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

Choice as a Core Product Strategy

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

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

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

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

Meeting Customers Where They Are

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

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

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

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

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

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

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

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

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

Beyond Sedans and SUVs

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

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

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

From Racing to Production

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

Future Mobility Defined by Software

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

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

Empowering, Not Replacing, Humans Through Technology

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

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

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

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

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

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

Authoring the Next Chapter of Mobility

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

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

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

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

Shaping the Mobility Narrative

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

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

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

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

A Multi-Year Partnership Built on Impact

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

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

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

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

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

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

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

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

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

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

SEOUL/RIYADH, October 28, 2025 — Hyundai Motor Group Executive Chair Euisun Chung visited Saudi Arabia, the Middle East's largest economy and a nation undergoing major industrial transformation. Chung met with His Royal Highness Prince Mohammed bin Salman bin Abdulaziz Al Saud, Crown Prince and Prime Minister of Saudi Arabia, to review the Group's local growth strategy and explore future business opportunities. 

During his visit, Executive Chair Chung held discussions with HRH the Crown Prince covering a wide range of topics including the automotive industry and smart cities. This marked the first one-on-one meeting between the two leaders, though they had previously met twice, including during the Crown Prince's 2022 visit to Korea. 

"Hyundai Motor Group deeply understands the meaning and importance of Saudi Vision 2030," said Executive Chair Chung." Based on our competitive business capabilities, we are participating in Saudi Arabia's giga projects and look forward to expanding collaboration in future energy sectors including renewable energy, hydrogen, Small Modular Reactor (SMR), and nuclear energy." 

Strategic Partnership for Vision 2030 

Saudi Arabia is pursuing "Vision 2030," a national development project aimed at diversifying its economy from energy-focused industries toward manufacturing and hydrogen energy. The kingdom is hosting international events including the World Expo and FIFA World Cup, positioning itself as one of the world's most prominent emerging economies. 

As the Middle East's largest automotive market, Saudi Arabia is actively attracting global automakers, including Hyundai Motor Company, with the long-term goal of becoming an automotive hub serving not only the Middle East but also North Africa. 

Executive Chair Chung expressed gratitude for the Saudi government's continued interest and support, outlining Hyundai Motor Group's ongoing collaborative projects and future plans as a partner in realizing Saudi Arabia's vision for mobility and other sectors. 

Regarding the new manufacturing facility, Chung stated, "Hyundai Motor is building a locally tailored factory with specialized equipment to meet Saudi Arabia's industrial demands and customer needs. We will also consider expanding production capacity based on future market conditions." 

New Production Hub Takes Shape 

Prior to meeting HRH the Crown Prince, Executive Chair Chung visited Hyundai Motor Manufacturing Middle East (HMMME) on October 26 at the King Salman Automotive Cluster to review construction progress. Together with José Muñoz, President and CEO of Hyundai Motor Company, Executive Chair Chung engaged in a business update session with Hyundai Motor and Kia local leaders and held in-depth discussions with employees about growth strategies. 

"Establishing a production base in Saudi Arabia represents Hyundai Motor's new opportunity in the Middle East," Chung told employees working in extreme heat. "We must thoroughly prepare in every aspect to deliver mobility that exceeds customer expectations on time, in an environment different from our previous bases—characterized by high temperatures and desert conditions." 

José Muñoz, President and CEO of Hyundai Motor Company said: "Our new Saudi Arabia production facility demonstrates Hyundai's long-term commitment to the Middle East's largest automotive market. This plant plays a strategic role in our global mid-term plan while supporting Vision 2030. We're combining Hyundai's manufacturing excellence with Saudi Arabia's talented workforce to deliver mobility solutions across automotive, smart cities, hydrogen energy, and future mobility." 

HMMME, the first Hyundai Motor production facility in the Middle East, is a cornerstone for establishing Hyundai as a leading brand in Saudi Arabia. The joint venture is 30 percent owned by Hyundai Motor and 70 percent by Saudi Arabia's Public Investment Fund. Construction began in May 2025, with operations targeted to commence in the fourth quarter of 2026. The facility will have an annual production capacity of 50,000 units, manufacturing both electric vehicles and internal combustion engine vehicles. 

The plant combines Hyundai Motor's innovative manufacturing technology with Saudi Arabia's talented workforce and infrastructure, positioning it to play a crucial role in the growth and development of Saudi Arabia's mobility ecosystem. 

Hyundai Motor plans to operate HMMME as a high-quality vehicle production hub by implementing multi-model production facilities to address diverse customer needs, applying simple and robust design structures for easy maintenance, and incorporating cooling and dust-proof measures to handle high temperatures and sand. 

Market Growth and Expansion Plans 

Hyundai Motor and Kia continue to grow in Saudi Arabia, selling 149,604 units through September 2025, an 8.5 percent increase year over year, with plans to reach approximately 210,000 units by year-end, up 5.9 percent from 2024. 

Leveraging enhanced brand appeal and stable supply through the Saudi production base, Hyundai Motor aims to become the leading automotive company in Saudi Arabia through strategies including Saudi-exclusive special editions, an expanded SUV lineup based on customer preferences, and launches of diverse eco-friendly vehicles including EVs, EREVs (extended-range electric vehicles), and HEVs. 

Kia plans to develop the recently launched Tasman pick-up truck as its flagship model while expanding EV and HEV supply. The brand is also focusing on capturing the PBV market in connection with Saudi Arabia's smart city projects. 

Expanding Collaboration Across Multiple Sectors 

Hyundai Motor Group is expanding partnerships with key Saudi institutions and companies across mobility, smart cities, and other sectors. 

In September 2024, Hyundai Motor signed an agreement with NEOM for "introducing eco-friendly future mobility," successfully demonstrating the Universe FCEV (Fuel Cell Electric Vehicle) bus last May on routes connecting NEOM's central business district with the high-altitude Trojena region at 2,080 meters above sea level. The Group plans to continue collaboration as NEOM's key partner in future mobility. 

Last month, Kia launched a PV5 pilot project with Red Sea Global (RSG), one of Saudi Arabia's giga project developers, following up on Hyundai Motor Group's March 2024 MOU with RSG. Kia will provide PV5 passenger models and technical training support, contributing to eco-friendly mobility adoption and ecosystem development while delivering customized mobility solutions optimized for RSG's tourism industry.

Hyundai Motor Group is also partnering with the MISK Foundation, a non-profit organization established by Crown Prince Mohammed bin Salman in 2011, to foster local youth talent and explore smart city collaboration opportunities.

The GV80 Coupe Concept was among four vehicles from the Genesis Magma program that were on display at Genesis House New York on March 25. “With this vehicle, the mission was to infuse more adrenaline into the Genesis portfolio, increasing the emotions we feel while driving,” Genesis Chief Creative Officer Luc Donckerwolke told the crowd. 

Donckerwolke, center, explains about the G80 Magma Special to global media, mentioning that it will be sold as a limited edition in the Middle East. 

“The G80 Magma Special shows that our high performance can be applied to different vehicle typologies, like to this sedan,” said Donckerwolke. “The fantastic stance of the vehicle, lowered suspension, wide body and integrated aerodynamics are all elements that communicate its sporty ambitions.” 

“It’s the icon of the Magma program,” Donckerwolke said in reference to the X Gran Berlinetta Concept. “Every single car of the Magma program will have the Gran Berlinetta in its DNA.” 

Race car legend Jacky Ickx, left, who was appointed as Genesis Brand Partner earlier this year, shares his thoughts on Genesis Magma. “The difference between men and boys is the price of their toys,” said Ickx. “Magma will be a fantastic toy.” 

The GV60 Magma Concept, one of the two new concepts unveiled for the first time this day. “This car shows that we also have different powertrains for the Magma program, from ICEs to EVs,” said Donckerwolke. “You will see the care that we applied to this vehicle in integrating intelligent aerodynamics to maintain stability at high speeds.” 

Donckerwolke clasps hands with SangYup Lee, left, Head of Genesis Global Design, as the latter steps forward to explain about the Neolun Concept, which was globally revealed for the first time this day. 

“When you look at the car, you barely see any sharp lines or creases,” said Lee. “It has all the functionality, but it’s hidden and only appears when necessary.” 

B-pillarless coach doors, one of the most notable features of the Neolun Concept, create a spacious cabin that accentuates comfort and relaxation. 

“Through Magma and the Neolun Concept, we are setting a new standard and starting a new chapter,” said Jay Chang, President and Chief Executive Officer of Hyundai Motor Company. 

From left, Claudia Marquez, Chief Operating Officer of Genesis Motor North America; José Muñoz, President and Chief Executive Officer of Genesis Motor North America; Chang; Donckerwolke; Lee; and Mike Song, Global Head of Genesis. 

Lee, Donckerwolke and Ickx talk about the future of Genesis during a panel discussion with global media. 

A range of rich Korean flavors was served during the event, including Korean-style dumplings known as “mandu.” 

Song, center, talks with guests from China. 

Cocktails and wines were served to enhance the delectable finger foods inspired by Korean cuisine, known as “hansik.” 

As a farewell gift, each guest went home with custom-made chocolates encased in “bojagi,” traditional Korean wrapping. 

Genesis House New York seen from outside during the event in New York’s Meatpacking District. 

Disclaimer: Quotes from the event have been condensed and edited for clarity.