars around. In a lot of locations, moving real cars around will mess up the ground or leave tire marks, but with a defined layout from the model cars, I can put that into my visualization software and move the first real car into place. I can then work out where the second car needs to go, and so on. If you've got visualization software and shoot with your computer tethered to the camera, that's an easy, quick way of doing things. 

Intelligent Front-Lighting System 

Since the introduction of LED light sources, the design and utility of headlamps have taken significant steps forward, quickly replacing halogens and high intensity discharge (HID) lamps. 

LEDs offer excellent visibility, quick response and high energy efficiency. As compact light sources, LEDs give automakers more freedom to design and configure their models, with the ability to be individually controlled when linked with sensors and cameras. The Group has leveraged these advanced features in its development of the Intelligent Front-Lighting System (IFS). 

While high beams provide better visibility on quiet, dark roads at night, the glare they emit impairs the vision of oncoming vehicles. General high-beam assist technology addresses this issue by automatically switching off the high beams when another vehicle approaches, but the Group’s IFS takes this technology to the next level. 

The IFS featured in the Genesis G80, G90, and GV80 models utilizes information from the front camera to recognize surrounding vehicles, partially dimming the LED headlamps accordingly. It maintains the high beam except for areas where other vehicles are present, allowing continuous visibility. The IFS is an improvement over high-beam assist systems that simply turn off the high beams when another vehicle is detected. 

Digital Side Mirror 

The Digital Side Mirror (DSM) system is another prime example of the Group’s innovative use of optical technology. DSM technology, available as an option in the Genesis GV60, revolutionizes the conventional side mirror by utilizing high-definition cameras and OLED monitors as replacements.

One notable drawback of traditional side mirrors is their limitation in providing a clear rear view during night-time or in bad weather. The high-resolution camera of DSMs, however, ensures a clear view even in low-light situations. The indoor OLED monitor effectively solves visibility issues caused by rain, snow, or other adverse weather conditions.

The DSM system further enhances safety by offering a viewing angle that is 11 degrees wider than that of conventional side mirrors, reducing blind spots and thus lowering the risk of accidents. 

Benefits of DSM are also evident during parking. Vehicles equipped with DSMs can activate the rear parking screen enlargement function when in reverse. When the car is within 1 meter of an obstacle, orange parking assistance lines appear on the screen, and when within 0.5 meters, red lines show up.

With aerodynamic designs being crucial for maximizing EV mileage, DSM technology is prone to grow more significant in the EV era in terms of functionality and design. 

Avoiding Collisions With Camera Assistance 

Radar and ultrasonic sensors are commonly utilized in collision prevention assist functions, but the importance of cameras is growing in recent times. The Group’s Forward Collision-Avoidance Assist (FCA) system exemplifies this trend as it incorporates a high-resolution camera to scan the road, alerting drivers when danger is sensed ahead and applying the brakes if necessary. 

The latest version of the Group’s FCA systems has been enhanced to include a wider detection range, encompassing pedestrians, cyclists, oncoming vehicles at intersections, and vehicles crossing the driver’s path. 

Another technology that leverages front cameras is the Road-Preview Electronic Control Suspension (Preview ECS). By combining front camera data with navigation map information, the system can analyze and evaluate road conditions in real time, adjusting the suspension’s damping force accordingly. 

Preview ECS comes with a high-performance electronic control unit (ECU), which performs calculations up to 100 times per second. Based on the results, Preview ECS adjusts the damping force at 0.001-second intervals, effectively reducing shock and vibration for an exceptionally comfortable ride experience. 

Some latest models of the Group, such as the Genesis G90, are equipped with Parking Collision-Avoidance Assist (PCA) for the front, rear and side detection areas. Models with this feature include a wide-angle camera mounted on the front grille, side mirrors and trunk lid, which identify blind spots for safer driving. 

3D Instrument Cluster 

As cars undergo digital transformation, analog elements within the cabin are gradually vanishing. Traditional buttons on the center fascia are being replaced by sleek touch displays. The classic engine vitality indicators represented by sharp needles on the instrument panel are being substituted with digital screens. 

But not everyone is a fan of this transition. While the digital instrument panel may offer a wealth of information, some say they lack the visual appeal of its predecessor. 

To address this issue, the Genesis G70 introduced the world’s first 12.3-inch 3D cluster, a feature that adds a stereoscopic effect to the car’s digital instrument panel by implementing the illusion of depth with 2D imagery. The screen is built with eye-tracking technology to accomplish the effect without the need for glasses.

Promising Future 

The world of automobiles is on the brink of a transformative shift, with EVs, connected cars and autonomous driving becoming a reality sooner than we could have imagined. These advancements are fueled by cutting-edge electronic equipment that constantly evolves to meet the demands of the future. 

The mobility of tomorrow holds exciting possibilities, and the Group will continue to harness its potential to develop optical technology for an improved driving experience. 

Disclaimer: Specifications may vary depending on region. Please contact your local Genesis retailer for more information. 

MFR Headlamps 

In the past, fog lamps were introduced as a solution to address the limitations of halogen lamps commonly used in vehicle headlights. Halogen lamps lack a concentrated beam of light, making it difficult to achieve sufficient visibility in foggy conditions. Fog lamps, on the other hand, emit light with a lower color temperature, resulting in longer wavelengths that refract less in wet conditions like rain or fog, greatly improving visibility. 

Fog lamps are also equipped with convex lenses that spread light over a wider area, illuminating the lower parts of the road that are beyond the reach of headlights. This not only enhances visibility of the lane, but also aids in identifying the lanes. 

But today, most cars on the Korean market don’t come with fog lamps at all, and much of that has to do with Multi-Face Reflector (MFR) headlamps, also known as multifaceted reflectors, or MR.

Before the 2000s, it was common to have headlamps with transparent covers and lens-type designs featuring optical patterns engraved to refract light. In recent years, however, MFR headlamps utilizing clear covers and reflector plates, as well as projection headlamps based on refractive lenses, have become more prevalent. These technological advancements, along with the emergence of light-emitting diode (LED) light sources, now make it possible to enhance the brightness of the lamps while achieving more accurate beam patterns with much less power, even in the absence of fog lamps. 

The Game-Changing Impact of LED 

LEDs emit a shorter wavelength and produce a close-to-white light, thereby exhibiting high forward visibility and quick responsiveness. In other words, LED beams alone are sufficient in providing excellent all-weather visibility performance, eliminating the need for auxiliary devices such as fog lamps that were traditionally used to support the main headlamp function. 

With an energy efficiency rate nearly 20 times higher than halogen lamps, LED lights are rapidly expanding their application range, making it increasingly difficult to spot fog lamps on the road. 

Next-Level Lighting 

The elimination of fog lamps has sparked powerful transformations in the automotive industry, revolutionizing designs, efficiency and functionality. By removing fog lamps, vehicles have experienced reduced power consumption and weight, leading to improved performance. 

The elimination of fog lamps has also allowed for increased flexibility in front-end designs, enabling the integration of functional elements like air curtains for enhanced aerodynamics. 

Headlamp technology is entering a new era with significant advancements in illumination performance, miniaturization of lamp units, and enhanced integration with electronic systems and sensors. There is particularly a growing interest in the ability to dynamically change the lighting pattern in real-time, made possible by controlling individual units of numerous LEDs. 

A prime example of this cutting-edge technology is the Intelligent Front-Lighting System (IFS) found in most Genesis models. This technology maximizes lamp performance in low-light areas where visibility is crucial, while minimizing the impact of other vehicles’ visibility. 

IFS, which utilizes camera information, holds great potential for even better performance as lighting technology evolves. The introduction of the Micro Lens Array (MLA) headlamps in the 2021 Genesis G90 represents a significant development in this regard. By incorporating MLA headlamps, IFS can deliver enhanced lighting performance with a more delicate beam adjustment.

Driving into the Future 

New technology complements — and sometimes replaces — old technology. As the future mobility era dawns, the latest vehicles are revolutionizing the very notion of what was once deemed essential for convenience and safety. This rapid pace of advancement will reshape the paradigm of automotive technology, and Genesis will continue to harness these innovations to push boundaries and elevate the driving experience.

Chul Min Lee, Genesis Brand Experience Officer, shares the story of Genesis branding and highlights the distinctive nature of its marketing tactics. 

How would you assess the recognition of Genesis as a luxury brand? 

When Genesis took its first step as an independent brand [in 2015], it had two criteria to evaluate its success as a luxury brand. The first is whether Genesis comes to mind when customers list luxury brands. If our customers consider Genesis among the many respected luxury automotive brands that enjoy a deep history upwards of 100 years, we thought it would be a solid sign of good brand direction. The second indication of success is if the media categorizes Genesis in the company of these historic luxury brands. We hold the media’s perspective in high esteem because it is at the forefront of industry trends and market changes. Year after year, the volume of such comparisons with the world’s luxury automotive brands has increased. Additionally, it’s important to note that Genesis considers sophistication and satisfaction to be the value of true luxury, rather than simply a number on a price tag. We believe the essence of luxury lies in individual experiences and emotional connections. 

How do you approach different perceptions in Korea and abroad, namely the United States? 

As a global luxury brand, we strive to provide a consistent brand experience across all touchpoints, to all customers around the world. However, there are still some differences in perceptions between Korea and other regions, including the United States, which is why we also customize our approach to each market, depending on the timing of entry and specific market position. The scale of the results varies, but North America is a particular strength where sales and market share are increasing each year. For instance, Genesis has been ranked as the No. 1 brand by J.D. Power’s Tech Experience Index (TXI) for the past three years and was awarded the No.1 premium brand by the same organization’s Initial Quality Survey (IQS) in 2022. MotorTrend has also bestowed our flagship G90 model with the honor of 2023 Car of the Year. Overall, Genesis’ modern interpretation of Korean values and characteristics plays a crucial role in our global success. Differentiating Genesis from other luxury automotive brands, this is a unique foundation that has been met with positivity in the global market.

What strategy has Genesis employed to compete against other luxury auto brands with much longer histories? 
 

Genesis’ success is based on remaining true to our DNA of being Audacious, Progressive, and Distinctly Korean, and each element is continuously refined as the brand evolves. With design as the greatest force driving the brand, Genesis has sought global expansion by designing not only products but also distinctive customer experiences. 

What’s the strategy for Europe, where most other luxury auto brands are based? 
 

Our European presence is still fresh, having only entered the market in 2021, but we have seen steady recognition for product competitiveness in a region native to most other luxury automotive brands. Genesis aims to further strengthen our brand in Europe by taking the lead in electrification, and with an expanded EV lineup in the works for the next few years, there is great excitement among consumers for these upcoming models. Genesis’ engagement with the European market is also bolstered by our title sponsorship of the Scottish Open, Europe’s prestigious golf tournament, as well as the ongoing expansion of brand experience locations in the United Kingdom, Germany and Switzerland. 

Speaking of golf, how did golf marketing become a major focus for the brand? 
 

The game of golf’s intrinsic elements of mutual respect, dignity and innovation are very much in line with the values of Genesis. As a result, we’ve been very interested in golf from the beginning, as we believe it is the most effective way for us to tell our brand story. A key distinction of Genesis’ golf partnerships is our focus on courtesy toward both players and caddies, coupled with active and sincere communication with fans through our emphasis on Genesis hospitality. 

Genesis is also well known for its collaboration with Tiger Woods. How did this relationship come about? 
 

Our Tiger Woods partnership began with our sponsorship of the Genesis Invitational, formerly known as Genesis Open, which is hosted by Tiger Woods. We’ve worked with Woods’ TGR Foundation for seven years now. The tournament was upgraded to the Genesis Invitational in 2020, and Tiger Woods now personally invites players to compete.

Genesis has also provided luxury transport for numerous high-profile events and celebrities. What are some of these highlights? 
 

In addition to partnerships with film festivals like the Academy Awards and the Busan International Film Festival, we also provide transportation to events that are part of Genesis’ commitment to expanding customer experiences. Genesis has supplied vehicles for world-class musicians such as Yunchan Lim, Sunwook Kim and Seong-Jin Cho to travel to major performances in comfort. Along with extending a fleet of vehicles for large events, we support smaller occasions that bring “a sense of Genesis” to our target audience, allowing our prospective customers experience Genesis in the process. 

A key distinction for Genesis is its brand experience spaces like Genesis House New York and Genesis Studio Hanam. What can customers expect to find when they visit? 
 

We now have various types of brand-exclusive experience spaces that reflect the brand philosophy and identity of Genesis, such as Genesis Studio, Genesis Lounge and Genesis House. With around 70 locations around the world, including the United States, China and Europe, customers can explore a variety of cultural experiences through hands-on activities, vehicle display and purchase, as well as food and beverages. Korean spaces in Hanam, Anseong, Suji, and Gangnam have seen nearly 730,000 visitors per year as of 2022, and Genesis House New York consistently receives more than 5,000 visitors monthly. 

How are Genesis brand experience spaces different from traditional car showrooms? 
 

Our spaces are not limited to the traditional role of a car showroom, serving as a branded multi-cultural space with a lifestyle component. The cultural experience opportunities are in line with Genesis' concept of “experiential consumption,” going beyond a mere journey of purchase to designing an experience. Genesis House New York, which opened in November 2021 in Manhattan, is the first of the brand's multi-cultural locations. It is an "oasis of culture in the city" that not only showcases vehicles but also includes a Korean restaurant, terrace garden and library where customers can relax and be culturally inspired. The Genesis Lounge at the Shilla Hotel in Seoul, opened in January 2023, is a private haven that fully embodies Genesis' unique brand philosophy. Here, owners of the G90 Long Wheel Base can immerse themselves in the sensory experience that Genesis has to offer with a variety of gourmet food and music in spaces such as the bar, dining room and sound room. Each brand experience space is focused on providing a rich experience that encapsulates Genesis’ identity. 

What’s the ultimate branding goal of Genesis? 

Rather than focusing on short-term customer satisfaction, Genesis is committed to a long-term approach aimed at enhancing the lives of our “Son-nim” [a Korean term for esteemed guests] based on our core beliefs. By offering the utmost attention and care, Genesis strives to make customers feel safe and comfortable in every experience with our products, spaces and services. 

Over the years, Genesis has enhanced numerous prestigious venues with its luxury vehicles, escorting world leaders and top celebrities down red carpets as they embarked on their historic journeys. In these pursuits, Genesis didn’t merely witness history; it actively molded it as a pioneering advocate for innovation, cooperation and a transformative future. 

At the forefront of the brand’s chauffeur sponsorships is the G90, renowned for its sophisticated aesthetics and spacious interior. 

Where Luxury Meets Technology 

Just as recently as early October, the G90 was among some 110 Genesis cars sponsored for the 28th Busan International Film Festival, Korea’s largest movie event held in the nation’s second biggest city, to chauffeur movie directors and actors. 

The flagship model, often dubbed the “CEO car,” comes equipped with a wide array of technological features that ensure the highest level of comfort. 

The rear seats of the G90 and G90 Long Wheel Base (LWB) version boast a reclining angle of 42 degrees and 45 degrees, respectively, allowing passengers to lie in a comfortable position for the entire car ride. When the footrest and leg rest are extended, an integrated structure ensures full-body support, guaranteeing the utmost comfort. The G90 also incorporates a massage function that alleviates passenger stress while on the move.

In the back of the front-row seats, there are touch screen monitors that come with Mood Curator, allowing passengers to select the music, lighting, curtain, massage functions and even scent of their liking based on four different modes: “vitality,” “delight,” “care” and “comfort.” Furthermore, passengers can tailor the settings to align with their unique seating preferences. 

The Preview Electronic Control Suspension (Preview ECS) system optimally controls the suspension based on road information obtained through front cameras and navigation data. 

Multi-Chamber Air Suspension enables the adjustment of air spring stiffness with three chambers, ensuring optimal ride comfort and driving stability, whether at regular speeds or in excess of 120 kilometers per hour. This works as the air volume in the front and rear chambers is fine-tuned depending on the selected driving mode. 

The synergy of these two suspension technologies is most effective when driving over speed bumps or rough terrain. The dampers and air springs, for instance, soften as the front and rear wheels approach a speed bump, causing the front end of the vehicle to rise by 10 millimeters when the car is about 100 meters ahead of the speed bump. The dampers and air springs firm back up as the wheels descend, minimizing vibrations.

As with sound, the G90 is outfitted with a Bang & Olufsen audio system that provides an unparalleled audio experience fit for its chauffeur-driven passengers. It’s also the world’s first vehicle equipped with Virtual Venues, a virtual 3D surround sound system that can simulate the sound field characteristics of famous theaters to create an environment of vivid sounds, such as the Boston Symphony Hall. 

The speaker system comes equipped with Active Road Noise Control (ANC-R), which emits counteracting sound waves through the speakers to effectively reduce road-generated noise. This feature complements the extensive use of sound-absorbing materials in critical areas of the vehicle. 

Setting the Green Standard at G20 Bali

Other than the G90, 44 units of an exclusively produced extended wheelbase version of the Electrified G80 were supported for the G20 Summit held in Bali, Indonesia in November 2022, backing the Summit’s focus on energy security and the transition to lower carbon energy systems. 

These extended wheelbase models were part of a larger Hyundai Motor fleet of 393 electric vehicles sponsored for the event, including 87 Electrified G80 models. The Electrified G80 extended wheelbase cars were set aside as official VIP vehicles, while the Electrified G80 cars were used mainly for protocol, security and rescue. 

Disclaimer: Specifications may vary depending on region. Please contact your local Genesis retailer for more information.

Creating an ambiance of unparalleled serenity is key to realizing the ultimate driving experience. Flagship models were traditionally synonymous with hushed interiors and opulent surroundings, but times are changing, and so are people’s perceptions. 

Genesis is redefining its flagship model, the G90, by introducing an unprecedented level of driving pleasure in the luxury car sector. At the heart of this transformation lies ESEV (Engine Sound by Engine Vibration) technology, which transmutes engine vibrations into customized virtual engine sounds, enhancing the driving experience to seamlessly match the driver’s preferences. 

Exclusively developed by Hyundai Motor Company engineers, ESEV, making its debut on the G90, faithfully captures the engine’s nuanced responses, crafting an auditory symphony that synchronizes with each wheel turn and pedal press. 

In a recent interview, researchers at the company’s eP Acoustics & Vibration Research Lab discussed how they came up with the technology and what it means for the future of driving. 

What’s the difference between ESEV and ASD?  

Dongchul Lee (senior research engineer): While ASD [Acoustic Sound Design] generates virtual engine sounds independently of the vehicle’s physical characteristics, ESEV goes a step further, taking into account the engine’s physical characteristics, like vibrations, to create the driving sounds that customers desire. To incorporate these physical characteristics, we developed new sensors that measure real-time engine power response vibrations and a communication module for signal processing. Signal components required for acceleration driving sounds are extracted from the vibrations recorded by these sensors, which allows our unique algorithms to create sounds that perfectly align with driving performance. 

How did you get to develop ESEV technology?  

Insoo Jung (research fellow): Some drivers pointed out that the ASD does not perfectly sync with their perceived driving performance, especially during accelerations or gear shifts, as the technology doesn't account for the engine’s physical characteristics. That's why we started developing ESEV technology. In general, driving performance is determined by how the engine responds to the combustion process. ESEV is a unique sound control technology that leverages real-time engine vibrations. When the driver accelerates, it creates virtual sounds synchronized with vehicle speed and gear shifts, in effect delivering a sporty driving experience. 
 

Why are sound and vibrations significant in cars?  

Insoo Jung (research fellow): The competitiveness of a car often comes down to various factors such as performance, functionality, design and NVH [noise, vibration and harshness]. Among these, noise and vibration are considered particularly crucial as they can both create problems for the driver and the surrounding environment if neglected. For this reason, the ability to control the noise and vibration contributes significantly to a model’s competitiveness. Here at the eP Acoustics & Vibration Research Lab, we research technology to reduce noise and vibration in automobile powertrain systems. We strive to minimize noise and vibration coming from automobiles while enhancing driving pleasure through the development of driving sounds based on the physical characteristics of powertrain systems.  
 

While developing ESEV, how did you manage to effectively eliminate the sense of incongruence that drivers might feel with virtual engine sounds? 

Dongchul Lee (senior research engineer): Humans have incredibly sensitive hearing, capable of detecting even the slightest changes in sound within moments. When people drive, they perceive their surroundings through all their senses, including changes in sound and vision, as well as vibrations felt through their seats. When developing ESEV, our focus was to eliminate the sense of incongruence arising from the time delay between what drivers experience in their surroundings and the sounds they hear. Humans are known to recognize a sound delay as short as 0.03 seconds, or 30 milliseconds. Therefore, the control loop time of the ESEV control algorithm was optimized to 0.023 seconds, or 23.3 milliseconds, so that drivers don't feel any incongruence in the sound.

Why was the G90 chosen to be the first model to incorporate ESEV technology? 

Jinsol Jeong (research engineer): We wanted to provide Genesis G90 buyers with new experiences by outfitting the flagship model with the luxurious engine sound it deserves. We considered ESEV to be technology that suits luxury brands like Genesis because it responds faster than ASD, thus resulting in more natural acceleration sounds, while also enhancing the emotional quality. Also, this technology is the first of its kind in the world, so we wanted to make a powerful first impression by featuring it in the most luxurious model the company has ever assembled. 
 

Were there any difficulties while developing ESEV? 

Jaemin Jin (senior research engineer):  Our biggest concern was durability. No matter how good a function is, it must always be durable. To ensure durability, we repurposed knock sensors originally used in engines as vibration sensors. We then had to verify the vibration sensor signals to stably harness vibration signals in a previously unused frequency range. It was also crucial to adopt a communication method and arrange the wiring to reliably transmit vibration signals from the engine located at the front end of the vehicle to the interior audio control unit. After discussing with relevant teams, we managed to increase durability on all these aspects.

Sound design for the G90 must have been a tough task. How did the sound tuning process go? 

Boyong Kim (senior research engineer): The G90 isn't just the flagship model of Genesis. It's the embodiment of the brand's identity. To reflect these characteristics in the sound, we first needed to establish sound quality goals. After assessing and analyzing driving sounds from competing models of different brands, we noticed one thing in common: they all exuded a sporty vibe. The question was, should we also apply such a sporty sound to the G90? Our answer was no. We chose to differentiate ourselves. This led us to create a sound that's not only luxurious and sophisticated but also sporty and enjoyable at the same time. 
 

According to your customer research prior to the development of ESEV, what sounds do Genesis customers desire? 

Boyong Kim (senior research engineer): When developing ESEV, the key was to understand the sound characteristics consumers desired the most. Everyone has different tastes, so it was pertinent to identify customer needs. It turned out G90 customers favored a gentle sound, as many had chauffeurs. But then there was another group of G90 customers who personally drove the vehicles, prompting us to introduce engine sound technology features that make driving more exciting. Given that the G90 is Genesis' flagship sedan, we tried to design a sound that met customer preferences while staying true to the distinctive identity of the brand. Therefore, we decided to pursue the identity of Genesis through a calmer, quieter sound, while at the same time improving the pleasure of driving through a sporty yet sophisticated noise.

What are your team’s thoughts on the future of virtual sound technologies? How do you anticipate ESEV technology will be received by customers? 

Dongchul Lee (senior research engineer): Sound is not just something everyone loves, but also an important element that affects our behavior and emotions in various ways. This is why virtual sound technology is attracting lots of attention, unlike in the past when the focus was firmly on making cars quieter. We are now at a critical phase in our transition from internal combustion engine noise to the virtual sounds of electric vehicles. At a time when internal combustion engines and electric vehicles coexist along with the advancement of sound control technology through ESEV, we hope that the acceleration performance and cohesive sound of internal combustion engines will be recognized as details that enhance the joy of driving.

Disclaimer: Specifications may vary depending on region. Please contact your local Genesis retailer for more information. 

This is why Genesis offers advanced technologies to assist drivers in parking seamlessly, ensuring that each journey concludes intact. 

Protection Against Rear-Side Collisions 

In case the vehicle is in reverse, Rear Cross-Traffic Collision-Avoidance Assist (RCCA) notifies drivers of approaching traffic from both the left and right sides of the rear with audible and visual display warnings, compensating for potential blind spots caused by adjacent vehicles. When an imminent collision is sensed, braking is applied. 

As the vehicle backs up, Rear Guide Lamp projects lights from rear LED guide lamps onto the road, alerting other vehicles and pedestrians to minimize the risk of accidents. 

Safe Exit Assist sounds an alert when it detects vehicles approaching from behind as a passenger attempts to open the door to exit the vehicle. If a potential risk of a rear-side collision is identified, the system prevents the doors from opening, even if the door open button is pressed. 

Effortless Parking With Smart Technology

In tight parking spaces where entering or exiting a car can be a challenge, nothing is more convenient than Remote Smart Parking Assist (RSPA). 

RSPA comes with four key functions. One is remote forward and reverse, which allows drivers to use their smart keys to move the Genesis forward or backward in small parking spaces. Rear perpendicular parking and rear parallel parking are also allowed from within the car or outside the vehicle. The smart exit function enables drivers to exit a parallel-parked vehicle while inside. 

In addition to these four functions, the G90 is equipped with an additional feature for rear cross-traffic parking, collectively forming the RSPA 2 system. Unlike the previous RSPA, which could only park in spaces between parked vehicles, RSPA 2 is capable of identifying parking lines and can park in spaces where there are no adjacent vehicles. 

Twelve ultrasonic sensors and four wide-angle cameras are utilized for RSPA 2, applied to the front, sides and rear of the G90. 

Disclaimer: Specifications may vary depending on region. Please contact your local Genesis retailer for more information.

For Genesis, however, sustainability transcends mere material choice. It signifies a profound mission to rekindle values and enrich the lives of customers in the pursuit of a greener future.  

Each Genesis creation stands as a testament to the brand’s steadfast commitment to the smallest of details, skillfully harmonizing environmental responsibility, aesthetics, functionality and emotional sensitivity in perfect balance. 

Eco-Conscious Elegance in the G90

Genesis’ eco-friendly material strategy is applied to various models including the G90, the brand’s flagship luxury sedan. The vehicle represents a harmonious fusion of modern luxury and sustainability through the abundant use of premium materials that elegantly complete the interior look. 

For instance, among the vehicle’s wood trims are Newspaper Crown Wood and Newspaper Stripe Wood, a combination of recycled newspapers and natural wood. Thin sheets of compressed paper and pulp are stacked layer by layer to form a large block, and then cut sideways to create a pattern and texture resembling natural tree rings. The subtle presence of letters written on the newspapers between the wood layers adds a distinctive touch, enhancing the unique and captivating atmosphere. 

The G90 seats and console armrest come in either Nappa leather or soft semi-aniline leather, which are both bioprocessed and tinted with natural dyes and extracts from from pine trees, linseed oil and rape flower oil. 

Genesis’ commitment to using sustainable materials is also highlighted in the Electrified G80, which features the Forged Wood garnish, created by wood pieces left over from furniture manufacturing processes. 

Advancing Sustainability With EV models

When it comes to showcasing natural and recycled materials with minimal environmental impact, no Genesis vehicle does it better than the EV models. The headlining, pillars and sun visors in the Electrified G80 and Electrified GV70 incorporate fabrics made out of recycled nylon yarn and PET bottles.

 
In the GV60, Genesis’ first dedicated EV model, the console armrest, door armrests, seats and crash pad are made with plant-based leather. The seat covers and door center trims use fabrics made with yarns extracted from recycled PET bottles and fishnets, widely known to be some of the biggest culprits of marine pollution.

 
Disclaimer: Specifications may vary depending on region. Please contact your local Genesis retailer for more information.