On Scotland's east coast, the world's best golfers gathered at The Renaissance Club for the 2026 Genesis Scottish Open, navigating shifting coastal winds and demanding fairways in the relentless pursuit of perfection. 10,000 kilometers away in Brazil, the FIA World Endurance Championship (WEC) kicked off at the 6 Hours of São Paulo in Interlagos, where drivers pushed themselves and their machines to the limit over a grueling six-hour race.

These two arenas could not appear more different. One is defined by silence, patience and precision. The other by speed, the roaring of engines and split-second decisions. Yet both demand the same qualities, with victory often decided by the smallest of margins. Preparation, trust, teamwork and the ability to perform under pressure become key.

For Genesis Magma Racing drivers and avid golf players, Jamie Chadwick and Dani Juncadella, the similarities transcending these sports are a lived reality. Despite competing in one of the world's most demanding motorsport categories, both recognize aspects of their profession in the game of golf.

The Art of Performing Under Pressure

Chadwick feels the mental challenge is where the sports align most closely. Beyond physical stamina, the ultimate battleground in elite sports is often fought in the mind. Success in endurance racing and a multi-day golf tournament rely on the exact same psychological edge.

“Both golf and motorsport test composure under pressure like few other disciplines,” says Chadwick. “At the highest level, it’s about how you respond in those moments. Both in golf and racing, you don’t have time to dwell on mistakes, so maintaining a strong, strategic mindset is everything.”

She explains, “[For both sports], the margin for error is miniscule. A fraction too much force, a slightly misjudged line or a lapse in concentration can change the outcome completely.”

Genesis Magma Racing team member Juncadella agrees. “It is easy to underestimate how similar the mental demands are. In racing, everything happens at speed, but the discipline is the same as golf: you’re constantly refining your technique to achieve control under pressure.

“In endurance racing, physical conditioning and mental stability are critical to performing at the highest level, much like golf, particularly across a four-day tournament such as the Genesis Scottish Open.”

It Takes a Village

The foundation of high performance is a shared culture of trust. While the spotlight often shines on the driver behind the wheel or the golfer on the green, the road to the podium is paved by a collective effort.

Juncadella is quick to share a perspective shaped by personal experience. “While both motorsport and golf often highlight individual performance, success in each relies heavily on the team behind it,” he says. “In motorsport, drivers are part of a much larger ecosystem with engineers, strategists, mechanics all working together towards success. Even though you’re alone in the car, it’s a team effort. You rely on engineers for feedback, strategy decisions and setup. It’s a constant dialogue.”

Chadwick shares this view, saying, “Golf is similar. The trust you have in your caddie plays a big part in success. Together, you discuss the best strategy and the next move to give yourself the best chance of succeeding. That relationship with the caddie is very similar to the one I have with the Genesis Magma Racing colleagues, analyzing everything in the garage.”

“Great performances are remembered for the moments that captivate us, but they are always built on countless moments and people that go unseen,” adds Juncadella. “Every achievement begins with a shared belief in doing things the right way, driven by common, strong values.”

Chief among these guiding principles is a steadfast commitment to character over convenience. “Integrity is the courage to stay true to your principles, especially when the pressure is greatest,” says Juncadella. “Respect is recognizing that every competitor raises the standard, and every teammate plays a vital role in the journey. Excellence is never a destination, but the relentless pursuit of becoming better, together.”

“Although golf and motorsport demand different skills, they are united by the same truth: no one succeeds alone,” says Chadwick. “Behind every precise swing and every perfectly executed lap stands a team driven by trust, dedication and a common purpose.”

Unlocking Potential Through Tech

In the modern sporting landscape, athletic intuition and raw data have become entirely inseparable. Today’s competitors no longer just train their bodies — they analyze their metrics, relying on technology to unlock margins of performance that were once invisible. As Chadwick explains, this digital evolution is reshaping how athletes prepare, compete and win.

“The role that technology plays in sport continues to grow, helping athletes refine performance. In racing, technology is part of everything we do,” she says. “From the data we analyze after every lap to the simulators we use to prepare, it helps us to refine every detail before we get to the circuit. Golf is evolving in a similar way, with players using data to better understand and improve their game.”

“In both cases, it’s about making better-informed decisions,” Juncadella elaborates. “Technology has become an essential part of performance in both sports. In motorsport, it helps us understand the car, the tires and our driving. In golf, it helps players analyze their swing and adapt to changing conditions.”

Chadwick distills the value that technology creates into two fundamental functions: “First, by providing the insights that help us to decide the next step, transforming data into knowledge, revealing opportunities for improvement and enabling smarter decisions.” This provides Genesis Magma Racing with the ability to analyze, learn and adapt — which can make the difference between a good performance and an exceptional one.

The second dimension is how technology physically enhances the user. “The most advanced solutions are created to empower individuals, to make the most of their capabilities and allow them to perform with greater confidence and precision. Technology becomes an extension of the person, helping them unlock their full potential,” says Chadwick.

“The greatest results emerge when these two dimensions come together: when knowledge gained through data is combined with technology designed to enhance human performance. By bringing together experience, talent and innovation, we create the conditions where people can achieve more than they could alone," Juncadella concludes.

When we talk about getting to the pinnacle of performance, Juncadella is clear: “We are really talking about those moments when everything comes together, the preparation, the teamwork, the technology and the ability to perform under the greatest pressure.”

Chadwick and Juncadella’s words leave a clear message: golf and motorsport require drivers, players, teams and caddies to be audacious and willing to embrace complexity in order to take on the most demanding challenges and to continuously redefine what is possible.

Whether on the fairway or the racetrack, true performance comes from the confidence to move forward, the curiosity to innovate and the determination to create new benchmarks. This is the mindset that drives Genesis — a commitment to challenge traditional conventions, inspire progress and pursue excellence in the smallest of details.

NORTH BERWICK, Scotland, July 12, 2026 — Tom Kim claimed victory at the 2026 Genesis Scottish Open after finishing 17 under-par at The Renaissance Club in North Berwick, Scotland. The South Korean finished 2 shots ahead of his nearest challengers, Min Woo Lee and Robert MacIntyre, earning the winner’s prize of $1,575,000 and a GV60 Magma. During the prize giving ceremony Global Head of Genesis, Sean Lee, and President and CEO of Hyundai Motor Europe, Xavier Martinet handed over the trophy and the GV60 Magma key to Tom Kim.

Tom Kim delivered a spectacular bogey-free final round of 64 (-6) to claim the Genesis Scottish Open title and return to the winner’s circle. His remarkable comeback showcased resilience, determination, and the ability to overcome challenges at the highest level of the game.

"This is where it all started for me," said Tom Kim. "(…) To come back and finally win here, and not only that, to win on a Genesis [-sponsored] event is so cool for me."
The 2026 Genesis Scottish Open featured an impressive prize purse of $9 million USD and a field of world-class golfers – with 15 of the world’s top 20 ranked players taking part. This year also introduced expanded hole-in-one prizes across the 15th and 17th holes for players, caddies and fans.

As the leading Scottish golfer, Robert MacIntyre was awarded the Jock MacVicar Association of Golf Writers Memorial Award with a score of 13 under par.


This year’s Genesis Scottish Open featured an immersive Fan Zone with a new Genesis Public Lounge, a new Driving Range Gallery and a dedicated Family Zone overlooking the 15th ‘Thistle’ hole, enriching the experience for all ages. The tournament welcomed a record 91,128 visitors, demonstrating the growing interest in golf and the sport’s increasing popularity.

A fleet of 135 Genesis cars provided a seamless chauffeuring service for players, officials and partners throughout the week. Spectators also had the opportunity to explore 14 Genesis models displayed around the course, showcasing the brand’s distinctive “Athletic-Elegance” design, advanced technology features and taking the “Son-nim” experience to spectators and players closer than ever before.

Box Buggy Concept on the Green

The 2026 Genesis Scottish Open also saw the arrival of the Genesis Box Buggy Concept, a high-tech mobility solution designed for short distance journeys within closed environments, bringing together advanced technology, premium design, and the brand’s signature approach to hospitality.


First seen during this year’s 24 Hours of Le Mans, the concept has been developed alongside Hyundai Mobis, Hyundai Motor Group’s parts and technology arm, to create a design that seamlessly blends innovation, usability, and emotional appeal. Serving as a technology demonstrator that bridges the automotive and robotics expertise of the Hyundai Motor Group, the Box Buggy Concept showcases next-generation mobility technologies in a premium leisure setting.

The concept presents a distinctive and contemporary aesthetic, combining a robust, integrated safety-frame with large wheels, which is complemented by its Atlantic Blue Matte exterior. Optional lateral sun and wind screens integrated into the A- and B-pillars enhance passenger comfort in varying weather conditions. A continuous horizontal light signature at the front adds a modern, technological expression, contrasting with the warmth of the interior textiles.


The Genesis Box Buggy Concept is powered by independent drive motors on all four wheels, combined with advanced four-wheel steering and steer-, brake-, and drive-by-wire technologies to offer extraordinary maneuverability.

Genesis’ Continued Commitment to Golf

Genesis has a multi-year agreement with DP World Tour and PGA TOUR to continue as title partner of the Genesis Scottish Open through 2030, demonstrating the brand’s commitment to Scotland’s historic national open alongside other leading tournament such as the Genesis Invitational and TGL.


Genesis extensive golf partnerships in Europe will continue with the Deutsche Golf Liga Final Four from 1 to 2 August at Golfclub München-Riedhof. Also, the amateur league Genesis European Golf Cup will return with even more fixtures across Europe in Spring next year, ahead of the 2027 Genesis Scottish Open.


For more information about Genesis, please visit: www.genesis.com

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

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

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

Sean Lee, Global Head of Genesis, commented:

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

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

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

Elevated Guest Experiences

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

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

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

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

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

Immersive Fan Zone Highlights

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

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

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

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

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

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

Genesis’ Continued Commitment to Golf

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

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

The Genesis Scottish Open once again brought together a strong field, arguably the most formidable PGA TOUR lineup outside of The Players Championship, contributing to record-high ticket sales and fan engagement, reflecting the tournament’s rising prestige. The 6th hole, with its stadium-like design and a competition to win a brand-new car by guessing who would score a hole-in-one, did not see any winners until the final round, when Colombian golfer Nico Echavarría finally sunk an ace with a perfect 121-yard shot and earned a Genesis GV60 SUV. The anticipation building up to this eleventh-hour accomplishment kept the tournament’s already electric atmosphere charged throughout the four-day event.

With a solidified PGA TOUR partnership now extending through 2030, Genesis is powering the Scottish Open into a decade of growth and excellence, cementing its brand as synonymous with sophistication, precision and high performance both on and off the course.

Elevating the Fan Experience

Building on the momentum of 2024, Genesis expanded its footprint at the Renaissance Club in 2025, offering visitors an immersive fan experience seamlessly intertwined with golf. The 6th Hole Genesis Public Lounge was upgraded with a display of Genesis’ latest vehicles, including the X Gran Berlinetta Concept representing the pinnacle of automotive design and innovation. Fans were impressed by the TGL swing simulator, which blended cutting-edge technology and interactive fun, letting fans test their swing skills in a virtual golf environment. To complete the cultural experience, guests enjoyed authentic Korean snacks, a nod to Genesis’ distinctly Korean hospitality approach.

Other locations at the event included an exclusive VIP hospitality space, the Genesis Lounge, which provided an elegant setting for guests to relax, network and enjoy curated culinary experiences while viewing the game. Genesis also introduced a Kids Viewing Zone dedicated to families to make golf more accessible and enjoyable for young fans. Additionally, fans had the chance to predict who would be the first player to hit a hole in one as part of the 6th Hole Stadium Experience. The fan who accurately predicted Echavarría’s ace won a Genesis Championship hospitality package including round-trip flights and accommodation for two to attend the DP World Tour and KPGA TOUR co-sanctioned tournament in Korea in October.

Genesis’ unique Korean “Son-nim” philosophy of hospitality, where every visitor is treated as an honored guest, also extends to the Pro-Am tournament as well. This year’s Pro-Am was particularly special with Genesis Magma Racing Trajectory Program driver Jamie Chadwick participating.

A rising talent in the endurance racing scene, Chadwick is currently competing in her first full season in the European Le Mans Series (ELMS) Le Mans Prototype 2 (LMP2) class. She is also an avid amateur golfer. Chadwick briefly switched gears to participate in the 2025 Genesis Scottish Open Pro-Am tournament where she played her first nine holes alongside Tommy Fleetwood, before changing at the turn to continue playing with Scottish favorite, Calum Hill.

Jamie Chadwick Links Performance on the Course to the Track

Speaking to the Genesis Newsroom, Chadwick shared that her experience on the green gave her the opportunity to reflect on the parallels between performing in golf and in racing.

Was there anything about golf that reminded you of racing?

Are there any differences in terms of how you prepare for racing and golf?

 Genesis champions both golfers and racing drivers. What does that kind of backing and support mean to you?

 Do you think you’ll play at the Pro-Am next year if you get a chance?

While at the tournament, Chadwick combined her racing and golf skills to take on the Ultimate Speed Challenge where she competed against herself to complete a par-3 hole on the course of the Genesis Scottish Open within the same time as one of her laps at Le Mans. See how Chadwick performed in the video below.

Looking Ahead

The 2025 Genesis Scottish Open drew its largest crowd to date with its strong field and enhanced fan experience, and as the golfing world looks forward, anticipation builds for the upcoming Genesis Championship from Oct. 23 to 26, where sportsmanship and hospitality will once again converge to deliver unforgettable moments for players and fans.

NORTH BERWICK, Scotland, July 13, 2025 — Chris Gotterup was crowned the 2025 Genesis Scottish Open champion after four days of world-class golf at the Renaissance Club in North Berwick, Scotland. The American finished with a score of 15-under, two shots ahead of the nearest challengers, Rory McIlroy and Marco Penge, taking home the $1.575 million purse and an Electrified GV70.

On his way to victory, Gotterup equalled the course record 61 on Friday, and was left with two putts to clinch the title following fierce competition from McIlroy, with whom he shared the lead heading into the final round. In only his second season on the PGA TOUR, the 25-year-old claims his second title, and his first Rolex Series title, after the Myrtle Beach Classic in 2024.

The Genesis Scottish Open, co-sanctioned by the DP World Tour and PGA TOUR, is one of Europe’s most prestigious golf tournaments and is part of the coveted Rolex Series. The prize purse for this year’s event amounted to $9 million and featured eight of the top 10 players in the Official World Golf Rankings, including all of the top five.

During the final round, Nico Echavarria hit a remarkable hole-in-one on the Par 3 6th hole, earning himself keys to his very own Genesis GV60 and a unique VIP experience to the Genesis Championship in Korea for a fan.

As the leading Scottish golfer, Grant Forrest took home the Jock MacVicar Association of Golf Writers Memorial Award with a score of 5-under. He finished ahead of 2024 Genesis Scottish Open champion, Robert MacIntyre and Connor Syme, who finished on 2-over and 6-over respectively.

Prior to the tournament’s start on Thursday, Genesis announced a multi-year agreement with the DP World Tour and PGA TOUR to continue as title partner of the Genesis Scottish Open through 2030, demonstrating the brand’s commitment to Scotland’s historic national open.

This year’s Genesis Scottish Open introduced fans to a new level of interactivity and excitement, blending immersive fan experience with the tournament’s rich atmosphere. The 6th Hole Stadium Experience returned as a fully enclosed par-three hole with grandstands, viewing platforms and interactive moments that brought fans closer to the action, including a dedicated Kids Cheering Zone. In addition, the Genesis Public Lounge offered an environment for fans to enjoy premium amenities and try the immersive virtual reality TGL golf simulator.

A fleet of more than 100 Genesis cars, including its all-electric lineup, provided a seamless chauffeuring service for players, officials and partners, enhancing sustainability and convenience. Fans could also explore 13 models displayed around the court, bringing Genesis’ cutting-edge design and technology closer to the public.

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 Genesis 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.

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.

NORTH BERWICK, Scotland, July 9, 2025 — Genesis today announced a multi-year agreement with DP World Tour and PGA TOUR to continue as title partner of the Genesis Scottish Open through 2030. The extension renews Genesis’ commitment to Scotland’s historic national open, the Rolex Series event which in 2022 became the first-ever tournament to be co-sanctioned by the PGA TOUR and DP World Tour.

Scotland’s Robert MacIntyre returns to defend his title in North Berwick at The Renaissance Club on Thursday, July 10. In 2024, MacIntyre sunk a 22-foot putt for birdie on the 72nd hole to beat Adam Scott by one stroke, becoming the first Scot to win his home open since Colin Montgomerie in 1999.

“Golf and Genesis share the same values: respect, integrity and excellence. Both demand attention to detail and unwavering commitment to quality,” said José Muñoz, President & CEO of Genesis. “Renewing the Genesis Scottish Open through 2030 is a natural extension of our commitment to the game of golf and the communities it helps around the world. Following our recent designation as the PGA TOUR’s first-ever Official Automotive and Mobility Partner, this tournament reinforces our role in shaping the future of golf through innovation, hospitality and global partnership. As our brand continues to grow globally, the Genesis Scottish Open remains a cornerstone of our efforts to build meaningful connections with fans and elevate the sport at every level.”

The Genesis Scottish Open dates to 1972 and has been a permanent fixture on the DP World Tour schedule since 1986. As both a FedExCup event and part of the Rolex Series on the DP World Tour’s Race to Dubai, the tournament features a split field of 75 players from both the PGA TOUR and DP World Tour, with additional spots to leading players from the Korean Professional Golf Association (KPGA), in a nod to Genesis’ Korean heritage.

The Renaissance Club is set to host the event for the seventh consecutive year, during a period of continued growth and development of all aspects of the tournament, with MacIntyre, Rory McIlroy (2023) and Xander Schauffele (2022) winning the tournament as a co-sanctioned event. Other past champions at The Renaissance Club include Min Woo Lee (2021) and Aaron Rai (2020).

“Genesis continues to be an incredible partner to the game of golf worldwide and they have been pivotal in growing the Genesis Scottish Open into one of the world’s premier tournaments” said Guy Kinnings, Chief Executive Officer of the DP World Tour. “We have once again welcomed a star-studded field to the impressive venue here at Renaissance Club this week and this long-term agreement allows us to develop ambitious plans to further elevate the tournament in every way, alongside Genesis and our Strategic Alliance partners at the PGA TOUR.”

The PGA TOUR and Genesis have been partners since 2016, when the luxury automotive brand signed on as the title sponsor of the historic The Genesis Invitational, hosted by Tiger Woods at The Riviera Country Club in Pacific Palisades, California, one of the TOUR’s longest running events. Following several successful seasons, Genesis added title sponsorship of the Genesis Scottish Open to its portfolio starting in 2022, the first co-sanctioned event by the PGA TOUR and DP World Tour. The brand is also a founding partner and official automotive partner of TGL and has served as the Official Automobile Sponsor of numerous Presidents Cups.

“The PGA TOUR is proud to continue our growing relationship with Genesis, as the globally recognized brand renews its commitment to the Scottish Open just a few weeks from a new global marketing partnership that included sponsorship of the World Feed, which is actively promoting the TOUR’s international stars,” said PGA TOUR Commissioner Jay Monahan. “Scotland’s national open continues to reach new heights after Robert MacIntyre’s electrifying win a season ago, and we are eager to continue elevating this premier event to a global audience alongside our Strategic Alliance partners at the DP World Tour.”

Genesis’ relationship with the DP World Tour also includes its title partnership of the Genesis Championship in Korea. The tournament, co-sanctioned with the KPGA, takes a prime position on the Race to Dubai schedule as the final event on the “Back 9” — a series of nine tournaments before the season-ending Playoffs that encompass several of the DP World Tour’s most historic tournaments and national Opens.

Last month, the PGA TOUR and Genesis also announced a new Global Official Marketing Partnership that named the luxury brand the Official Vehicle of the PGA TOUR and PGA TOUR Champions and an Official Mobility Partner of the PGA TOUR. As part of launching the multi-year agreement, through 2030, Genesis also became the first-ever sponsor of the PGA TOUR’s World Feed, a milestone underscoring the brand’s global presence.

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.

NORTH BERWICK, Scotland, July 14, 2024 — After four days of world-class golf at the Renaissance Club in North Berwick, Scotland, Robert MacIntyre claimed victory at the 2024 Genesis Scottish Open (July 11-14). With a score of 18-under, the Scotsman was one shot ahead of his nearest challenger, Adam Scott, to take home the $1.58 million USD purse and an Electrified GV70.

 
A dramatic final day ended with MacIntyre sinking a birdie putt from 22-feet on the final hole to win by a single shot and claim his third DP World Tour title, his second on the PGA TOUR, and his first Rolex Series title. By going one better than his runner up finish in 2023, he becomes only the second Scot to win the Scottish Open, after Colin Montgomerie in 1999. 

This year’s edition marks the third time Genesis has sponsored the Genesis Scottish Open as the title sponsor, demonstrating the brand’s robust commitment to golf globally. The Genesis Scottish Open, co-sanctioned by the DP World Tour and PGA TOUR, is one of Europe’s most prestigious golf tournaments and is part of the coveted Rolex Series. The prize purse for this year’s event amounted to $9 million USD, with a top-class field featuring six of the top 10 players in the Official World Golf Rankings. 

Korean player Sungjae Im recorded a joint 4th-place finish with a score of 14-under par, four shots behind the champion. As the tournament winner, MacIntyre also took home the Jock MacVicar Association of Golf Writers Memorial Award — presented to the leading Scottish player — ahead of Connor Syme, who finished in joint 15th place on 12-under, and Grant Forrest, who finished joint 39th with a score of 8-under. 

To elevate the fan experience at the tournament, a “6th Hole Stadium Experience” gave spectators an opportunity to be assigned to a group to watch from the tee box, with a chance to win a VIP experience for two to the Genesis Championship in Korea if their assigned player hit an ace. In addition, a wider variety of programs were prepared for fans, reflecting the brand’s unique philosophy on hospitality that places customers at the heart of every brand touchpoint, including “The Academy,” “The Arcade” and an interactive kinetic installation booth for fans to “Electrify Your Drive.” 

A fleet of 163 Genesis vehicles graced the tournament to provide operational support, ensuring attentive care for the players and tournament partners. Visitors to the Genesis Mobile Lounge had an opportunity to sign up for a test drive. 

Genesis also offered sophisticated hospitality with The Players & Caddies Café as a space for relaxation for players and caddies.

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. 

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.