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

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

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

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

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

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

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

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

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

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

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

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

An Electrifying Lineup

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

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

A Strong Foundation with Leading Dealer Partners

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

• Genesis G80 – Luxury Mid-size Cars 

• Genesis G90 – Full-size Luxury Cars 

• Genesis GV70 – Compact Luxury SUVs 

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

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

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

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

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

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

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

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

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

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

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

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

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.

“For me, driving is freedom... allowing me to [go] wherever my heart desires,” says keyboardist Inho Jo. Vocalist Minho Jin echoes his bandmates’ sentiments. “Driving is a form of respite. While moving in my own space — the car — I take the time to reflect on musical thoughts or aspects of life.”

The three musicians, who together make up the indie band Bleur, were invited by Genesis to share their love of touring on a road trip with the redesigned GV60.

Korea is an ideal destination for touring enthusiasts, offering a seamless blend of breathtaking landscapes, cultural richness and modern conveniences. In addition, the country’s exceptional infrastructure, including expansive, well-maintained highways, abundant rest stops and roadside attractions, makes grand touring here both accessible and memorable.

In this first edition of Genesis’ Korea Travelogues, join Bleur as they explore the historical coastal city of Yeosu on the southern tip of the Korean peninsula. They show that there is no better way to do it than with the Genesis GV60.

The Adventure Begins: Departing Seoul

The GV60, with its sleek lines and modern design, stands out as the perfect companion for this journey. The deceptively small size of the crossover utility vehicle (CUV) conceals a spacious trunk large enough to carry the essentials and musical gear for the three bandmates on their two-day trip.

After about four and a half hours of cruising in the comfortable cabin of the GV60, the band arrives in Yeosu energized for their adventure.

First Stop: Hamel Lighthouse
Location: 458-7 Jonghwa-dong, Yeosu, South Jeolla Province 

The first destination within Yeosu is the historic Hamel Lighthouse, a bright red beacon standing tall against the backdrop of Yeosu's coastline.

Hendrick Hamel, for which the lighthouse is named, was a Dutchman who sailed for the East India Company 375 years ago. He was shipwrecked during a voyage to Japan and washed ashore in Joseon, which was what Korea was called at that time. Not allowed to leave the country, he and his fellow crew members lived here for 13 years before escaping from Yeosu on a small fishing boat. An account of his time on the Korean peninsula was published in 1668, the first written record of Korea in the West.

Standing at the edge of the breakwater, the lighthouse offers breathtaking views of the sea and the harbor, a hub for travel to the surrounding islands and a port of return for fishing boats in the area. It also serves as a reminder of the many comings and goings that have shaped this region, both a literal and metaphorical beacon for travelers. 

Second Stop: Turtle Ship Bridge 
Location: Jonghwa-dong, Yeosu, South Jeolla Province 

Within sight of the lighthouse is the 744-meter-long Turtle Ship Bridge, connecting Yeosu’s vibrant downtown to the tranquil island of Dolsando, full of preserved natural beauty. The GV60’s optional panoramic sunroof stretches across almost the entire top of the vehicle, allowing both front and back passengers to feel open and connected to the vistas around them. The trio snaps a photo with the bridge, lighthouse and breakwater providing a stunning backdrop for the GV60, its pylons towering over the deep blue waters below dotted with fishing boats and crossed by the occasional ferry.

Third Stop: Goso-dong 
Location: 64 Goso 3-gil, Yeosu, South Jeolla Province 

Next, the travelers head to Yeosu’s artistic and historic Goso-dong neighborhood, known for its unique bistros and workshops. The winding roads of the neighborhood also feature many vibrantly painted murals along a route that starts way up at the historical Jinnamgwan Hall and winds down all the way to Yeosu Marine Park. Jinnamgwan Hall is a pavilion famously used as a headquarters by Admiral Yi Sun-sin during the Imjin War. Yeosu Marine Park, right next to the bay, attracts an eclectic selection of cafes and restaurants with its beautiful views.

Fourth Stop: Musulmok Beach 
Location: 2876 Dolsan-ro, Dolsan-eup, Yeosu, South Jeolla Province 

After their neighborhood adventure, the travelers make their way to Musulmok Beach, a place steeped in both history and tranquility. The GV60’s excellent suspension smooths out the ride down the bumpy coastal track.

This beach is known as one of the battlefields of Admiral Yi Sun-sin. He is a national hero for his many naval victories against vastly superior numbers of Japanese maritime forces. He is well-known for using turtle ships, an early form of armored ship with cannons, in his fleet actions against invaders.

Final Stretch: Nangdo Trail 
Location: 499-24 Nangdo-ri, Hwajeong-myeon, Yeosu, South Jeolla Province 

Finally, the group ventures to Nangdo, an island accessible by a series of breathtaking bridges connecting the mainland to multiple islands. First is Hwayang Bridge connecting the mainland and Jobaldo Island. The road continues over Dunbyeong Bridge to Dunbyeongdo Island. From there, a third bridge, Nangdo Bridge, connects to the third island in the chain, Nangdo Island.

On Nangdo Island they find a place to park the GV60 and set off on Nangdo Trail, which winds leisurely through the island’s forested and coastal areas. With the sea to their left and land to their right, they walk west and soon enter a lush forest — the scent of acacia fills the air, and the sounds of nature surround them.

Hiking along the southern coast of the island, they eventually arrive at a small lighthouse. Cut off from the mainland at high tide, Nangdo Lighthouse is surrounded by the sea and beyond their reach.

Continuing their westerly hike, the trio eventually finds a collection of basalt columns, hexagonal structures left over from an ancient volcanic eruption, now worn down with the tide. Known as Cheonseondae, the cliffs are said to be a place where celestial beings descended from the heavens and lingered here, enchanted by the island’s beauty. Along the trail the fossilized footprints of dinosaurs can also be occasionally spotted, inspiring the imaginations of visitors.

The Essence of Travel                                                                              

Before they start the final leg of their journey, the bandmates decide to commemorate their trip the best way they know how — with a sunset jam session. They leave Nangdo Island and drive to the other side of Yeosu’s bay, to its easternmost Baekyado Island.  There they take advantage of a unique property of their electric GV60, its vehicle-to-load (V2L) system. Taking out their electric keyboard, guitar, microphone and speakers, they plug them right into their car and have an instant sound stage. The Genesis GV60’s V2L system can power a variety of external devices, from instruments to lights, camping gear and even electronics.

Planning a trip to Korea? Be sure to rent a Genesis to explore destinations beyond Seoul and experience all that the country has to offer. And stay tuned for the next travelogue.

For more on the group’s journey in Yeosu, watch the video below:

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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CAIRO, Aug. 8, 2025 — Genesis officially made its debut in Egypt, reinforcing its global growth strategy with the introduction of its electric vehicle (EV) lineup to the local market. The launch marks the brand’s ongoing expansion into Africa and signals a bold new chapter across the Middle East and Africa.

To celebrate the arrival, Genesis hosted a high-profile brand launch event on Aug. 7 set against the serene backdrop of the crystalline shores of KIKI’S Sage in Hacienda Sidi Heneish on the North Coast. Genesis unveiled three key models: the GV60, the Electrified GV70 and the Electrified G80. Each vehicle reflects Genesis’ signature “Athletic Elegance” design philosophy, defined by bold design, cutting-edge technology and a customer experience inspired by the Korean philosophy of “Son-nim,” or honored guest.

“Launching in Egypt is a pivotal moment for Genesis,” commented Omar Al-Zubaidi, Chief Executive Officer of Genesis Middle East & Africa. “It demonstrates our commitment to markets where luxury and electrification are growing in tandem, and we’re proud to enter the country with a full EV lineup that represents the future of mobility. This launch marks a key strategic region for our continued growth.”

The launch is delivered in partnership with Egypt’s official distributor GB Auto and includes the opening of a flagship 895-square-meter showroom in District 5, New Cairo. While the state-of-the-art space supports the customer journey with personalized services and cutting-edge design, the emphasis is firmly on Genesis’ brand promise, blending bold aesthetics, advanced technology and elevated service.

“It’s a privilege to welcome Genesis to Egypt,” added Ibrahim Naguib, Chief Operating Officer of Passenger Cars at GB Auto. “The brand’s blend of design excellence, performance and customer-focused service is unmatched. We look forward to bringing Egyptian customers the level of luxury and attention to detail Genesis is known for.”

Genesis’ customer-first ownership model includes a five-year warranty and service contract, door-to-door maintenance, home vehicle delivery and access to global concierge services.

With Egypt now positioned as a regional launchpad, the brand will continue expanding its footprint across the Middle East and Africa region, with a focus on sustainable mobility, design leadership and next-generation customer engagement.

LOS ANGELES, July 23, 2025 — Genesis is shifting into high gear with an exciting new entertainment venture to celebrate the upcoming release of Disney’s “Freakier Friday,” hitting U.S. theaters on Aug. 8. In a fun twist worthy of the film’s iconic body-swap premise, Genesis is making a star-studded appearance of its own with its award-winning SUV lineup, including the sleek GV60 and the bold GV80, featured prominently in the much-anticipated sequel to the 2003 Disney classic “Freaky Friday.” Genesis’ media agency, Canvas Worldwide, facilitated a targeted media campaign that included linear and social media support, along with a custom spot highlighting the vehicle placement in the new film.

“Genesis is dedicated to crafting vehicles that understand and anticipate the needs of modern families,” said Amy Marentic, Chief Marketing Officer of Genesis Motor America. “Through our collaboration with Disney on ‘Freakier Friday,’ we’re inviting consumers to discover how Genesis can help them navigate life’s daily adventures and empower the leading women who drive them.”

Genesis vehicles are along for the ride as Tess (played by Jamie Lee Curtis) and Anna Coleman (played by Lindsay Lohan) navigate their latest body-swapping adventure in “Freakier Friday.” Whether it's Tess recharging in her all-electric GV60 or Anna cruising through LA in the spacious GV80 SUV, each vehicle becomes an extension of their personalities — refined, bold and ready for anything. As the story unfolds, Genesis helps drive the emotional and physical journey of family dynamics and rediscovery, offering a sanctuary on wheels and a stylish symbol of connection across generations.

Through this integration with Disney’s “Freakier Friday,” there’s an opportunity to introduce new families to the Genesis brand through the lens of storytelling. Rooted in the Korean principle of “Son-nim,” or treating every customer as an honored guest, Genesis brings its distinctly Korean hospitality to the big screen, not just through its vehicles, but also the experiences they enable. Whether it's the peacefulness of the GV60's elegant cabin or the powerful presence of the GV80 on the road, each model reflects Genesis' commitment to creating memorable, human-centered moments.

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.

NORTH BERWICK, Scotland, July 13, 2025 — Nico Echavarria hit a remarkable hole-in-one at this year’s Genesis Scottish Open, earning himself keys to his very own Genesis GV60 and a unique VIP experience to the Genesis Championship in Korea for a fan.

The Colombian was the only player to ace the 6th hole, during the final day of the tournament, on his way to a 5-under finish.

As a result of Echavarria hitting the perfect 121-yard shot with his 60-degree wedge, a lucky spectator took home a hospitality package for two to visit the 2025 Genesis Championship in Korea, a co-sanctioned tournament by the DP World Tour and KPGA TOUR, slated for Oct. 23 to 26, including business class flights, accommodation and VIP tickets.

The fan correctly predicted Echavarria would be the first to hit a role in one as part of the 6th Hole Stadium Experience competition, and was chosen randomly from those who entered online and on site at the Genesis Scottish Open.

Upon receiving the GV60 for his hole-in-one, Echavarria expressed his appreciation, saying: “I want to thank Genesis for the support, not only at this tournament, but also on the PGA TOUR.” He added, “congratulations to the winning fan, and thank you for having so much faith in me.”

Mike Song, Global Head of Genesis, commented: “It was a perfect swing that truly embodied the ‘Athletic Elegance’ Genesis strives for. It was a standout moment that added a lasting impression to the tournament.”

Nico Echavarria turned professional in 2017 and is currently 51st in the Official World Golf Rankings. The 30-year-old has two career wins on the PGA TOUR and won the Masters Par 3 Contest in April.

Innovative Fan Experiences

This year’s Genesis Scottish Open introduces fans to a new level of interactivity and excitement, blending immersive fan experiences with the tournament’s rich atmosphere. The Fan Zone has been reimagined to deliver truly memorable moments for attendees of all ages, reflecting Genesis’ commitment to thoughtful and engaging activations.

The 6th Hole Stadium Experience returns as one of the event’s most talked-about attractions. This fully enclosed par-three hole offers grandstands, viewing platforms and interactive moments to bring fans closer to the action.

Positioned at the signature 6th hole, the Genesis Public Lounge offers a welcoming environment for fans to connect with the Genesis brand while enjoying premium amenities and the immersive virtual reality TGL golf simulator. Also at the 6th Hole Stadium Experience, a dedicated Kids Cheering Zone has been designed to bring young fans closer to the action with a prime view to experience the thrill of live tournament play.

An Elevated Commitment to Golf

With its continued investment in premier tournaments like the Genesis Scottish Open and the Genesis Invitational, Genesis is redefining what it means to merge tradition, luxury and innovation in golf. The brand’s approach is rooted in the Korean philosophy of “Son-nim,” a belief that every visitor should be treated as an honored guest. Whether through its unmatched hospitality offerings, its support of emerging talent or its sustainable solutions, Genesis’ dedication to golf goes far beyond the greens.

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.”

Fast forward to 2025, Genesis has unveiled a redesigned version in Korea that’s already turning heads. The upgraded GV60 elevates the driving experience with a suite of enhancements, offering a more refined and futuristic ride than ever before.

Sportier Stance, Refined Elegance

The redesigned GV60 makes a striking statement with its sophisticated and dynamic exterior, clad in notable enhancements that distinguishes it from its predecessor. Its blend of sportiness and elegance perfectly embodies Genesis’ design philosophy of “Athletic Elegance.”

One of the most standout updates is in the headlamps, which now feature Micro Lens Array (MLA) technology. Together with the newly designed bumper, they enhance the model’s wider, lower profile.

The length of the front overhang has been increased by 30 millimeters, creating a more three-dimensional and dynamic look. This subtle alteration not only significantly changes the silhouette of the car but also improves its aerodynamic performance.

Along the side and rear, the wheel arches, side cladding, and bumper, which were previously finished in black, now bear the same color as the body, completing a cleaner look.

Furthermore, the latest GV60 introduces fresh wheel designs for different drivetrains. The new five-spoke 20- and 21-inch wheels align with the dynamic design of the front profile while minimizing air resistance. The 19-inch wheels now come in a matte dark gray color, enhancing the model’s silhouette.

The front four-piston monoblock brake calipers have been standardized across all drivetrains. They come in uncoated silver for standard rear-wheel drive (RWD), white for standard all-wheel drive (AWD) and black for performance AWD.

Packed With Innovative Tech

Inside, the GV60 retains its beloved design elements while introducing noteworthy upgrades that enhance the driving experience.

The iconic Crystal Sphere electronic shift dial, Fingerprint Authentication System, Digital Side Mirror as well as the circular design theme remain.

One of the most distinct interior design upgrades is the removal of the bezel between the digital instrument cluster and the infotainment display via the introduction of an ultrawide 27-inch OLED screen. This expansive display, which is the basis of Genesis’ connected car Integrated Cockpit (ccIC), seamlessly displays information and even offers augmented reality navigation with the optional built-in camera.

The steering wheel has been changed from a two-spoke to a three-spoke design, enhancing grip. The newly added Hands On Detection (HOD) feature offers a more precise and convenient experience of the Advanced Driver Assistance System (ADAS).

Highlighting Genesis’ meticulous attention to detail, the smartphone wireless charging area has been updated from a diagonal slot to a horizontal pad, making it more convenient to view one’s phone while it charges.

Some of the most major technological improvements are found in the camera systems. The Built-in Cam 2 now offers enhanced resolution and voice-recording capabilities, as well as the ability to record video from the rear-facing camera. The rear-view mirror has been upgraded to a Digital Center Mirror, which, with the flip of a switch, can provide rear visibility without being blocked by anyone in the rear seats.

A new In-Cabin Camera (ICC) feature has been added to the top of the steering wheel, offering real-time monitoring of the driver’s inattention and fatigue levels.

Another newly added convenience feature is the Walk Away Lock (WAL), which particularly comes in handy when the driver has their hands full or forgets to lock the doors. When the driver moves more than 2.5 meters away from the vehicle while carrying the smart key or digital key, the doors automatically lock, substantially improving practicality for everyday use.

Enhanced Performance

The most notable performance enhancement is undoubtedly the fourth-generation battery cells, which now hold 84 kilowatt-hours of electricity, up from the previous 77.4 kilowatt-hours, all while maintaining the same-volume battery pack. This increase extends the driving range per single charge from 451 kilometers to 481 kilometers.

The battery charging time remains unchanged despite the increased battery capacity, allowing it to charge from 10 percent to 80 percent in just 18 minutes when using a 350-kilowatt ultra-fast charger. The batteries are also equipped with a second-generation conditioning system that automatically cools the batteries and enables manual operation while providing battery temperature status information, optimizing management.

In addition to being elongated by 30 millimeters compared to the previous model, the design of the front bumper has been revised, leading to significantly improved airflow along its sides and bottom. Moreover, the incorporation of various shapes of 3D undercovers and front wheel stakes to the underside of the vehicle has reduced the GV60’s drag coefficient from 0.29 to 0.28.

The Smart Regenerative Braking System automatically adjusts the amount of deceleration from regenerative braking based on forward traffic flow and navigation map information, thereby heightening driving efficiency.

The front and rear shock absorber valves used in the Electronically Controlled Suspension (ECS) are now more advanced, allowing for individual control of the compression and extension of the shock absorbers, minimizing unnecessary body movements.

The GV60 provides a luxurious and serene driving experience with the extensive use of sound-absorbing materials, which have been newly integrated to the B-pillars, C-pillars, trunk and rear wheel arches. To minimize unnecessary noise and vibrations generated by the engine, the motor’s compensation control logic has also been optimized.

Building on these advancements, the number of controllers capable of Over the Air (OTA) updates in the GV60 has increased from 18 to 45, ensuring that a wider range of systems can be updated wirelessly, keeping the vehicle up to date with the latest features. In this way, GV60 owners benefit from a vehicle that can continually evolve, improving and updating its internal software functions over time for greater efficiency.

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

Buying a Genesis car isn’t merely about transportation. It’s buying an experience. And at the heart of this is a Korean philosophy that emphasizes treating customers as honored guests, known as “Son-nim.”

A Sanctuary of Comfort in Europe

At Genesis, Son-nim is more than a tagline — it’s a core belief that permeates every facet of the Genesis brand. Genesis cars seamlessly integrate into the lifestyles of their owners and become a trusted companion in daily life.

Such is the case for Manuela Orfanò, a team lead at GP Piping Systems in Switzerland, a producer of pipes for water and cooling applications.

Orfanò describes her GV60, an electric vehicle (EV), as her “private spa,” a sanctuary where she can unwind and prepare for the day ahead.

“I can tell you what my mom always says when she sits in the car,” Orfanò shares, “‘Manu, che lusso!’ [That’s Italian for] ‘Oh, what a luxury!’”

Among her favorite features is Remote Smart Parking Assist (RSPA), which provides her with a sense of ease that makes everyday life much smoother and more convenient.

Charlie Langhorne, co-founder and managing director at Wild in Art in the U.K., a platform for artists to showcase their work, compares his Genesis GV80 to a cozy “cocoon.”

He especially loves the heated steering wheel and seats, mentioning, “When I’ve had a long day, I’ve got a long drive ahead of me, I’ll get in and go, ‘aah,’ relax, and ‘now let’s drive!’”

The unmatched comfort and luxury of his spacious SUV especially comes in handy for his active lifestyle that includes cycling and running.

“I know the car is not going to worry about having my bike in the back,” he says. “Everything is so beautifully put together. Everything is so tactile.”

For Sebastian Wacht, partner at the management consulting firm W&W Beratung Maximilian und Sebastian Wacht in Germany, his Genesis GV70 strikes the perfect balance between comfort, reliability and understated elegance.

“Long-distance comfort is very important to me because I travel a lot for business when I meet with customers,” Wacht says.

Genesis’ exceptional customer service, including direct access to a technical assistant, deepens his appreciation for the marque. Most of all, Wacht mentions he appreciates the vehicle’s design, which is both stunning and subtle.

White-Glove Service in Canada

In Canada, Genesis owners like Robert and Doug cite the brand’s “white-glove” offerings as a vital component of their Son-nim experience.

A key highlight of these perks is none other than the tailored concierge service, which allows potential customers to arrange an at-home test drive and delivery to a location of their choice. The concierge also serves as the primary contact point after the purchase date, available to assist with maintenance tasks and any other issues that may arise.

“It’s perfect,” says Robert. “They're extremely respectful of my schedule and my time.”

So far, owning a Genesis has been nothing but wonderful, he says.

“My job is extremely busy and stressful, and I find when I have that transition time from leaving the office to home, getting in the comfort of my car is a wonderful experience,” he says. “The ride is the quietest ride I’ve ever had.”

When buying a Genesis, Doug was particularly impressed that he got answers to all his questions — a quality that’s ironically hard to find these days. 

“That wasn’t always the case with the vehicles that I’ve bought [in the past],” Doug confides. “I just love that they care and value me as a true customer.”

From the start, Genesis made the entire process effortless for Daniel, an avid skier and sports car enthusiast who owns a G70. Daniel’s Genesis Experience Manager delivered his vehicle to the ski hill when he finalized his purchase, creating a moment he will never forget.

“I was head to toe in ski gear when they delivered it to me,” he says. “It was so awesome.”

Daniel’s G70, he says, is the perfect match for his adventurous lifestyle, delivering luxury, performance and all-weather capability.

“The G70’s Comfort and Sport modes are a game changer. I stick to Comfort Mode for longer drives, but Sport Mode really shines on windy cottage trips, tightening up the suspension and making the car feel like a performance vehicle.”

Some other favorite features include the Head-Up Display (HUD) navigation, seat extender and the ability to start the vehicle and adjust the climate from his phone, the last of which is particularly useful in coping with the unpredictable weather of Ontario, Canada, where he lives.

“Whether I’m towing my jet-ski or navigating winter snowstorms,” Daniel shares, “the G70 always keeps me secure and ready for anything.”

Owner-Exclusive Events

The Genesis owner community is not just a group of vehicle owners but a network of Son-nim who genuinely share a deep appreciation for Genesis’ quality, innovation and customer-centric approach. Genesis gathers this community through yearlong events and experiences that allow owners to build connections with fellow Son-nim.

Orfanò’s unforgettable experience at the 2023 Genesis Scottish Open is just one example.

One of the top five tournaments on the DP World Tour, the Genesis Scottish Open is held every July at the exclusive Renaissance Club, located just outside Edinburgh in East Lothian, Scotland. Knowing how much she loves golf, Genesis invited Orfanò to participate in 2023.

“Getting the chance to play the same course with the same pin position was something I will never forget,” Orfanò recalls. “You’re not just buying a car; you’re buying an experience.”

For Jean-Francois, receiving an invitation to the 2023 NHL Awards in Nashville, Tennessee, was a once-in-a-lifetime opportunity that underscored Genesis’ dedication to creating memorable moments for its customers. The chance to engage with NHL coaches and alumni, paired with the brand’s hospitality, made the event truly special, he says.

“My experience with Genesis has been amazing,” notes Jean-Francois. “From the vehicle selection to delivery, everything has been a 10 out of 10.”

Jean-Francois’s enthusiasm for the brand was echoed by fellow Son-nim Keith and Rochelle, both of whom joined the 2024 NHL All-Star Weekend in Toronto, Canada.

Keith, along with other Genesis owners, were treated to a VIP experience that included going shopping with NHL alumni Tie Domi.

“When my friends enviously asked how I won such a cool prize, all I could say was I just bought a vehicle I’m really happy with,” Keith remarks. “With respect to performance, design, vehicle appointments and technology, my Genesis rivals any luxury vehicle I have owned.”

Rochelle wholeheartedly agrees. “As a Genesis owner, I continue to receive exceptional service,” she says. “I highly recommend Genesis for their luxurious vehicles, exemplary service, expertise and dedication to their clients.”

Disclaimer: The Genesis owners in Canada mentioned in this article are identified solely by their first names, reflecting their choice for privacy.

SEOUL, March 10, 2025 — As part of a new brand campaign, Genesis has released a short documentary titled “In Pursuit of Northern Lights,” which captures a thrilling journey to photograph the elusive aurora borealis.

The documentary is now live on Genesis’ official global YouTube channel.

The film follows an expedition by Virgil Reglioni, a Norwegian aurora explorer and photographer known as the “Hunter of Light,” as he searches for northern lights in Tromsø, Norway, and the rest of the Arctic in the redesigned GV60.

The GV60 sports an eye-catching new exterior color, “Tromsø Green,” inspired by the night sky above Tromsø, which is famous for its northern lights. The paint creates a dazzling yet mysterious impression through its glittering metallic pigments that reflect the light touching the vehicle’s surface.

At the same time, the GV60’s unique identity and luxurious image is emphasized by the refreshed front bumper with its bold three-dimensional shape and its Two-Line headlamps featuring Genesis’ brilliant and intricate Micro Lens Array (MLA) technology, complimented by its sleek new five-spoke 21-inch wheels.

In addition, the GV60 is equipped with an 84-kilowatt-per-hour fourth-generation battery that maintains a stable energy supply even at low temperatures. With its Smart Regeneration System 3.0, it efficiently recycles energy generated during deceleration and braking, mitigating the performance challenges of electric vehicles in extremely cold environments and demonstrating its reliable driving capabilities.

The premiering of the documentary to commemorate the launch of the redesigned GV60 is symbolic of Genesis’ vision and the brand’s pioneering spirit in pursuing a fully electrified society.

In conjunction with the premiere, Genesis is hosting a special display in Seoul called “GV60 Wonder Studio,” where visitors can get a closeup look of the redesigned GV60. The exhibit opened on March 7 and will last until March 16 at MM Seongsu in Seoul’s Seongdong neighborhood. Visitors can enjoy an immersive experience of the Arctic’s mysterious lights while acquainting themselves with the charming aura of the redesigned GV60.

SEOUL, March 6, 2025 — Sales for the redesigned Genesis GV60 in Korea start today, showcasing more powerful performance and state-of-the-art luxury features.

It’s the first time Genesis’ sole electric model developed on a dedicated electric vehicle (EV) platform has undergone a redesign since it was initially launched in October 2021.

Inspired by the brand’s design philosophy “Athletic Elegance,” the redesigned GV60 comes with an 84-kilowatt-per-hour fourth-generation battery, allowing it to travel up to 481 kilometers on a single charge*.

Its innovative Smart Regeneration System and other newly introduced driving features offer a comfortable yet dynamic driving experience that is unique among luxury EVs. This includes an immersive in-car entertainment system that supports several streaming services on a large display with Dolby Atmos sounds. The driving experience is further enhanced with convenient features like a Hands On Detection (HOD) steering wheel and Walk Away Lock.

Imbued With ‘Athletic Elegance’

The GV60 has been reborn with a more refined exterior design that presents a striking and futuristic image in line with Genesis’ design philosophy Athletic Elegance, while the interior embodies the brand’s “Beauty of White Space” concept complemented by an array of sophisticated tech features.

At the front, the new model sports a refreshed bumper with a three-dimensional shape that exudes a bold impression. The headlamps highlight the brand’s iconic Two Lines design language with stunning and sophisticated Micro Lens Array (MLA) technology that welcomes the driver when they unlock the car.

The vehicle comes with the choice of new, sleek five-spoke rims in 21-inch dark metallic glossy gray or 20-inch light silver wheel options. The standard 19-inch wheels feature a matte dark gray color, which, along with the wheel arch cladding, gives the model a sporty yet elegant appearance.

The rear skid plate now matches the body color, providing a modern and sturdy SUV feel, while emphasizing the GV60’s wide and low stance.

While retaining its acclaimed design elements such as the Crystal Sphere (a rotating orb-shaped gear shift) and other circular details, the interior of the newly designed GV60 has also been refined.

A new feature is a 27-inch connected car Integrated Cockpit (ccIC) infotainment system, which eliminates the bezel between the cluster and the audio-visual and navigation (AVN) screen. There’s also the sporty three-spoke steering wheel, and the center console and crash pad, which are now outfitted in patterned aluminum.

The GV60 is available in 12 exterior colors, including the new “Tromsø Green.” The interior comes with five color options, including three new two-tone combinations: “Prussian Blue/Sky Blue,” “Pine Grove Green/Gold Coast Yellow” and “Galaxy Black/Aqua Green.”

Convenient EV Experience

The GV60 is equipped with a high-energy-density fourth-generation battery, increasing its capacity from the previous 77.4-kilowatt-per-hour to 84-kilowatt-per-hour. The car’s revised bumper profile and added 3D full undercover also enhance its aerodynamic performance, extending the driving range on a single charge from 451 to 481 kilometers*.

Improved battery cooling performance enables the vehicle to maintain a charging time of just 18 minutes when charging from 10 percent to 80 percent battery capacity using 350-kilowatt ultra-fast charging. Battery Conditioning Mode has also been optimized for rapid charging performance even in low winter temperatures.

The GV60 now comes with the new Smart Regeneration System 3.0, making driving more economical and efficient. The system automatically applies the optimal amount of regenerative braking for each driving scenario by considering navigation information such as traffic flow, the driver’s deceleration patterns, speed cameras, speed bumps and roundabouts.

Luxuriously Comfortable and Fun Drive

Genesis has improved the front and rear shock absorber valves applied to the GV60’s Electronically Controlled Suspension (ECS)**, increasing the tuning flexibility of the damping force to enhance vehicle stability and ride comfort.

Additionally, the hydro bushings previously applied only to the front suspension have been added to the rear, minimizing road vibrations, while the steering gear ratio has been optimized to improve steering response.

The driving experience of the GV60 is maximized with a quiet interior and a new Electric Active Sound Design (e-ASD). In addition to the previously applied Active Noise Control-Road (ANC-R), the GV60 features enhanced soundproofing materials in the rear seats and cargo area, as well as improvements to the sealing structure in the front windshield, further increasing interior quietness.

The new e-ASD options "Horizon" and "Heritage: Black" intuitively convey vehicle behavior like torque and speed through vivid sound. In particular, Heritage: Black, which mimics the muted and beautiful harmonic structure of a six-cylinder engine, best expresses Genesis' signature driving feel and emotion.

The GV60 offers a fun driving experience with a range of features that complement its powerful performance.

The GV60 all-wheel drive (AVD) delivers a powerful performance with a combined maximum output of 360 kilowatts (490 metric horsepower) and a maximum torque of 700 Newton-meters (71.4 kilogram-force meters) when Boost Mode is activated. It can accelerate from zero to 100 kilometers per hour in just four seconds (based on an experiment conducted by the Hyundai Motor Group’s Namyang R&D Center) and is equipped with:
 

• Virtual Gear Shift (VGS)*** that provides a shifting feel similar to that of internal combustion engine vehicles through precise motor control.
• Hidden Drift Mode*** enables dynamic driving by inducing more oversteer in corners through power distribution and braking control.
• Electronic Limited Slip Differential (e-LSD)*** enables an optimal amount of torque to be distributed to the wheels when turning around at high speeds, improving performance when cornering and starting off. This offers drivers more stable control on slippery roads and in snowy or rainy weather.

Genesis has standardized the four-piston monoblock brake calipers across all GV60 models, enhancing its high-performance and dynamic image.

Premium User Experience

Genesis has levelled up the onboard infotainment experience with a variety of new high-tech features. The voice recognition system now conveniently responds to the wake-up command, “Hey Genesis.” Passengers will have a wide range of streaming services supported, including Genesis Music, Disney+, Netflix, Bloomberg, Genie Music and Melon.

A Bang & Olufsen high-resolution sound system completes the immersive entertainment experience with 17 individual speakers powered by next-generation Dolby Atmos immersive spatial audio technology.

Genesis has also upgraded the model’s advanced driver assistance system with features such as In-Cabin Camera (ICC), Lane Keeping Assist 2, and a Hands On Detection (HOD) steering wheel to make driving safer.

Along with this, new convenience features have been added such as Built-in Camera 2, Digital Center Mirror, and Walk Away Lock. The efficiency of the GV60’s Face Connect, which allows for vehicle access and customizable functions through facial recognition using a camera installed on the B-pillar, has been improved for more accurate face recognition.

Genesis has significantly expanded the range of over-the-air software updates to the GV60 such as Smart Parking and battery charging, enabling drivers to continuously experience the latest product updates after the vehicle is purchased.

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

*Combined AER for the 2WD powertrain variant based on Korean EV certification standards
** Comes as standard with Performance AWD variant. Optional as add-on on Standard AWD variant
*** Based on the Performance AWD model only

ST. MORITZ, Switzerland, Feb. 6, 2025 — Marking its fourth year as the main sponsor, Genesis returned to Lake St. Moritz on Feb. 1 and 2 with an exhilarating alpine rescue vehicle, the GV60 Mountain Intervention (MIV) Concept, and from Feb. 8 to 10 will inspire guests with culinary art from Michelin-star chef Dominik Hartmann at the exclusive horse racing event.

Although the first weekend was canceled due to heavy rain and snowfall, the GV60 MIV Concept was displayed to the public on Feb. 1 and 2 in the Event Village. 

Designed for rugged terrains and challenging weather, the GV60 MIV Concept is equipped with snow tracks, carbon fiber enhancements and rescue equipment. The unique concept brings Genesis’ bold, distinctive design philosophy to the magnificent mountain landscape of White Turf. 

Across the weekend of Feb. 8 and 9, Hartmann will host an exclusive four-hands dinner alongside Andrea Bonini, the executive chef of Grace La Margna St Moritz hotel. The two top chefs will combine their extraordinary talents and bring Genesis’ trademark "Son-nim" hospitality to the table, offering an unforgettable experience for lovers of fine dining. 

Hartmann, whose vegetarian restaurant Magdalena boasts two Michelin stars, will also provide culinary delights for those in the VIP Lounge throughout the second weekend of the illustrious equestrian event. 

André Lotterer, Genesis Magma Racing driver and three-time Le Mans winner, will be in attendance at White Turf on Feb. 9 as a special guest. After his FIA World Endurance Championship victory in 2024, Lotterer will take on a new challenge at the helm of Genesis’ GMR-001 Le Mans Daytona h (LMDh) car during the 2026 World Endurance Championship and 2027 IMSA SportsCar Championship series. 

“We are delighted to return to White Turf again in 2025,” said Diego Battiston, Interim Regional Operations Manager of Genesis Motor Switzerland. “Partnering with such a prestigious European event provides us with the perfect platform to showcase the best that Genesis has to offer. For our fourth year as a main sponsor, we further elevated our offering with the presence of the new GV60 MIV Concept and with the culinary Son-nim excellence. By returning to the frozen shores of St. Moritz in 2025, we demonstrate and celebrate our strong commitment to the Swiss market.” 

Genesis will once again bring its distinctly Korean hospitality with Son-nim at its heart to both weekends of White Turf 2025. Inside the event village, guests can enjoy Son-nim hospitality in the Genesis Public Lounge and at the VIP Lounge by the finishing post. Guests can also experience first-hand the Electrified GV70 and the GV60 in the Genesis Public Lounge. 

First held in 1907, and now attracting more than 35,00 spectators, the annual White Turf event challenges jockeys to a series of races on the frozen Lake St. Moritz, including trotting, flat races and the ever-impressive Norwegian art of skijöring.

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 

DAVOS, Switzerland, Jan. 24, 2025 — The Genesis GV60 Mountain Intervention Vehicle (MIV) Concept was revealed this week at the World Economic Forum (WEF) 2025 in Davos, Switzerland, highlighting the brand’s technological innovation and exceptional design. 

The concept has attracted considerable interest at the AMERON Davos Swiss Mountain Resort, near the WEF venue, where it’s been on display since Jan. 20. This marks the third consecutive year that Genesis has showcased a concept model at Davos, following the Genesis X Concept in 2023 and the Genesis X Show Speedium Concept last year. 

This year’s GV60 MIV Concept is designed for rescue support tasks in rugged terrains and challenging weather conditions, prioritizing occupant safety and mission functionality. 

The purpose-built vehicle, inspired by small unit support vehicles (SUSVs) and based on the Genesis GV60, is an electric vehicle (EV) designed for exceptional off-road performance. Its silent operation alleviates noise pollution, minimizing environmental impact. It also features a vehicle-to-load (V2L) system that allows it to supply power to auxiliary devices. 

All accessories were meticulously chosen based on their quality and durability. 

The GV60 MIV Concept comes with snow tracks and features like sports seats, medical supplies and emergency communication and warning systems that support mountain rescue operations in extreme conditions. 

Large carbon fiber fender flares ensure the safety of bystanders and occupants while protecting the vehicle from damage. 

To maximize storage, a custom heavy-duty roof rack has been installed, while the rear hatch rack features modular attachment points for various equipment. 

“Genesis prides itself on creating safe, well-designed luxury vehicles that are audacious, progressive and distinctly Korean,” said Genesis Chief Creative Officer Luc Donckerwolke. “The GV60 MIV Concept expands this vision of comfort and care.” 

The display of the GV60 MIV Concept at AMERON Davos Swiss Mountain Resort ends today.

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. 

SEOUL, Jan. 6, 2025 — Genesis today unveiled the redesigned GV60, giving a new look to the brand’s dedicated electric vehicle (EV) model. 

It’s the first time that the GV60 has undergone a redesign since it made its debut in October 2021. 

The enhanced GV60 boasts a robust and modern exterior based on the brand’s “Athletic Elegance” design philosophy, while the interior comes with high-tech touches embraced by Genesis’ signature “Beauty of White Space” concept. 

Striking Presence 

At the front, the GV60 sports a redesigned bumper with a dynamic, three-dimensional shape that delivers a strong and bold impression. The headlamps newly feature Micro Lens Array (MLA) technology, highlighting the brand’s iconic Two Lines design language. 

On the side, the revamped model features 21-inch wheels with a sporty five-spoke design, which harmonizes with the vehicle’s sleek, coupe-style silhouette and complements the wheel arch cladding that comes in the same color as the body. 

The fender garnishes and rear skid plate match the body color, providing a modern and rugged SUV look that underscores the GV60’s wide and low stance. 

High-Tech Elegance 

The interior retains the well-received elements of the previous GV60 model, such as the Crystal Sphere, a sphere-shaped shift-by-wire system. The latest GV60 also incorporates high-tech features that seamlessly blend with the Beauty of White Space concept and create a luxurious ambience. 

Newly applied to the redesigned model is a 27-inch connected car Integrated Cockpit (ccIC) infotainment system, which eliminates the bezel between the cluster and audio, visual and navigation (AVN) screen. The integration of the upper part of the crash pad contributes to an interior design that gives a more spacious feel. 

A new three-spoke steering wheel adds a sporty touch to the vehicle while enhancing driver usability. 

Further details on the redesigned GV60’s specifications and pricing will be announced in Q1 prior to Korean sales.

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

SEOUL, Dec. 2, 2024 — Genesis today unveiled the newly designed Electrified GV70, boasting elevated luxury and meticulous attention to detail. 
 

It’s the first time the Electrified GV70 has undergone a redesign since the initial model began Korean sales in March 2022. The electric vehicle (EV) model was originally launched as the third EV in the Genesis lineup, following the introductions of the Electrified G80 and the GV60. 
 

The latest Electrified GV70 incorporates more intricate details than its predecessor, taking the brand’s design philosophy of “Athletic Elegance” to new heights. 
 

Exquisite Exterior Design Details 
 

On the front fascia, the Electrified GV70 showcases a new form of Crest Grille with a gradient G-Matrix pattern, accentuated by a bumper design that exudes a wide and sophisticated appeal. The refined intake grille pattern epitomizes the elegant sensibility unique to electric SUVs. The Two-Line headlamps, a hallmark of Genesis, incorporate Micro Lens Array (MLA) technology, improving lighting performance with exquisite design elements. 
 

The side profile presents new 20-inch wheels in a sleek matte dark gray shade, while the color of the existing 19-inch wheels has been altered to create a robust yet sophisticated feel. 
 

On the back, the turn signals have been relocated from the bumpers to the rear combination lamps, enhancing visibility for vehicles behind. The turn signals now adhere to the front Two Lines concept, with the lower part of the bumper also featuring Two-Line chrome garnish for an enhanced aesthetic. 
 

The shape of the high-mounted stop lamp (HMSL) located on the rear spoiler has been streamlined, and a module integrating a digital center mirror (DCM) and a built-in camera has been applied to the lower part of the HMSL, creating a cleaner image. 
 

Added to the exterior color options is the new “Ceres Blue” in gloss or matte. 
 

Interior Comfort and Refinement 
 

The interior of the redesigned Electrified GV70 fully embraces Genesis’ distinctive design principle of the “Beauty of White Space,” seamlessly incorporating state-of-the-art technology to boost the luxury experience. 
 

The 27-inch OLED display offers a user-friendly single horizontal layout that integrates the cluster and infotainment system, while the touch-based heating and air-cooling system emphasizes advanced functionality. 
 

The mood lamp, extending from the upper part of the door trim to the center fascia, contributes to the overall luxurious mood, complemented by the new monotone steering wheel adorned with meticulously crafted stitching. 
 

The newly applied EV-exclusive door garnish and mood light, together called “Milky Way Pattern Mood Lighting,” maximizes the elegant ambience. With real aluminum speaker covers, the premium Bang & Olufsen sound system takes the auxiliary experience to the next level. 
 

The model comes in three interior color options, including the newly introduced EV-exclusive Icy Blue/Glacier White Two-Tone. 
 

Korean sales for the redesigned Electrified GV70 will start in the first quarter of 2025. 
 

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

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. 

Hyundai Motor Group (the Group) hopes to tackle this universal inconvenience with its latest technology called Metal-Coated Heated Glass, which is designed to self-heat using a 48-volt power system, melting frost within minutes. It also resists solar radiation without compromising visibility, making it an effective solution for both harsh winters and scorching summers.

Tests on both the Genesis Electrified GV70 and the GV60 have shown promising results.

Metal-Coated Heated Glass

Defrosting windshields in sub-zero temperatures can be a challenging task. Relying solely on heating, ventilation and air conditioning (HVAC) systems is barely enough, mainly because the low thermal conductivity of air hampers the quick circulation of warm air throughout the cabin. 

In today’s era of autonomous driving, this issue becomes even more critical, as sensors attached to the windshield play a vital role in collecting essential data for self-driving systems. Any residual frost or moisture on the windshield can impede sensors’ ability to gather crucial information on the road, impacting the reliability and performance of autonomous vehicles.

This is where the Group’s Metal-Coated Heated Glass comes in.

The technology features an inherent glass-heating capability, offering superior defrosting performance. In other words, this special type of glass raises the temperature of the glass itself, allowing for the complete removal of frost. 

48-Volt Power System

The key to achieving exceptional defrosting performance with Metal-Coated Heated Glass lies in the adoption of a world-first 48-volt power system, which quickly transmits heat from the electrically powered metal coating to the glass.

The coating applied inside the glass, which consists of nearly 20 layers of metal components including silver, enables the glass to heat up when current passes through the windshield. 

“The 48-volt power system is optimized for electric vehicles (EVs) and plug-in hybrids, which utilize high-voltage battery power,” says Giheon Jeong, Senior Research Engineer at the Group’s exterior engineering design team for mid- and large-sized vehicles, who developed the technology. “It applies higher voltage than the Group’s conventional 13.5-volt power system.”

With a 48-volt power system, Metal-Coated Heated Glass can reach up to 75 degrees Celsius from room temperature. While it’s technically possible to achieve even higher temperatures, the Group has decided to limit the range out of safety precautions, Jeong explains.

Metal-Coated Heated Glass can remove frost in as little as 5 minutes at temperatures as low as minus 18 degrees Celsius. In comparison, it takes the 13.5-volt power system more than 15 minutes to remove the frost in the same environment. 

Another notable feature of Metal-Coated Heated Glass is its excellent forward visibility. Conventional heated glass often comes with the drawback of visible tungsten wires, which obstruct the driver’s vision. The Group’s Metal-Coated Heated Glass, on the other hand, features a transparent metal coating, thus providing a clear, undistorted view without any glare or distortion.

The Group has filed for patents for Metal-Coated Heated Glass in Korea and other major foreign markets, with plans underway to incorporate it into future vehicles.

Solar Heat Rejection

Metal-Coated Heated Glass is effective during summer as well.

By reflecting infrared radiation and emitting its own heat, the technology can reject at least 60 percent (according to ISO13837 standards) of the solar heat striking the glass, limiting the rise of cabin temperatures by up to 2 to 3 degrees Celsius.

The technology stands out even when compared to general heat-blocking tinting films.

Most thermal insulation tinting films with the equivalent performance as Metal-Coated Heated Glass have a visible light transmission rate below the standard requirement of 70 percent. As a result, installing such tinting films makes it difficult for drivers to maintain clear vision in adverse weather conditions. In contrast, Metal-Coated Heated Glass not only meets the visible light transmission rate of 70 percent, but also ensures bright and clear visibility. 

Metal-Coated Heated Glass is also free from the issue of communication interference that’s often found in tinting films. The metal components contained in tinting films can disrupt radio waves and infrared communication, occasionally leading to abnormal operations of cellular communication and GPS signals inside the vehicle. 

Metal-Coated Heated Glass, however, leaves areas where heating is unnecessary uncoated, and employs pattern-processing techniques on the metal-coated surface. This effectively allows the glass to maintain the same level of radio wave reception performance as regular glass.

A Step Forward

Looking into the future of mobility design, Metal-Coated Heated Glass could have profound implications.

There’s the potential elimination of air vents on the upper crash pad, used for defrosting and dehumidifying. This could open exciting possibilities for cutting-edge innovations like full head-up displays leveraging the entire windshield, or the integration of big-screen augmented reality navigation systems. 

Going forward, Jeong says he anticipates Metal-Coated Heated Glass to play a particularly important role in EVs. 

“Efficiently managing thermal energy in EVs not only allows for greater utilization of convenience features inside the cabin, but also helps to increase driving range,” he notes. “We are taking a significant step toward the future of mobility.” 

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.

With over 15 years of dedicated research, Hyundai Motor Group (the Group) has made significant advancements in battery management systems, known as BMS. Widely referred to as the vehicle’s “brain,” BMS effectively provides the necessary control information to ensure optimal utilization of batteries, giving EV owners peace of mind.

What is BMS? 

A key role of the Group’s BMS is precise battery system monitoring. By swiftly detecting any abnormalities in the battery’s performance, it assesses the level of risk and performs necessary safety controls within the vehicle. When necessary, it also alerts the car owner of those anomalies, thus preventing any major issues from arising. 

EV battery fires can occur for various reasons, but the majority are due to cell defects or cell shorts caused by impacts. To watch out for any irregularities in this regard, the Group’s BMS constantly monitors the battery during driving and charging, and even periodically during parking. 

Among the variety of factors monitored by the BMS are voltage deviation, insulation resistance, current and voltage fluctuations, as well as temperature and overvoltage. In the Group’s latest released vehicles, the systems are equipped with additional capabilities to detect instantaneous and micro-short circuits, enabling them to identify potential faults that might have occurred several days or weeks prior.

Recognizing the effectiveness of these short circuit detection technologies in spotting potential battery fires, the Group plans to implement them in all newly sold vehicles. For previously sold EVs, the Group intends to develop relevant update tools by the end of the year for gradual application. 

How Does BMS Work? 

When the BMS detects signs of abnormalities, it promptly initiates necessary safety controls and, depending on the severity of the risk, immediately notifies the car owner. This involves communicating the detected signs to a remote support center, which then triggers an automatic text message to be sent to the owner, advising them to bring the vehicle in for inspection.

Going forward, the Group is looking to further improve the BMS so that it automatically alerts local authorities of severe risks. Other efforts include developing an “onboard-cloud integrated safety management system,” which combines advanced diagnostic technology and cloud server-based remote precision diagnostics, utilizing physical and machine learning models. 

3-Step Overcharging Prevention System 

Throughout the history of the Group’s EV vehicles, there hasn’t been a single case of an EV fire caused by overcharging. This can be attributed to the effective monitoring capabilities of the BMS and its seamless coordination with the charging controller. 

The Group’s overcharging prevention technology incorporates a reliable three-step system that guarantees safety: 

Step 1. The BMS and charging controller constantly manage the charging process of high-voltage batteries, ensuring safe charging within the optimal current range. 

Step 2. The BMS monitors the battery’s charging status in real-time. If it discovers any deviations from the normal range, it quickly triggers the charging process to halt. 

Step 3. In the unlikely event that both the vehicle control unit and battery control unit malfunction, a physical safety circuit is triggered, forcibly disconnecting the current pathway.

Cell Balancing Technology 

Another key aspect of the Group’s BMS is its cell balancing technology, which comprehensively manages the battery cells to maintain optimal durability and performance. 

The BMS detects any cases of voltage variation among cells and performs cell balancing control to minimize the voltage difference. It also constantly monitors battery temperature and overall condition to calculate and control the maximum power output that the battery can provide. 

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

FOUNTAIN VALLEY, Calif., Aug. 14, 2024 — The Newsweek Autos Awards recognized three Genesis models as top picks in their respective lifestyle categories, further cementing the brand’s position as a leader in style and innovation. 

The 2024 GV60 was named Top Pick for Tomorrow Seekers, the 2024 Electrified GV70 was named Top Pick for Goal Getters Lifestyle and the 2024 GV80 SUV was named Top Pick for Single, Powerful Women. 

"At Genesis, our commitment is to deliver vehicles that not only meet, but exceed our customers' expectations," said Claudia Marquez, Chief Operating Officer of Genesis Motor North America. "Whether someone is looking for a dynamic and athletic EV, such as the GV60 or the Electrified GV70, or an SUV with a refined interior that perfectly balances comfort and refinement like the one found in the GV80, Genesis has a vehicle tailored to our customer’s preferences and lifestyles. These Newsweek award recognitions are a testament to the dedication and craftsmanship that goes into each of our models." 

The GV60 features a distinctive athletic exterior and interior inspired by classic Korean architecture, embodying the brand’s design ethos of “Athletic Elegance” and the “Beauty of White Space.” It features leading safety and technology features, including Face Connect, Fingerprint Authentication System, Crystal Sphere and Genesis Digital Key. 

The Electrified GV70 sets an unprecedented standard in electrification with intelligent ultra-fast charging, instantly responsive motors, and a suite of available safety and advanced driver assistance systems. The 2024 Electrified GV70 is comprehensively equipped with a 12.3-inch digital instrument cluster, navigation system with a 14.5-inch HD screen, 20-inch alloy wheels, panoramic sunroof, leather seating and heated and ventilated seats. 

The GV80 continues the model’s legacy of delivering a robust and athletic SUV persona paired with an elevated in-car experience. New features for the 2025 model year include a 27-inch OLED integrated instrument cluster and navigation touchscreen, Over-the-Air (OTA) software updates for map and multimedia software and vehicle modules, Fingerprint Authentication System, USB Type-C ports, front four-piston fixed monoblock brake calipers, and Two-Line headlamps with Micro Lens Array (MLA) technology. 

The Newsweek Autos Awards acknowledge vehicles that stand out for their innovation, design and ability to meet the needs of different customer segments. 

The full list of Genesis vehicles recognized by Newsweek Autos Awards 2024: 

• 2024 Genesis GV60: Top Pick for Tomorrow Seekers 
• 2024 Genesis Electrified GV70: Top Pick for Goal Getters Lifestyle 
• 2024 Genesis GV80: Top Pick for Single, Powerful Women

FOUNTAIN VALLEY, Calif., July 25, 2024 — JD Power today released its 2024 U.S. Automotive Performance, Execution and Layout (APEAL) Study, naming the 2024 Genesis GV60 top small premium SUV for the second consecutive year. The model topped the study in six categories: powertrain, driving comfort, interior, driving feel, getting in/out and setting up/starting. 

“At Genesis, we design our products with the customer top of mind,” said Claudia Marquez, Chief Operating Officer of Genesis Motor North America. “The GV60 delivers on this commitment with its sleek silhouette, dynamic high-efficiency motor and a host of advanced technologies. We are pleased our customers continue to recognize the excellent design and performance of the GV60, our first dedicated EV, in the JD Power APEAL Study.” 

The GV60 was introduced in 2022 as Genesis’ first dedicated electric model. With its distinctive athletic exterior and interior inspired by classic Korean architecture, the GV60 embodies the brand’s design ethos of “Athletic Elegance” and the “Beauty of White Space.” Its interior features a spacious layout that incorporates upcycled materials with leading safety and technology features.  The GV60 also features world-first innovative technologies, such as Face Connect and Crystal Sphere, allowing the driver to further connect with the vehicle and personalize their driving experience. 

The JD Power U.S. APEAL Study examines new-vehicle owners’ assessments of their experiences with their new vehicle after 90 days of ownership. The study data provides insight on experiences with design, performance, safety, usability and comfort, among other factors. 

NORTH BERWICK, SCOTLAND, July 11, 2024 — The Genesis Scottish Open has commenced today at the Renaissance Club in North Berwick, Scotland. As the title sponsor of the tournament for the third consecutive year, Genesis will be offering its distinctive hospitality experience to all that attend the tournament demonstrating the brand’s commitment to the sport of golf. 

A Showcase of Golfing Excellence 

First held in 1972, the Scottish Open stands as the final event of The Open Qualifying Series for 2024 and is one of the DP World Tour’s prestigious Rolex Series events. 

“We are delighted to see more fans attending our tournament each year to support their favorite players. At Genesis, we take great pride in making sure that the players compete only in the best of conditions, in terms of course environment and hospitality experience,” said Mike Song, Global Head of Genesis. 

156 players will take part in the 2024 Genesis Scottish Open, featuring six of the top 10-ranked golfers in the Official World Golf Rankings. Notable players in the field include the defending champion Rory McIlroy, 2022 winner Xander Schauffele, Ludvig Åberg, Wyndham Clark, Viktor Hovland and Collin Morikawa. 

Three KPGA TOUR players with sponsor exemptions are invited to compete in the tournament. Sanghyun Park earned his place after winning the 2023 Genesis Championship, while Jeongwoo Ham and Junghwan Lee earned their exemption rights by taking first and second place in the Genesis Point System, respectively. Other Korean players include Tom Kim, Sungjae Im, Byeong-hun (Ben) An and Si Woo Kim, among others. 

The winner of this year’s tournament will be awarded an Electrified GV70 and $1.4 million USD from the total prize purse of $9 million USD. 

Genesis is continuing its signature double hole-in-one prize, awarding the first player to ace the 17th hole an Electrified GV70, and a GV60 for his caddie. 

In addition, Genesis is introducing another hole-in-one activation for the 6th hole this year. Dubbed the “6th Hole Stadium Experience,” spectators can get a chance to be assigned to a feature group. Three spectators will be able to watch from the tee box, and each spectator will be assigned to one player from the group that takes on the 6th hole. 

The first player who aces the hole will receive a GV60, and the spectator paired with the winning player will take home a hospitality package for two to visit the 2024 Genesis Championship in Korea, a co-sanctioned tournament by the DP World Tour and KPGA Korean Tour (Oct. 24-27). 

Son-nim Hospitality: Enhanced Fan Experience 

Genesis has prepared a wider variety of programs for fans this year, reflecting the brand’s unique philosophy on hospitality that places customers at the heart of every brand touchpoint. 

At “The Academy,” golf fans of all ages and skill levels can learn how to play golf and gain useful tips from coaches. Meanwhile, “The Arcade” offers a chance to learn about the history of gaming culture through immersive golf gaming experience. “Putt Putt” is a mini golf course inspired by the Renaissance Club course, where guests can experience key landmarks and quirks of the course, such as stone walls, bunkers and the Fidra Lighthouse. 

Guests can also put their swings to the test at the interactive kinetic art installation booth titled “Electrify Your Drive,” which captures photos to produce unique kinetic lighting art on the screen based on the speed and direction of the swings. 

Another highlight of the Fan Zone is “Fringe by the Tee,” a pop-up stage presented by a local non-profit music festival Fringe by the Sea, featuring a dynamic lineup of DJs and bands. At the “Postcards from the Green” booth, fans will have an opportunity to write a postcard to their favorite players, caddies, or loved ones. 

Genesis will provide a total of 163 vehicles this year, including courtesy cars for players and tournament partners, along with 12 cars on display for fans to see throughout the course. 

FRANKFURT, Germany, June 19, 2024 — Genesis has announced that its highly anticipated Genesis Magma program will make its global dynamic debut at this year’s Goodwood Festival of Speed presented by Mastercard, including the global dynamic debut of the GV60 Magma Concept. 

Spectators will also have the chance to experience the global dynamic debut of the G80 EV Magma Concept. Both cars will be taking on the hillclimb twice a day over the weekend and displayed in the First Glance Paddock. For the first time ever, Genesis will also be competing to take part in the Shootout Sunday with the GV60 Magma Concept, showcasing its driving capabilities and turn of speed. 

The Genesis Magma program, announced in New York earlier this year, adds a new dimension to Genesis, marking the brand’s expansion into the realm of high-performance cars. Magma dynamics focus on a refined, effortless and rewarding driving experience, combined with a sharpened athletic design. 

Magma Program on Display 

In addition to the dynamic debuts of the GV60 Magma Concept and G80 EV Magma Concept, other models within the Genesis Magma program will also be displayed at the new Genesis stand. Located directly opposite the First Glance Paddock, these will include the G80 Magma Special and X Gran Berlinetta Concept. On the second floor, guests can have a chance to explore the electric trio of the GV60, Electrified G80 and Electrified GV70, all production vehicles within the existing lineup.

Two Magma Dynamic Debuts 

The GV60 Magma Concept features a redesigned front grille, wider front wings and a new rear bumper, giving it a dynamic stance. These design enhancements are complemented by a wider and lower body and 21-inch wheels, with the overall car’s aerodynamics having been improved to enhance performance. 

The G80 EV Magma Concept, which marks the second electric car model in the Magma program, embodies a heightened sense of athleticism and perfectly encapsulates power, performance and style. Dynamic enhancements are integral updates to the car, with the implementation of an advanced suspension system, high-performance wheels, and large, ventilated front and rear brakes. 

Lawrence Hamilton, Managing Director of Genesis Motor Europe, said, "We can’t wait for the global dynamic debut of the GV60 Magma Concept to take place at the Goodwood Festival of Speed this year, an event renowned for celebrating automotive excellence and innovation. With the festival's rich history and passionate audience, it is a perfect opportunity to demonstrate the capabilities of our newly launched Magma program with dynamic hillclimb runs, highlighting our modern and refined approach to performance.” 

Goodwood Prepares for Magma 

In preparation for the Goodwood Festival of Speed, the Duke of Richmond recently invited friend and racing legend Jacky Ickx, who is also a Genesis Brand Partner, to Goodwood House, embracing Magma’s signature orange color for the occasion and lighting up the House like never before. Watch the film here: https://youtu.be/lSuPeFs8uiM 

But at Genesis, it goes beyond that.

For years, the luxury brand has sponsored numerous golf tournaments, from the PGA TOUR and the KPGA TOUR to the DP World Tour. 

Behind these sponsorships is Genesis’ “audacious commitment” to the sport, and a strong conviction that the two share the same ideals: respect, integrity and excellence. 

“We want to connect with golf fans all around the world and build strong relationships within the golf community, especially through our distinguished care for players, caddies and fans,” says Mike Song, Global Head of Genesis. 

“Our strategy is to create original experiences that are personalized for our customers and partners. This way, we can show our dedication to providing excellent service and making people feel welcome.”

Title Sponsorships 

Genesis is currently title sponsor of the following three events. 

• The Genesis Invitational: Genesis has established itself as a prominent sponsor in the golf scene, notably through its sponsorship of The Genesis Invitational since 2017. Hosted by golf legend Tiger Woods, this prestigious golf tournament on the PGA TOUR takes place in February at the Riviera Country Club in Pacific Palisades. 

This year’s event, which was elevated as one of the eight PGA TOUR Signature Events, attracted some of the world's top golfers with a $20 million prize purse. Hideki Matsuyama finished 17-under 267, earning him the coveted 2024 Genesis Invitational trophy, a Genesis GV80 Coupe and a $4 million winner’s check. Signature Events are highly coveted tournaments featuring a limited field, offering increased prize money and FedEx Cup points.

At the 2022 Genesis Invitational, Genesis Motor America announced the launch of a new corporate social responsibility initiative called Genesis Gives. Since then, it has joined hands with the TGR Foundation, founded by Woods, in supporting thousands of local youth participating in science, technology, engineering and math (STEM) education across the United States. 

• Genesis Scottish Open: In 2022, Genesis became the title sponsor of the Genesis Scottish Open, highlighting its dedication to the global golf community and the rich legacy of golf in Scotland. The sponsorship marked the first co-sanctioned event between the PGA TOUR and the DP World Tour, bringing attention to one of Europe's most significant tournaments. 

The Genesis Scottish Open holds a significant position as one of the top five tournaments on the DP World Tour, known collectively as the Rolex Series. 

Most recently, Rory McIlroy clinched the 2023 title with an impressive 15-under-par that put him one shot ahead of Robert MacIntyre. McIlroy earned $1.62 million and a Genesis Electrified GV70.

Held at the exclusive Renaissance Club just outside Edinburgh in East Lothian, Scotland, the 2024 Genesis Scottish Open is scheduled to run from July 11 to 14, with a $9 million purse. 

• Genesis Championship: The KPGA TOUR event has been hosted by Genesis since 2017, with the brand playing a pivotal role in helping the growth of men’s professional golf in the country. 

Earlier this year, Genesis announced the merging of the Genesis Championship with the DP World Tour’s Korea Championship Presented by Genesis, resulting in the co-sanction of the Genesis Championship by the DP World Tour and the KPGA TOUR. 

Sanghyun Park won last year’s championship, winning a 300 million won ($220,000) cash prize, the Genesis GV80 Coupe and a ticket to compete at the 2024 Genesis Scottish Open.

The 2024 Genesis Championship is scheduled to take place from Oct. 24 to 27 at Jack Nicklaus Golf Club Korea in Incheon. The championship will have a prize fund of $4 million, making it the largest purse for both a KPGA TOUR event and any DP World Tour event held in Korea. 

Vehicle Sponsorships 

Genesis also provides vehicles for golf events, ensuring that players and tournament stakeholders get in and around the course in comfort and luxury. 

• Abu Dhabi HSBC Championship: In 2022, Genesis signed a five-year sponsorship with Abu Dhabi HSBC Championship, agreeing to provide a fleet of cars to transport VIPs and golfers throughout the DP World Tour event held at Yas Links Abu Dhabi in the United Arab Emirates. 

• Presidents Cup: Genesis has also been an official vehicle sponsor of the Presidents Cup since the 2019 Presidents Cup in Melbourne, Australia. In 2021, Genesis signed on to be the official vehicle sponsor of the global tournament, committing to sponsor a fleet of cars for the 2022 event in Charlotte, North Carolina, the upcoming 2024 event in Montreal, Canada, and the 2026 event in Chicago, Illinois. The biennial event is a series of men’s golf matches between a team presenting the United States versus an international team of the rest of the world except Europe. 

‘Son-nim’ Hospitality 

A key element that makes Genesis golf sponsorships stand out is their customer-centric approach on the field — not only toward players, fans and spectators, but also for the caddies. This approach is grounded in Genesis’ hospitality model serving distinguished guests, known in Korean as “Son-nim.” 

Such respect for caddies is highlighted through the tradition of gifting Genesis vehicles to both the player and their caddie when a hole-in-one is made. In the 2023 Genesis Championship held last October, Garam Jeon aced the 17th during the third round, winning the Electrified GV70 for himself and the GV60 for his caddie.

At the Genesis Invitational, players and caddies enjoy complimentary barber services and can access physical therapy equipment at the so-called Players & Caddies Lounge. The same lounge is conveniently set up next to the driving range at the Genesis Scottish Open and the Genesis Championship, where both players and caddies can grab quick snacks and drinks, or drop by for a rest. 

Caddies also receive personalized bibs featuring their names, a token of acknowledgment for their crucial role. 

More Than an Investment 

When approaching golf sponsorships at this level, considerations go beyond immediate sales numbers. Fans can immerse themselves in the Genesis brand by engaging in various activities offered on the sidelines. 

During the most recent Genesis Invitational, guests had the opportunity to test Bang & Olufsen headphones at the 14th Tee, send memorable postcards to their loved ones and watch a live painted mural. Nearby, guests could indulge in complimentary coffee and Korean-inspired snacks, as well as explore the complete Genesis lineup of production vehicles.

“Sponsoring golf events provides an opportunity to showcase our cars to a global audience, allowing potential customers to experience and appreciate the quality, innovation and luxury associated with the Genesis brand,” says Song, the Global Head of Genesis. “By associating our brand with prestigious golf tournaments, we aim to generate preference and consideration among consumers.”

By aligning the brand with a sport that embodies values such as respect, integrity and excellence, Genesis enhances the overall image of the brand and creates a strong identity in the minds of consumers, Song underscored.

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. 

NEW YORK, March 25, 2024 — Genesis today unveiled two new concept vehicles and officially launched a high-performance program at Genesis House New York, marking a critical milestone in the brand’s evolution. 

As the brand’s first full-size electric SUV concept, the Genesis Neolun Concept embodies the ultimate Genesis hospitality behind the wheel with an array of state-of-the-art technological features. The Genesis GV60 Magma Concept, within the wider Genesis Magma program, redefines the boundaries of performance and luxury, delivering an experience that ignites passion and exhilaration with every ride. 

Neolun: Futuristic Innovation Meets Warmth of Korean Hospitality

The name “Neolun” is derived from the Greek “neo,” or new, and the Latin “luna,” which means moon. Together, it encapsulates Genesis’ technological innovation that exceeds conventional standards and sets forth the brand’s vision for the future. 

“The Neolun Concept was inspired by Korea’s iconic moon-shaped porcelain jars,” said Genesis Chief Creative Officer Luc Donckerwolke. “It’s the epitome of timeless design and sophisticated craftsmanship.” 

The Neolun Concept’s exterior revolves around the principle of “reductive design” — characterized by clean, refined lines that deliberately eliminate any unnecessary details. 

The most prominent exterior feature are the distinctive coach doors, without any B-pillars connecting the vehicle’s body and roof. Compared to conventional vehicle structures, this layout provides a much more open interior space and maximizes convenient passenger access. Development of the B-pillarless coach doors has reached a level where its application to production vehicles is now feasible. 

The electric side steps are automatically deployed when the doors open, making it easier for passengers to step in and out of the vehicle. When the doors close, the side steps integrate back into the vehicle to maintain a seamless exterior design. 

The body-integrated lamps seamlessly blend with the vehicle’s front and rear design, conveying strength and grandeur. In line with reductive design, the center high-mounted stop lamp is incorporated within an intricately detailed perforated pattern. The pop-up type roof rack accentuates the SUV identity of the Neolun Concept while harmonizing with the vehicle’s sleek body line. 

The Neolun Concept stands out with a captivating two-tone scheme called “Midnight Black” and “Majestic Blue,” which takes after Korea’s serene night sky and enhances the vehicle’s elegant design. 

Interior-wise, the Neolun Concept’s cabin represents a modern reinterpretation of Korea’s distinct hospitality culture. From the moment passengers step through the B-pillarless coach doors, they are greeted by a spacious cabin that accentuates comfort and relaxation. 

Inspired by Korea’s traditional “ondol,” the radiant heating system allows for efficient heating throughout the vehicle, with heating films applied to the dashboard, door trims, floor, seatbacks and console sides. Ondol is a Korean heating method that utilizes direct heat transfer underneath the floor to provide warmth, often found in traditional and modern homes throughout the country. 

The swiveling function of the front-row seats maximizes space and practicality for passengers, as the large adjustable display screen and the flexible display that unfolds from the rear-seat headliner offer a sensory-stimulating experience. 

The cashmere in the shade of “Royal Indigo” blends seamlessly with the vintage-inspired “Purple Silk” leather, which has been naturally dyed with organic pigments, setting a deeply relaxing mood. Completing the luxurious finish is the dark-colored real wood floor. 

The Neolun Concept’s sound system features an advanced “sound architecture” that optimally places tweeters, midrange speakers, woofers and subwoofers for an immersive audio experience. Each speaker is strategically positioned to create a concert hall-like feel, ensuring that passengers enjoy unparalleled sound quality. As the speakers are activated, the crystal sphere at the front, designed to create an emotional connection between the driver and the car, rotates into a tweeter. 

Magma: High-Performance Meets Fun to Drive 

The Magma program adds a new dimension to Genesis, marking the brand’s expansion into the realm of high-performance vehicles. Genesis ultimately aims to develop a high-performance Magma model for each production vehicle in the existing lineup, maximizing both aesthetics and performance. Revealed for the first time today, the GV60 Magma Concept will be among the Genesis Magma program models headed for production. 

“Genesis Magma presents an exciting opportunity to push the boundaries of performance and luxury for new interpretations in high-performance vehicles, with the ultimate goal of developing models exclusive to Genesis,” said Donckerwolke. “The brand will continue to reveal experimental concepts with careful consideration of both technological and aesthetic elements. While speed and performance are important, the Genesis Magma program will look beyond, prioritizing the driving experience to kindle the joy of sporty driving with effortless comfort.” 

The GV60 Magma Concept elevates the design and performance of the existing GV60, Genesis’ first dedicated EV model, with improved battery and motor technology. The concept car is the first step toward creating a deeper emotional connection between the driver and the vehicle. 

The GV60 Magma Concept’s exterior design harmonizes aesthetics with considerations for chassis, aerodynamics and thermodynamics. To enhance stability during sporty driving, the car has been widened and lowered, giving it a more dynamic stance and allowing for a lower center of gravity. 

At the front, a wider and lower main air intake in the bumper effectively cools the batteries, motor and brakes, while the air curtains enhance the car’s aerodynamic efficiency. Three stamped holes above the main air intake, inspired by the GV80 Coupe Concept and the G80 Magma Special, provide additional cooling. Added canards assist in generating downforce on the front axle. 

The enlarged fenders and integrated wheelhouse outlets help reduce kinetic energy and improve cooling for the brakes. The titanium-colored flow-formed 21-inch wheels feature integrated aero discs, which also help cool the brakes. On the roof, fins have been strategically placed to control the aerodynamic flow and channel it to the rear wing, generating rear downforce and ensuring aerodynamic fluidity. 

The GV60 Magma Concept’s distinctive exterior design extends into the luxurious and sporty interior. It features elements including bucket seats with body-colored seatbacks, upholstered in nappa and suede leather featuring double-diamond stitching patterns in Magma’s iconic orange color and titanium grey. 

“The GV60 Magma Concept will deliver ample power, instilling customers with the confidence to drive with pure excitement and exhilaration,” said Donckerwolke. 

Displayed alongside the GV60 Magma Concept today at Genesis House New York were the three other vehicles in the Magma program: GV80 Coupe Concept, G80 Magma Special and X Gran Berlinetta Concept. 

Unveiled for the first time in April 2023, the GV80 Coupe Concept is Genesis’ first coupe SUV, and the first Genesis vehicle to have been presented in the Magma color. It was the vision for the production GV80 Coupe, launched last November. 

A select number of partner companies with expertise in high-performance vehicles have come together to develop the G80 Magma Special, an enhanced version of the G80 with improved driving performance. The G80 Magma Special will be exclusively available in the Middle East. 

Revealed last December in Barcelona, Spain, the X Gran Berlinetta Concept is the ultimate expression of the brand’s high-performance car design potential. 

Racing legend Jacky Ickx, who was appointed Genesis Brand Partner in February, said he looks forward to lending his expertise to the Magma program during today’s event, adding that he has always admired Genesis for its cultured elegance and design aesthetics. 

The GV60 Magma Concept, G80 Magma Special, X Gran Berlinetta Concept and Neolun Concept will be displayed alongside other Genesis production models at the 2024 New York International Auto Show, slated to open to the public on March 29 at the Jacob K. Javits Convention Center. 

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.

Hyundai Motor Group (the Group) has embarked on a notable advancement in this field with its latest innovation, known as “Active Air Skirt (AAS),” which aims to minimize aerodynamic resistance at high speeds, thereby enhancing the driving range and stability of EVs. 

AAS, which operates variably based on the vehicle’s speed, adjusts the airflow entering through the lower bumper of a vehicle, effectively controlling the turbulence generated around the vehicle’s wheels during high-speed driving. As a result, the vehicle is able to travel faster and cover greater distances. 

The Group announced earlier this week that it has applied for related patents in Korea and the United States, with plans underway to consider mass production once it completes durability and performance tests. 
 

A recent test on the Genesis GV60 has already yielded positive results. 

By implementing AAS on the GV60, the Group was able to decrease the drag coefficient (Cd) by 0.008, improving drag by 2.8 percent. This translates to an estimated additional range of 6 kilometers. 

Cd quantifies the drag, or resistance, experienced by an object when it moves through a fluid environment like air or water. 

Installed between the front bumper and the front wheels of the vehicle, AAS remains hidden during normal driving conditions but is activated at speeds above 80 kilometers per hour, when the aerodynamic resistance exceeds the rolling resistance. It retracts again at speeds below 70 kilometers per hour to prevent frequent operation within a specific speed range. 

AAS is capable of operation even at speeds above 200 kilometers per hour, thanks to a rubber material on the lower part, which reduces the risk of external objects bouncing off and causing damage. 

AAS covers only the front tire area rather than the entire front of the vehicle primarily due to the flat floor of the “Electric Global Modular Platform (E-GMP)" that serves as the foundation for the Group’s EVs. This particular design allows AAS to more effectively enhance aerodynamic efficiency when it’s specifically focused on the front tire area. 

With AAS, the force pushing the vehicle toward the road surface, known as downforce, is also increased, which improves the vehicle’s grip on the road and ultimately enhances high-speed stability. 

“This technology is expected to have a greater impact on SUVs, where it’s challenging to improve aerodynamic performance,” remarked Sun Hyung Cho, the Group’s Vice President and Head of Mobility Body Development.

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. 

INCHEON, Korea, Oct. 15, 2023 — Genesis successfully concluded the 2023 Genesis Championship at Jack Nicklaus Golf Club Korea in Songdo, Incheon.

 
Sanghyun Park defeated Yongjun Bae at the second playoff hole to win this year’s tournament with a total score of 17-under 271, taking home a 300 million won cash prize and a Genesis GV80 Coupe as well as sponsor exemption rights to play in the 2024 Genesis Scottish Open. 

Garam Jeon scored the first hole-in-one at the 17th hole during the third day of the tournament, winning the Electrified GV70 for himself and the GV60 for his caddie. 

The 2023 Genesis Championship was attended by all six winners of previous events, including Sungjae Im, the 2019 tournament champion and recent Hangzhou Games gold and silver medalist. With approximately 16,000 spectators attending over the course of four days, the tournament garnered significant attention from golf enthusiasts in Korea. 

As one of the most highly anticipated events of the year, this year’s Genesis Championship introduced a range of new offerings under the theme of “Road to Excellence”. 

Genesis offered a wider range of tiered hospitality options for spectators this year by introducing the Championship Lounge that was offered to the public for a premium fee, along with the Genesis Suite that provides access exclusive to Genesis vehicle owners. 

At the Gallery Plaza, diverse amenities and activities, including Full Swing simulators and Bang & Olufsen listening booths, as well as a variety of F&B options were available to spectators. 

Moreover, the brand displayed its latest models on site, including the recently redesigned GV80 and GV80 Coupe, GV80 Coupe Concept, and the G70 Shooting Brake. 

Genesis continued its tradition of extending its care not only to golfers but also to the caddies. A separate trophy for the winner’s caddie and the Players & Caddies Lounge illustrated Genesis’ ongoing commitment to supporting the sport through its sponsored events. 

“I could feel Genesis' attention to detail throughout the tournament, and I think that led to a strong performance, ultimately resulting in a win,” said Sanghyun Park. “It was one of the final games of the season that also offers exemption rights for [the Genesis Scottish Open], so I was nervous throughout the game, but I pulled it off.” 

Meanwhile, Jaemin Kim, who caddied for last year’s winner Yeongsu Kim, garnered attention with his participation in this year’s tournament. With Yeongsu Kim’s winnings at the 2022 Genesis Championship and KPGA’s Genesis Point Awards, the pair toured together on the DP World Tour as well as participating in the 2023 Genesis Invitational, setting a commendable example of a bond between and a golfer and a caddie. 

"The Genesis Championship focuses on honoring players and caddies while allowing players to live up to their fullest potential,” said Mike Song, Global Head of the Genesis brand. “Through our sponsorship of major tournaments in Korea and around the world, we will continue to provide golf fans and all stakeholders with original brand experiences and strengthen the brand's global presence.” 

With the end of the 2023 Genesis Championship, Genesis-sponsored golf tournaments for the year have come to a close. Genesis’ audacious commitment to the sport of golf will continue in 2024, kicking off the year as vehicle sponsor of the Abu Dhabi HSBC Championship in January and as title sponsor of the Genesis Invitational in February.