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

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

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

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

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

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

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

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

About Genesis and Genesis Art Initiatives

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

About The Metropolitan Museum of Art

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

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

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

About Flesh Impact

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

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

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

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

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

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

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

Genesis & Marilyn Monroe

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

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

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

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

People, Characters and Works Referenced

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

The Product Still Has to Matter

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

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

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

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

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

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

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

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

She then described the standard she uses with her teams.

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

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

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

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

What People See Through

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

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

And then the warning.

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

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

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

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

She applies the same thinking to hospitality.

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

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

What she values instead is the local, human element.

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

Knowing Your Limits

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

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

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

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

The lesson was simpler than the original ambition.

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

The decision clarified the role Nespresso wanted to play.

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

Its focus is on the details.

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

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

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

Padula applies the same discipline to partnerships.

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

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

The Common Thread

That brings the discussion back to Bauer.

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

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

The examples had been there all evening.

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

Bauer argued that these choices are increasingly where brands compete.

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

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

Bauer argues that aligning those answers serves an important purpose.

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

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

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

Where Genesis Stands

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

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

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

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

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

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

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

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

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

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

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

The product has to earn the promise.

The New Scarcity

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

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

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

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

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

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

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

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

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

The Grime and Glory of Le Mans

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

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

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

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

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

Racing Continues at Fuji in Second Half of WEC Season

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

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

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

Immersive Motorsports Experience

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

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

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

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

Motorsports for the Whole Family

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

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

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

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

Genesis Collection Brings Magma Orange from the Track to Lifestyle Goods

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

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

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

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

6 Hours of Fuji Live Watch Party

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

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

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

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

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

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

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

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

A Bold Pursuit Backed by Fans

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

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

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

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

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

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

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

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

Marentic paused on the timing.

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

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

When Traditional Advantages Stopped Being Enough

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

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

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

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

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

The result is that competition has risen across the board.

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

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

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

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

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

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

She does not view that as a positive development.

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

From Money and Access to Time and Experience

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

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

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

He stopped short of arguing for a single global definition.

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

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

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

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

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

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

The Appeal of Vitality

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

About Genesis and Genesis Art Initiatives

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

About The Metropolitan Museum of Art

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

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

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

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

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

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

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

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

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

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

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

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

Untethered: Redefining Luxury on Genesis’ Own Terms

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

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

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

Journey to Less: Reduction to Amplify the Essence

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

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

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

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

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

A New Phase: The Arrival of Genesis’ New Flagship

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

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

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

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

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

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

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

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

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

A Lifestyle Inspired by the GV90

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

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

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

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

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

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

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

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

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

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

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

GV60 Magma: The New Challenger

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

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

List of Awards

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

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


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

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

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

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

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


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


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

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

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

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

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

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

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

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

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

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

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

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

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

What Major International Events Has Hyundai Motor Supported?

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

• APEC 2025 KOREA in Gyeongju, Korea

• 2025 G20 Leaders’ Summit in Johannesburg, South Africa

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Delivering a Customer-Centric Experience

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Who Judged the Competition?

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

How Did the Group Create Premium Brand Engagement?

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

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

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

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

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

How Is Genesis Expanding in Europe?

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

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

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

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

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

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

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

Sean Lee, Global Head of Genesis, commented:

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

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

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

Elevated Guest Experiences

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

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

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

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

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

Immersive Fan Zone Highlights

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

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

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

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

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

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

Genesis’ Continued Commitment to Golf

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

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

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

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

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

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

Another Step Forward for the Genesis Brand 

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

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

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

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

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

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

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

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

The Exhibition

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

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

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

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

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

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

Visitor Information

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

An Electrifying Lineup

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

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

A Strong Foundation with Leading Dealer Partners

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

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

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

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

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

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

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

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

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

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

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

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.

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

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

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

Korean Luxury Brand with “Athletic Elegance”

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

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

Dutch Market Set to Launch on March 20, 2026

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

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

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

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

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

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

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

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

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

A Bold Symbol of Genesis' Limitless Potential

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

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

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

Inspired by a Black Scorpion

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

Luxury Meets Off-Road Functionality

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

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

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

Embodying a Scorpion’s Bold Character

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

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

Built for Extreme Conditions

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

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

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

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

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

A Glimpse into Genesis’ Next Decade

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

SEOUL, Dec. 18, 2025 — Genesis today announced the appointment of Sean (Sihyeok) Lee as Global Head of Genesis and his promotion to Senior Vice President, effective December 8, 2025, and January 1, 2026, respectively.

In his new role, Lee will oversee the global Genesis organization and lead the brand into its next decade, following the celebration of Genesis’ 10th anniversary and the successful launch of the Genesis Magma program.

Lee brings 25 years of automotive experience at Hyundai Motor Company, including multiple leadership roles within the Genesis brand. Since joining the company in 2000, he has worked across brand management, marketing, and product, building a broad foundation as an industry veteran.

Lee joined Genesis in August 2017, where he led product planning and operations, contributing significantly to growth in global product volume and profitability.

Since 2021, he has held several leadership roles across Hyundai and Genesis operations in North America. Most recently, he led product and business planning, playing a pivotal role in driving both quantitative and qualitative growth in Genesis’ largest overseas market.

Under his leadership, annual sales increased from 16,000 units in 2020 to 75,000 units in 2024, with 82,000 units forecasted for 2025, representing a 468 percent increase over the period.

Market share rose from 0.9 percent in 2020 to 2.7 percent in 2024, with expectations to reach 2.9 percent in 2025.

Customer experience also strengthened significantly through the expansion of Genesis standalone showrooms, with nearly 90 locations anticipated by the end of 2025.

He also played a key role in the successful launches of the product enhancement models for the GV70 and GV80, strengthening Genesis’ core model competitiveness in the North American market.

"Sean Lee is the right leader for Genesis at the right time," said José Muñoz, President and CEO of Hyundai Motor Company. “I have worked very closely with Sean, and I've seen firsthand his experience, drive, and discipline. He understands our customers, he understands luxury, and he understands what it takes to win. As we introduce new models, including our first hybrid and EREV vehicles, expand globally, and enter the World Endurance Championship with Genesis Magma Racing, Sean has the vision and capability to lead Genesis through its next phase of growth. I am fully confident in his ability to take our luxury brand to even greater heights.”

Poised to Lead the Brand’s Next Phase of Growth

Lee will guide Genesis through a transformative period of new model introductions, including the long-anticipated flagship SUV, the first Genesis hybrid and EREV models, and the continued expansion of the Genesis Magma high-performance lineup.

“It is a tremendous honor to lead Genesis at such a pivotal moment,” said Sean Lee. “As we enter a new decade with an exciting lineup of new products, I look forward to serving our customers by strengthening our commitment to progressive luxury and driving the brand’s next chapter of global growth.”

Leadership Legacy of Mike Song

Lee succeeds Mike (Min Kyu) Song, who has served as Global Head of Genesis for the past three years.

During his tenure, Song led Genesis to surpass 1 million cumulative global sales, achieving the milestone faster than any other luxury brand.

He successfully launched the Genesis Magma luxury high-performance program and expanded the brand’s global presence to 20 markets, further strengthening Genesis’ position as a leading luxury brand worldwide.

Muñoz added, "I also want to express my gratitude to Mike Song for his leadership over the past three years. He has built a strong foundation for the brand's next decade, and we wish him the very best."

FRANKFURT, Germany, Dec. 4, 2025 — Genesis Motor Europe has announced the appointment of Maximilian Kalbfell as its new Head of Marketing, marking a key step as the brand enters its next phase of growth and innovation.

Maximilian brings over 20 years of global cross-sector marketing experience to the role and will report directly to Managing Director Peter Kronschnabl.

Maximilian gained significant multi-market automotive experience through a variety of senior industry roles — including Brand Management Director at BMW Northern Europe AB, Head of MINI China, Taiwan and Macao, and Head of Sales at Marketing at Husqvarna Motorcycles. In these roles he gained crucial experience developing brand and retail communications strategies across new and existing markets to drive overall sales. Along with his most recent role at AVAG Holding SE where he was responsible for running more than 200 car dealerships for over 30 brands across Central Europe, Maximilian brings vast knowledge to Genesis as the brand enters its next chapter of growth in Europe.

Peter Kronschnabl commented on the appointment: “We are delighted to welcome Maximilian to Genesis. His wealth of marketing experience and deep automotive knowledge will be invaluable to the business as we expand our footprint in Europe and build consumer awareness of our design-driven performance brand and our distinctive premium electric products.”

Maximilian Kalbfell added: “I am thrilled to be joining Genesis and excited to be part of its next phase of growth in Europe. The brand is a strong contender in the premium market in Europe thanks to its award-winning portfolio, vibrant Korean philosophy and customer-centric approach. I look forward to building on these foundations and connecting even more customers to the brand.”

Genesis Motor Europe currently operates in the U.K., Germany and Switzerland and will expand into four new markets — France, Italy, Spain and the Netherlands — in early 2026.

The best route to Andong is from the north along National Route 35 out of Bonghwa County in North Gyeongsang Province. Ride along with us in the Genesis GV80 as we make our way through scenic vistas drenched in autumn colors that have inspired scholars for centuries.

The GV80 comes with a standard 5-seater setup for everyday drives with a generous 735 liters of cargo space — perfect for traveling with family or a large group of friends. The lush interior provides luxury and comfort while touring the Korean countryside.

First Stop: Dosan Seowon
Location: 154 Dosanseowon-gil, Andong, North Gyeongsang Province

En route to Andong is the most recognized of Korea’s nine UNESCO World Heritage historical sites, Dosan Seowon.  “Seowon” is the Korean term for a Confucian academy. An image of Dosan Seowon can be found the 1,000 won bill alongside Yi Hwang, the philosopher who built it in 1576 during the Joseon dynasty. Yi Hwang was also known by his pen name “Toegye,” meaning “Retreating Creek,” and is commonly regarded as one of the most important philosophers in Korean history.

The GV80 delivers exceptional performance and handling, making it an ideal choice for navigating winding mountain roads. Equipped with the innovative Terrain Mode, the GV80 ensures stability and safety in challenging driving conditions. Its advanced Auto Mode intelligently detects road conditions and adjusts the driving force with precision to prevent wheel slippage.

A tranquil space, Dosan Seowon is surrounded by mountains, comprising 14 buildings built to harmonize seamlessly with nature.  The complex includes “Jeongyodang,” a square lotus pond, “Nongun Jeongsa,” a dormitory for students, and “Dosan Seodang,” the main lecture hall where Toegye himself taught. The lecture hall also contains a tablet with the name of the academy written on it, a gift from King Seonjo, who was a proponent of Confucianism.

Second Stop: Andong Hahoe Folk Village
Location: 1164-1 Hahoe Village, Pungcheon-myeon, Andong, North Gyeongsang Province

Andong Hahoe Folk Village is one of the most well-preserved historical clan villages on the Korean peninsula. Built in the 14^th and 15^th centuries, the location and layout of the village is said to be determined according to Confucian values to receive both physical and spiritual vigor from the surrounding landscape.

Across the river to the north is a large cliff, called Buyongdae Cliff, and to the east is a grove of trees called “Mansongjeong,” or “The Grove of Ten Thousand Pines,” specifically planted by government official Unyong Ryu during the Joseon Dynasty to serve as a windbreak for the village.

Third Stop: Byeongsan Seowon
Location: 386 Byeongsan-gil, Pungcheon-myeon, Andong, North Gyeongsang Province

Just a few kilometers upriver from Andong Hahoe Folk Village lies another renowned Confucian academy, Byeongsan Seowon. This location is famous for its intentional design as an empty space to inspire reflection and learning. It also houses about 3,000 books, including a collection written by Yu Songnyong, a noted scholar of the Joseon period.

The main feature of this seowon is Mandaeru pavilion. The pavilion was designed simply, with only few pillars and a roof, to maximize the view of the surrounding natural beauty. This minimalism was intentional, as the beauty of empty space is deeply rooted in Confucian thought. Genesis practices a similar philosophy when designing the interiors of its vehicles, the “Beauty of White Space,” which emphasizes simplicity and elegance.

Fourth Stop: Gunja Village
Location: 33-6 Gunjari-gil, Waryong-myeon, Andong, North Gyeongsang Province

Andong preserves not just Confucian academies, but historical (and delicious) cuisine. A few kilometers north of the city is Gunja Village. It is the current home of a famous cookbook older than the nearby academies, as it was written in 1540, the early Joseon era, by the scholar Yu Kim. The name of the book, “Suunjapbang,” translates to “ways of making food fit for a man of refined taste.” This historic treasure has weathered countless challenges over the centuries to find its way to Yu Kim’s descendant, Doeun Kim, the head of Seolwoldang Hall, where she still uses the recipes today.

On a neatly set table in Seolwoldang Hall, dishes described in the first chapter of Suunjapbang are beautifully presented: “Samhaeju,” a traditional liquor, accompanies the vibrantly colored Three-Color Fish Egg Soup, which is the only hotpot dish in Korea made with freshwater fish. It is a mixture of sweetfish, shrimp, mung bean jelly and small rice cake balls made by coating sweetfish meat in mung bean flour. When warmed by the hotpot, these ingredients pair perfectly with the strong liquor – a comforting meal for a chilly season, soothing both body and soul.

Andong is also well-known for its own type of soju, a popular Korean liquor. Andong-style soju is a 45 percent ABV spirit distilled from wheat that originated during the Silla period. It pairs well with “jjimdak,” the region’s most famous dish: chicken, vegetable and glass noodles braised in a pan with soy sauce, garlic and chili peppers.

Fifth Stop: Woryeonggyo Bridge
Location: 569 Sanga-dong, Andong, North Gyeongsang Province

Just northeast and upriver of Andong is Woryeonggyo Bridge — arguably one of the most beautiful sights in Korea. It is the longest wooden bridge on the peninsula, stretching 387 meters. There is a pavilion at the bridge’s halfway point. During late autumn, as the temperature variations grow, early morning mist often hovers over the water. At night, the bridge is festooned with lights that dance along the lake’s surface.

Sixth Stop: Andongho Lake
Location: 437-7 Wolcheon-gil, Andong, North Gyeongsang Province

Andongho Lake is a man-made reservoir created by the construction of Andong Dam in 1976. Located east and upriver of Andong, it offers breathtaking views with the tranquil scenery of trees and mountains along its shoreline and mists that converge over the lake in late autumn mornings.

Final Stop: Musil Village
Location: Sugok-ri, Imdong-myeon, Andong, North Gyeongsang Province

The final stop on the journey is Musil Village. Situated a few kilometers east of Andong, it offers a quiet and serene oasis of tranquility.

Travelers can spend the night in a traditional hanok stay in Musil Village. The selection of traditional and contemporary hanok allow visitors to appreciate the scenic natural beauty of the secluded Musil Village, bringing them close to the beauty of the past.

As the sun sets over Andong, the Genesis GV80 has proven itself a reliable companion and a showcase of refined luxury and comfort on the road. From winding mountain roads to tranquil lakeshores, the GV80 seamlessly blends advanced technology, cutting-edge performance and timeless design to enhance every aspect of the travel experience.

Andong’s rich history, stunning landscapes, and cultural treasures offer a profound connection to Korea’s heritage, while the GV80 ensures every mile is met with elegance and ease. This adventure is a testament to how travel, when paired with the right vehicle, becomes a journey not just through places but through time itself — effortless, memorable and deeply inspiring.

SEOUL, Nov. 13, 2025 — Genesis announces a new multi-year partnership with the Los Angeles County Museum of Art (LACMA) to expand its art initiatives across leading art institutions, following the partnerships with The Metropolitan Museum of Art in New York and Tate Modern in London. 

Genesis will support The Genesis Talks, public conversations hosted by Michael Govan, LACMA CEO and Wallis Annenberg Director. The public programs will bring together some of today’s most creative visionaries across multiple disciplines to participate in thought-provoking conversations, anticipating LACMA’s new chapter with the opening of the David Geffen Galleries next year.

The Genesis Talks will highlight how creativity, vision and collaboration are transforming the way we engage with art, space and community. The season will begin on Dec. 4, 2025, with Jeff Koons reflecting on his iconic Split-Rocker (2000), a monumental sculpture adorned with living plants and flowers. The artist will discuss how monumental outdoor works activate public space and inspire new ways of seeing. On Jan. 16, 2026, Darren Walker and Los Angeles artist Mark Bradford will share their insights on the museum as a vibrant community hub, exploring how spaces can spark dialogue, creativity and connection. In April 2026, Swiss architect Peter Zumthor will dive into the design of the David Geffen Galleries, exploring light, space and the power of architecture to shape the museum experience. The Genesis Talks will continue in Summer 2026 with speakers to be announced at a later date.

“Following Hyundai Motor's decade-long partnership with LACMA, and as part of the museum's new chapter, we are delighted to extend this legacy through a new partnership that will contribute to the cultural landscape of Los Angeles and beyond," said Euisun Chung, Executive Chair of Hyundai Motor Group. "We hope that the shared vision of LACMA and Genesis will create space for conversations that are timeless and invigorating.”

“This new partnership with Genesis elevates the visionary ideas and projects coming out of Los Angeles, including the work at LACMA with the David Geffen Galleries,” said Govan. “Beginning this December, The Genesis Talks will spotlight some of the most daring and creative thought leaders. We hope audiences will be inspired by the ideas discussed during each program.”

Genesis will also support a named space designated as the Genesis Gallery within the David Geffen Galleries and the opening gala as presenting sponsor in April 2026. Through this new partnership, Genesis demonstrates its commitment to supporting LACMA during this transformative new chapter.

Genesis Art Initiatives has collaborated with leading institutions and visionaries to inspire profound cultural dialogues with the wider world, including The Genesis Facade Commission: Jeffrey Gibson, The Animal That Therefore I Am at The Metropolitan Museum of Art, running through June 9, 2026, and The Genesis Exhibition: Do Ho Suh: Walk the House at Tate Modern, which ran until October 2025.

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Donald and his wife Katie were spectators at the 2025 Genesis Scottish Open in July, where they won an all-expenses-paid trip to the 2025 Genesis Championship in Korea. The Glasgow residents snagged this once-in-a-lifetime opportunity after correctly predicting that Colombian golfer Nico Echavarría would land a hole-in-one on the 6th hole.

“When I first heard that we had won, I literally couldn’t believe it,” said Donald. “I remembered that Nico Echavarría placed second in the Sony Open before the Genesis Scottish Open, which is why I chose him as the player likely to get a hole-in-one.”

The luxury hospitality package included business class flights, five-star accommodation, shopping and sightseeing activities in a chauffeur-driven Genesis G90, and, of course, VIP tickets to watch the 2025 Genesis Championship.

Luxury Hospitality the Genesis Way

The Genesis Championship, now in its ninth year, is a key event for title sponsor Genesis. Golf sponsorships represent the luxury marque’s commitment to the sport, which reflects its “Athletic Elegance” design philosophy through focus, precision and keen attention to detail.

The brand is also title sponsor for other world-class annual golfing events, including the Genesis Invitational and Genesis Scottish Open, in addition to being a founding partner of Tomorrow’s Golf League (TGL), which blends traditional golf with immersive virtual indoor golf. Genesis is also the official vehicle sponsor for the Abu Dhabi HSBC Championship and the Presidents Cup. These events serve as key platforms to showcase Genesis’ unique brand of hospitality.

Guided by Genesis’ “Son-nim” philosophy — where every visitor is treated as a cherished guest — the Genesis Championship weaves Korean hospitality and authentic cultural experiences into every aspect of the event.

The Genesis Suite, an exclusive hospitality space for VIPs, offered an unparalleled spectator experience with gourmet food and drink, curated artwork displays from the Genesis Cheongju exhibition and premium viewing areas overlooking the green. There, guests watched as 126 Korean and international players from the DP World Tour and the KPGA TOUR vied for the $4 million prize pool.

“It’s an amazing venue,” said Donald, “and the hospitality has been fantastic. The scenery, the trees, the autumn colors coming through; just absolutely stunning.”

Elevated Experiences for Spectators

The couple also spent time exploring the Fan Village, a welcoming environment for fans to connect with the Genesis brand and experience Korean culture while enjoying premium amenities and the immersive virtual reality golf simulator.

As a large-scale tournament with athletes and fans from around the world in attendance, Genesis carefully curated a diverse menu. Fans could not only enjoy the golf, but also a variety of international and local culinary options, giving them the opportunity to experience Korean culture through its food and snacks. The Gallery Plaza food court featured local specialties from Cheonan, including walnut cookies and “sundae,” or Korean blood sausage, as well as international options such as pork rice bowls, barbecue, “yakisoba,” or Japanese stir-fried noodles, “karaage,” or Japanese fried chicken, and handcrafted burgers.

“The food’s been outstanding,” said Donald.

Another highlight of the Fan Village was the TGL swing simulator, which allows fans to experience TGL's innovative golf simulator technology and practice their swing in a virtual golf environment similar to the TGL game format. This immersive experience showcased Genesis’ commitment to engaging new generations of golf fans and how TGL harnesses technology and innovation in sport.

Such virtual golfing simulations, called “screen golf,” are a common pastime in Korea. “I haven’t experienced Korean golf culture beyond watching matches yet, but I would like to try [screen golf] if I get the chance,” said Donald.

The Mcleods also stopped by the Genesis Collection booth. This pop-up store was filled with official Genesis merchandise like limited-edition hats, umbrellas, tumblers and folding spectator chairs, giving fans the chance to take home exclusive souvenirs. Visitors were also able to purchase a variety of Genesis-branded items, such as scale models of Genesis cars, teddy bear keychains and a variety of golf accessories.

Experience of a Lifetime

“The level that Genesis provided to us has just provided memories that we’ll keep forever. It’s been brilliant,” said Donald.

The Mcleods, who enjoy following the matches, were thrilled to see such a strong field of players. “My favorite golfer is Xander Schauffele, ever since he won the first year Genesis became the title sponsor of the Scottish Open in 2022,” Donald reflected. “We also know Sung-jae Im and Si-woo Kim.”

Donald expressed that Genesis tournaments have become more popular, “Especially since it has become the Genesis Scottish Open, more famous players have participated, which has also contributed to higher viewership. I believe that for a few years now the Genesis Championship has naturally helped raise awareness of the Genesis brand as well.”

The Mcleods were among 20,000 spectators at Woo Jeong Hills Country Club in Cheonan, Korea, who witnessed Junghwan Lee win with a score of 11-under 273, taking home $680,000 and a Genesis GV80. Lee also won a two-year seed for the KPGA TOUR and DP World Tour. This win marks the first victory by a KPGA TOUR player at an event co-sanctioned by the DP World and PGA Tours. Korea’s own Seungbin Choi finished 7th overall, securing himself a spot in the 2026 Genesis Scottish Open.

Follow the couple's VIP journey in the video below:

RÜSSELSHEIM AM MAIN, Germany, Nov. 6, 2025 — Hyundai Motor Group (the Group) has today announced the opening of a new €150 million facility at the Hyundai Motor Europe Technical Center (HMETC) in Rüsselsheim am Main, Germany, marking a major milestone in its commitment to European innovation and engineering excellence.

Square Campus is the most significant investment in R&D facilities at HMETC since the opening of the Round Campus in 2003. It underpins the development of innovative, market-leading technologies and will play a vital role in the development of future Hyundai, Kia and Genesis models in Europe.

Tyrone Johnson, Managing Director at Hyundai Motor Europe Technical Center, said: “The investment at Square Campus is a clear sign of our commitment to the region and reflects the importance of Europe in our long-term growth strategy. The extensive new capabilities at HMETC give us more independence and flexibility while creating exciting new opportunities for collaboration between our brands. Fundamentally, Square Campus will also support us as we continue to grow our market share in Europe, developing new vehicles and technologies designed around the needs of our customers.”

Advanced Facility Unlocks New Capabilities

The 25,000 square meter site is equipped with the largest semi-anechoic chamber within the Group, allowing unrestricted Noise, Vibration and Harshness and drive-by noise testing with complete independence from weather conditions.

Highly advanced dyno facilities at Square Campus play a key role in development, allowing for the comprehensive testing of vehicles and individual components, compatible with all-electric, hybrid and ICE powertrain applications. The facility is also equipped with a new EV charging laboratory, a state-of-the-art driving simulator, and new facilities for extended Electronics System Development – including Over-the-Air-Updates, Cybersecurity and Advanced Driver Assistant Systems.

These industry-leading capabilities allow HMETC to test and validate every type of vehicle under real world conditions, while developing future products tailored to the unique expectations of European customers. The investment at Square Campus forms an essential part of the Group’s strategy, underlining its position as a leader in advanced technologies.

While real-world prototype testing will remain a crucial part of the development journey, Square Campus protects against the challenges associated with external outdoor testing and complements the Group’s existing global testing and knowledge-sharing programs.

Sustainable Design, Enhanced Collaboration

Square Campus supports the Group’s environmental objectives, incorporating recycled materials, photovoltaic panels and heat pump systems. This reflects the Group’s broader commitment to developing sustainable mobility solutions and achieving zero-tailpipe emissions globally by 2045.

The significant expansion is also a foundation for the continued growth of HMETC’s team, which has increased by 20% since 2024, with the organization now employing more than 500 employees. This investment in talent and technology simultaneously drives a new phase of integrated innovation, bringing together experts from across disciplines to advance the Group’s vision for sustainable, connected mobility.

European development will continue at HMETC’s facilities at the Nürburgring, opened in 2013. This facility was also expanded thanks to a €13 million investment in January 2025, with an additional 834 square meters of cutting-edge testing facilities, dedicated workshop areas and specialized laboratories. 

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.

Meet three artisans who illuminated this exhibition and read about them discussing their craftsmanship in realizing art with different materials, their collaboration with Genesis through the 2025 Cheongju Craft Biennale, and the aesthetic inspiration they felt from Neolun.

Artist Soyun Jung: Landscape of “Emptiness” Stitched in Thread

An expansive landscape envelops the Genesis Cheongju exhibition hall, a work by Soyun Jung, focusing on nature and the human body through the medium of textiles. She finds inspiration by contemplating human existence and attitudes toward life amidst its challenges, aiming to convey a positive perspective on life as a part of nature in her artwork.

Your craftsmanship is evident in the artwork that depicts landscapes stitched with thread. I'm curious about what inspired you to create this piece using thread as your medium.

While majoring in textile art, I naturally learned how to work with thread. When I first began drawing with thread, the act itself felt incredibly fresh and intriguing. Over time, thread evolved from a simple material into an essential tool, much like a pencil. I believe my encounter with thread was a fateful moment that helped me discover the essence of creation.

I heard that your work was inspired by views of mountains seen through the window during a journey. What does the experience of movement mean to you?

During the production of the piece, I frequently traveled between Seoul and Yecheon. The endless mountain ranges unfolding outside my car window during those journeys became the core motif of my work. That time of movement became moments of contemplation and healing, allowing me to alleviate pain I held in my heart. The piece I exhibited this time also captures the “memories that the car provided.”

While exhibiting the Neolun concept alongside your work, did you make any specific efforts to harmonize the arrangement of the two pieces with your first impression of the vehicle?

First of all, I found the name “Neolun” to be incredibly poetic, almost like a work of art in itself. When I first saw Neolun, its simplicity and weighty presence struck me powerfully, and I could naturally sense the essence of craftsmanship embodied within it. Additionally, its colors create a subtle harmony between black and blue, so I adjusted the colors of the thread used in the mountain ranges at the forefront of my landscape to harmonize with Neolun’s color palette.

Not only the color but also the design philosophy of Genesis, which emphasizes the “Beauty of White Space,” is evident in your landscape. What does white space mean to you?

From an artistic perspective, white space is truly challenging. Every artist hopes to spend more time on their work hoping that the more time they invest, the more it will be refined. Therefore, I believe that negative space is a powerful tool for creating a profound atmosphere.

Genesis also embraces the philosophy of the Beauty of White Space, and I realized that this concept of emptiness is reflected in Neolun’s interior design through the implementation of “passenger comfort” and “simplicity of operation.” In fact, I haven't had many opportunities to be deeply exposed to the field of industrial design, so this collaboration with Genesis provided me with a valuable learning experience to gain a deeper understanding of the brand’s philosophy.

Artist Hojung Kim: The Sustainability of Ceramics Shaping “Heritage"

Hojung Kim reinterprets the essence and flow of tradition in a modern way through the material of clay. Her ceramics exhibited at Genesis Cheongju do not merely restore tradition; they showcase the temporality inherent in clay, reimagined in its own colors, showcasing an ever-expanding and evolving transformation. She discusses the perspective of sustainability in heritage and the Korean aesthetics shared with the Neolun Concept.

Your works that reinterpret Korean heritage in a modern context, such as comb-patterned pottery and moon jars, are impressive. What perspective do you prioritize most in the process of interpreting past heritage for a contemporary audience?

I place the highest importance on sustainability. Rather than simply following trends or being swayed by emotions, I constantly consider how my pieces can have a positive social impact and what values they can pass on to future generations.

Ceramics are not merely the legacy of the past; they are a cultural asset that has continuously evolved and developed. I study how the essence of clay has been connected to humanity. And just as the first ceramics significantly improved the quality of human life, I aim to go beyond simply reproducing ceramics. My goal is to add new value to the blueprints of the past, transforming them into a sustainable cultural heritage that future generations can inherit.

Ceramics, as a heritage that connects the past, present and future, seem to resonate with Genesis’ brand philosophy as well.

While exploring the Genesis website, I thought that the brand's vision “Genesis is committed to a sustainable future” is deeply connected to my work. Especially since I am exhibiting my moon jar series at Genesis Cheongju, I was very pleased to learn that the Neolun Concept was also inspired by the Latin word ‘luna,’ meaning moon.

I was impressed by how Neolun incorporates distinctly Korean cultural elements, such as the sliding doors of traditional “hanok” and “ondol,” into a timeless design. I felt that Genesis’ effort to maintain its unique value even with new technologies, rather than simply creating something new based on trends, resonates with the essence of my profession.

The Korean style and unique color tones captured in your work seem to connect with the aesthetics pursued by Genesis. What does color mean to you, and how do you perceive the Korean style and color tones presented by Genesis from the perspective of craft aesthetics and craftsmanship?

The colors used in my work are categorized as natural hues, which can be seen as similar to Genesis’ approach of applying color names based on regions. In particular, the “Red Series” of my “Flow Collection” captures the essential colors of clay in different regions by utilizing the subtle differences of in soil composition.

In examining the indigo color used in Neolun during this exhibition, I noticed that it is not limited to a simple blue but possesses a mysterious and profound depth. This color gives a strong impression that Neolun embodies an iconic aesthetic representing Korea, transcending the notion of just being a car.

I'm curious if participating in a project with a luxury car brand like Genesis has brought any changes to your creative process or artistic perspective.

I believe that Genesis’ efforts to introduce vehicles with distinctly Korean elements in major markets like the U.S. and Europe resonate deeply with my vision of the modern promotion of Korean aesthetics while working abroad.

I was particularly impressed by how the Neolun Concept reflects not only Genesis’ vehicle technology but also incorporates elements of Korean architecture, design and traditional culture in an innovative way. I look forward to seeing Genesis showcase these unique values on a broader global stage and establish itself as an icon representing Korean culture.

Artist Seonghoon Park: The “Essence” of Light and Space Captured in Glass

Seonghoon Park is a master of glassblowing techniques where he blows air into molten transparent glass at temperatures reaching 1,200 degrees Celsius, to create desired shapes. Exhibiting his signature works, the “VOID” and “SEED” series, alongside the Neolun Concept, he discusses the allure of glass art, which requires advanced technical skills, and the continuous pursuit of the essence of each work.

I understand that the processes of blowing and polishing are two halves of your technique of artistic expression. It seems that completing a piece involves endless repetition and training. How much time does it take to create a work?

To put it simply, blowing is the process of creating the canvas that serves as the foundation for the artwork, while polishing is the act of painting on that canvas. Polishing actually takes up a much larger portion of the process than blowing. After focusing on blowing for two weeks, I dedicate the remaining nine to 10 months solely to polishing. Assuming I work an average of 12 hours a day on the largest pieces, it takes about 12 days just for polishing. This lengthy process to make each piece is part of the journey toward finding its essence, contributing to the joy I feel upon completing a work.

I'm curious about the details of the work and the philosophy behind your production process.

The forms of my works always focus on the sphere. When beginners learn glass art they typically start with shapes that are easier to understand, like cups or plates. However, the origin of all these forms begins with the sphere. I believe that the sphere is the most fundamentally pure shape, containing all possibilities, and I adhere to this form to embody the foundational essence of glass itself.

I’m curious about the meanings behind your works, the “SEED” and “VOID” series, featured in this exhibition. Additionally, how do these two pieces connect with the Neolun concept?

The “VOID” series explores the pure form and aesthetics of glass, seeking essence through the process of eliminating unnecessary elements. In contrast, the “SEED” series symbolizes new beginnings and constantly evolving vitality by opening the entrance of the spherical form. Each piece embodies the philosophies of “seeking essence through reduction” and “future-oriented movement,” which I believe are connected to the Neolun Concept. In particular, they demonstrate a dynamic vitality focused on essential values while striving for innovation that moves toward the future. This resonates with my journey of exploring the essence of the sphere through glass art since 2006, where I have consistently concentrated on glassblowing and on the essence of my work.

As this is your first time collaborating with Genesis, what has been your most memorable moment so far? And is there a particular aspect of Genesis’ philosophy that resonates with you.

Before preparing for the exhibition, I participated in a docent tour at Genesis Cheongju, and I found it fascinating that there is a unique inspiration and story for each Genesis vehicle color. While glass art allows for nearly infinite color combinations, I had previously viewed colors merely as pigments that could be used freely. Based on what I’ve learned about Genesis’ color stories, I plan to explore the narratives of color in my own work.

Genesis continues to show its commitment to the community not only through the craft exhibition held at Genesis Cheongju but also through various other collaborations with local artists. At the same time, it is accelerating its efforts to spread artistic value globally through programs like Genesis Art Initiatives that drive extensive cultural support activities on international stages, such as Tate Modern, and the Metropolitan Museum of Art. Soyun Jung stated, “I believe that collaborating with the Biennale, which symbolizes Cheongju, is Genesis’ contribution to regional revitalization,” while Hojung Kim expressed support by saying, “Genesis’ contributions to art through its sponsorship of Tate Modern and the Metropolitan Museum of Art are very positive, providing opportunities that inspire hope for artists.”

The artists encourage visitors attending the exhibition “Night in Motion,” which runs until Nov. 2, to fully experience the harmonious aesthetics created by their works and the Neolun Concept. Soyun Jung expressed, “I hope many people come and feel the synergy created by Neolun and my artwork firsthand,” while Seonghoon Park stated, “I hope visitors enjoy the visual harmony between Neolun and my glass art, and appreciate the messages of my works in an engaging way.” Lastly, Hojung Kim added, “I hope this is an opportunity to understand Neolun’s story more deeply via the connection between the artworks and the vehicle.”

NEW YORK, Oct. 23, 2025 — Genesis today unveiled CHROMA: Tales Between Hues, an immersive installation at the brand’s flagship Genesis House in New York created in collaboration with Tony, Grammy and Critics Choice-nominated actress and singer Ashley Park. Recognized for her acclaimed work on stage and screen and celebrated as a proud Korean American voice in the entertainment industry, Park brings her expressive storytelling to Genesis House for a new experience inspired by traditional Korean folktales.

Drawing inspiration from Korea’s rich cultural heritage, CHROMA: Tales Between Hues takes guests on a vivid journey through six distinct worlds of exploration. Inspired by a curated series of Korean folktales, each space brings to life the emotions and themes of each story set against the “Obangsaek” color spectrum, a traditional Korean palette of blue, red, yellow, white and black. Each chapter of the installation reveals a new layer of discovery, bringing timeless stories to life through light, color and sound.

“At Genesis, we champion bold creativity and the power of storytelling to engage with consumers through experiences inspired by our distinctly Korean roots,” said Tedros Mengiste, Chief Operating Officer of Genesis Motor North America. “Ashley Park’s creative vision and passion for her heritage comes to life in a way that reflects our brand’s cultural ethos in a vividly immersive activation.”

“As a proud Korean American, I am interested in connecting inspiration from my heritage and family, with the scope of both universal conversations and the personal journeys of the characters I create and the stories I tell,” said Ashley Park. “Partnering with Genesis House on CHROMA: Tales Between Hues has allowed me to share these folktales while integrating my personal reflections and relationship to culture in the universal language of emotion. This has been a truly special process, and I am beyond grateful to create an experience that brings Korean folklore to life both emotionally and visually for visitors around the world.”

Throughout CHROMA: Tales Between Hues, guests will share in the universal language of emotion as they journey through the scenes inspired by Korean tales. Blending scenic design with digital projection, the installation blurs the line between the tangible and the imagined, embodying Genesis House’s commitment to audacious design, progressive innovation and distinctly Korean heritage.

CHROMA: Tales Between Hues opens to the public on Oct. 23 at Genesis House in New York City’s Meatpacking District, inviting visitors to experience an unforgettable journey through Korean folklore and the expressive artistry of Ashley Park.

Genesis House is a sophisticated oasis located in the heart of New York City’s Meatpacking District, offering experiences influenced by Korean culture and community, culinary excellence and innovative architecture and technology. Consisting of the Showroom, Restaurant and Cellar Stage, the lifestyle space evokes audacious design, progressive function and a distinctly Korean atmosphere that showcases the Genesis brand in harmony and balance with its surroundings.

“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, Oct. 21, 2025 — Genesis announced today that Beijing-based artist Liu Wei has been selected for The Genesis Facade Commission in 2026, a multi-year partnership with The Metropolitan Museum of Art in New York. The Genesis Facade Commission: Liu Wei will be on view from Sept. 17, 2026 through June 8, 2027.

Liu Wei is a multidisciplinary artist whose practice spans through painting, video, sculpture and installation. Known for his virtuosic command of sites and scale, he reconfigures fragments from the urban environment, historical sources and bodily forms to create sculptural installations that evoke awe and agitation.

For the third exhibition of The Genesis Facade Commission, Liu’s new works for the niches will play with perspective and scale and address cycles of rupture, resistance, mending and creating in history. Instead of a totalizing narrative, Liu will present composite sculptures made with a variety of materials that provoke complex feelings and reactions amid uncertainties in contemporary life.

"We are delighted to support Liu Wei as the third artist for The Genesis Facade Commission under the multi-year partnership with The Met,” said DooEun Choi, Art Director of Hyundai Motor. “We hope his extensive practices will set the moments of reflection and challenge our perspectives on the world around us.”

"Liu Wei’s sculptures for The Genesis Facade Commission are sure to reflect the curiosity, innovation — and even humor — he is known for,” said Max Hollein, The Met’s Marina Kellen French Director and Chief Executive Officer. “We are honored to work with Liu Wei to expand the possibilities of the iconic Fifth Avenue facade in his first major project at an American institution.”

"For this commission, Liu Wei will use his dynamic language of reconfiguration and assemblage to address the conflicts and contradictions in society,” said Lesley Ma, the Ming Chu Hsu and Daniel Xu Curator in the Department of Modern and Contemporary Art at The Met and curator of the project. “For me, his work always compellingly pierce through perceptions of reality with a blend of rawness and refinement. I look forward to seeing how he challenges our expectations for the classical niches and for public sculptures.”

"To dialogue with the tremendous legacy of human civilization through The Met’s Genesis Facade Commission makes me so excited and anxious,” said Liu Wei. “What a challenge and a blessing.”

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

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.

EL SEGUNDO, Calif., Oct. 10, 2025 — Genesis announced the opening of Genesis Design California, a state-of-the-art design facility located in El Segundo, Calif. This new dedicated design studio furthers the design capabilities in the region and reaffirms its strategy of designing vehicles that meet the tastes and trends of North American consumers. It’s another significant milestone for the growth of the brand, which is celebrating its 10th anniversary this year.

“Genesis Design California embeds our team directly in the U.S. market, ensuring we design vehicles that truly resonate with North American customers,” said José Muñoz, president & CEO of Genesis. “The investment in this facility and the jobs it is creating are emblematic of our long-term commitment to North America. In just 10 short years, Genesis has created an innovative design identity tied directly to its Korean cultural heritage. This studio will play a central role in shaping generations of new products that deepen the emotional connection between our brand and the customers we serve."

“At Genesis, design is brand and brand is design,” said Luc Donckerwolke, Chief Creative Officer of Genesis. “Genesis Design California is the embodiment of this. It embraces our distinctly Korean identity creating a space that inspires creativity. I cannot wait to see that inspiration come to life in the team’s work.”

Genesis Design California spans 80,000 square feet and houses 45 team members, complementing existing design studios in Seoul and Frankfurt, Germany. The opening of Genesis Design California brings all three teams together, enabling a 24-hour interconnected and collaborative global work process.

The studio will drive a wide spectrum of creative work, from production and advanced automotive projects to explorations in air mobility, robotics, and cutting-edge CMF trend research. The team will also develop virtual imagery and films to support product storytelling, reinforcing Genesis’s vision of design as a multidisciplinary practice that extends beyond the traditional automotive landscape.

The space is designed to place visitors in a meditative state of mind distinct from the outside world. The restrained yet warm aesthetic of Genesis Design California promotes a sense of calm and focus, expressing a reverence for design to reflect the values of the Genesis brand.

Team members can enjoy natural and artful spaces for focus and creativity beyond the traditional office environment, ranging from those designed for quiet solitary work to bustling design lab experimentation, including:

• Colors, materials and finishes studio

• Clay modeling & 3D printing workshop

• Digital design lab

• Library for discussion, research and reflection, including a modern tea platform inspired by the brand’s distinctly Korean heritage

• Open workspace featuring a variety of collaborative breakout spaces and flexible seating

• Large, bright office and conference spaces

• Private spaces enclosed in soft acoustic felt for a calming experience

• Outdoor spaces and lounge areas inspired by traditional Korean gardens and the outdoor aesthetic of Southern California

• An upper-level patio that can accommodate various uses, such as events and dining

LE CASTELLET, France, Sept. 30, 2025 — The first endurance test for the GMR-001 Hypercar at the Autódromo Internacional do Algarve marked another key step in Genesis Magma Racing’s preparation for the 2026 FIA World Endurance Championship (WEC). Following the three days of testing, the team’s four confirmed drivers for the season – André Lotterer, Pipo Derani, Mathys Jaubert and Dani Juncadella – reflect on their experiences.   

What is the aim of completing an endurance test with the GMR-001 Hypercar?

Andre Lotterer: “When you are planning to race at Le Mans, it's a 24-hour race, so the car needs to be reliable. These tests are where the car is placed under stress over a longer period of time for the first time and we get to learn about all of the different components, because everything is new. It's actually much more for the team – engineers and for the people who are behind the whole concept of the car – than the drivers. Of course, it's also good for us to get a feeling of the car by driving longer distances, especially in terms of learning a bit more about the tire degradation and comfort for the drivers. Usually at an endurance test, you don't do that much setup work. Instead, you focus on having the car on the track as much as possible. It was good that we have managed to do that relatively early on our testing journey, which only started in the beginning of August.”

How has the development of the GMR-001 Hypercar moved forward compared to the first test with the car in August?

Pipo Derani: “Considering we've only done six days of testing, we're moving forward quickly. There’s obviously a lot, especially on the systems side, that we need to keep working on, but the Genesis Magma Racing team has been doing an amazing job so far. It's not an easy task to jump into a race series like the WEC, with so many other competitors who have been doing it for so long. To put a brand-new group of people together and make them understand each other is not easy, and so far, I think we're making good progress. There are a few areas where we could be better, but there are other areas where we are better than expected. That's part of the development and here we are, after only our sixth test day, already doing a 30-hour test. The GMR-001 Hypercar is going well so far. We had some issues to fix, but that’s expected – that’s why you do tests like these.”

What were you first impression of driving the GMR-001 Hypercar?

Mathys Jaubert: “Driving the GMR-001 Hypercar for the first time was something very special. It's very powerful, much more powerful than anything else I’ve driven, but it is easy to drive. It's easy to find the rhythm in it. The driving style you need is closer to a GT than a single seater or a Prototype, like the LMP2. I think it’s the weight, which is creating a lot of movement in the car and makes it really rewarding to drive fast. It felt like I was dreaming. Since I was very young, I’ve aimed to enter the highest class of the endurance racing, and I'm very happy to be there and to share the car with amazing drivers such as Dani, Pipo, and André.”

How would you describe your first stints in the GMR-001 Hypercar at Portimão?

Daniel Juncadella: “My first laps in the GMR-001 Hypercar were an incredible experience. I loved it. From the get-go, what an amazing car. You can tell what a great base we have, and it's only the sixth day out of seven days of development on track. Of course, it was tough because I was jumping straight into an endurance test for my first-ever laps in the car, but I think it was obviously a good opportunity to test my physical fitness, and I think I did very well. I’m so happy to see that my fitness level is already there in the very first days with the team, and I’m already looking forward to the next test. There is a bright future ahead.”

How does the GMR-001 Hypercar compare to the LMP2 and GT cars you have driven before?

Daniel Juncadella: “I think it's a pretty good combination of an LMP2 car and a GT car. I would say in terms of drivability, it may be closer to a GT car in many aspects. However, we have no ABS in the Hypercar, so that makes it tricky. The Hypercar has a lot of systems that you need to think of, a lot more technical things that you need to learn and understand compared to other cars. It has some downforce in the high-speed sections, very similar to what an LMP2 car delivers but the GMR-001 Hypercar is a lot more powerful, which makes it really enjoyable.”

Which skills have you learned with the Genesis Magma Racing Trajectory Program in LMP2 that you were able to use in your first Hypercar test?

Mathys Jaubert: “I think the biggest thing I’ve learned during my season with the Genesis Magma Racing Trajectory Program in LMP2 and the European Le Mans Series is what I need to do in terms of [giving] feedback – what information do I need to give to the engineer and to all the staff to improve the car. This is something very important in this kind of a test with the Hypercar, where we are at the start and we need to develop the car. As drivers, we need to give clear feedback and focus on a specific point. Having Mathieu Leroy as our engineer makes it easier. We’ve been working together all year in ELMS, so we know each other’s language, and he knows my strengths and what I want to have with the car.”

What extra information were you able to provide after driving the GMR-001 Hypercar in darkness for the first time?

Pipo Derani: “There are some things that are [usually] not the priority while driving, which we re-evaluated when we tried driving at night for the first time. For example, we weren't particularly focusing on dimming the steering wheel display, but then when we drove at night for the first time, I realized I couldn’t see anything. Later, we were able to [adjust those settings] ourselves in the car, but we haven’t reached a point where we can focus on such comfort-related aspects yet. Rather, it’s been more about the critical systems – the engine, the chassis, and so on. Once we have our heads wrapped around those things, we can make sure we have a look at the little things, ensuring we put all those boxes away for the car before it is completed and ready to compete.”

How would you sum up the results of the test?

Andre Lotterer: “It was a very interesting test with a lot of things to analyze and questions to answer. We still covered a lot of mileage and gained a lot of information for the engineers to work with before the next test. The data from the software will obviously be downloaded and analyzed, and that stuff takes some time to fine tune, but the hardware went through a rough test really well. It proved we have solved some issues from the earlier tests, but we still have some other things to deal with – nothing dramatic, but things that we still need to fix before we start racing.”

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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LE CASTELLET, France, Sept. 23, 2025 — Genesis Magma Racing have completed a successful first endurance test with the GMR-001 Hypercar, using three days (Sept. 16-18) of running at the Autódromo Internacional do Algarve to test the reliability of every aspect of the car.

Endurance Test Places Maximum Stress on Components Early in Development

The visit to the Portuguese circuit, which allowed for 32 hours of continuous running, was a key step in the car’s development before its debut in the Hypercar class of the FIA World Endurance Championship (WEC) in 2026. The running aimed to confirm the reliability of all aspects of the car, testing them up to – and even beyond – breaking point.

“The main target of an endurance test is to put miles on the car and see what problems you can generate along the way,” explained Genesis Magma Racing Chief Engineer Justin Taylor. “We’re still only six or seven test days into the development of the car, so at this stage you're hoping to have problems show up so that you have a chance to solve them.”

He continued: “I think we can be satisfied with the outcomes from the test. We did a lot of mileage, but we’re very early in the development of the car, so we were learning something new with every stint, which we can take away and on to our next tests.”

Time in the car was shared between André Lotterer, Pipo Derani and new Genesis Magma Racing WEC drivers Mathys Jaubert and Dani Juncadella, who got their first laps in the GMR-001 Hypercar as part of the test. “As a driver, you want to do good lap times so you can properly stress components with the intention of finding failures,” said Derani. “It's a brand-new car and we need to see if the parts can last long enough. If we find any weak points, then work out what we can do to improve. Next year our big race is a 24-hours, so we try and prepare ourselves for that.”

Running Provides Test of Cooling Package, Headlights and Stint Management

Relatively high temperatures – more than 30 degrees at their hottest – provided a thorough test for the GMR-001’s innovative cooling package, as well as the 3.2-liter twin-turbo V8 engine and the rest of the powertrain components.

As the car ran throughout the night, attention also focused on the illumination provided by the specially designed headlights, which echo the Two-Line design of Genesis brand road cars. The spread and quality of the light thrown out are critical in the WEC’s longer events, giving the drivers the confidence to push in all conditions.

“We quickly realized that our lights are very good,” said André Lotterer, who was the first driver to climb aboard after sunset. “It is very satisfying, because I know it's been a big topic. We decided to develop our own lights to keep the Genesis design identity, but we knew we also needed the quality. So that was very positive to be able to sign off so easily.”

During the long-distance running, drivers completed double or even triple-stints at the wheel of the GMR-001. The long periods in the cockpit – especially on such a physically demanding track as the undulating Portimão circuit – allowed them to provide important feedback on driver comfort. The same long stints allowed engineers to gather data needed to efficiently manage race stints. The team could measure the tire wear of different compounds in different track temperatures and manage the amount of energy to match the levels mandated by the WEC regulations.

New Recruits Provide Further Enthusiasm and New Feedback 

Mathys Jaubert and Dani Juncadella arrived at the test following their confirmation as part of Genesis Magma Racing’s WEC driver line-up. The two drivers, who have been racing in LMP2 as part of the Genesis Magma Racing Trajectory Program quickly adapted to the more powerful GMR-001 in their first stints, supporting the decision to add them to the Hypercar line-up. Their feedback brought new perspectives but also backed up the earlier feedback provided by André and Pipo – confirming the direction taken by the team.

“Driving the GMR-001 Hypercar for the first time was something very special,” said Jaubert. “It's very powerful, much more powerful than anything else I’ve driven, but it is easy to drive. It's easy to find the rhythm in it. It was like I was dreaming. Since I was very young, I’ve aimed to enter the highest class of the endurance racing, and I'm very happy to be there and to share the car with amazing drivers such as Dani, Pipo and André.”

“I think as new drivers to the project Mathys and I can support a lot with feedback” said Juncadella. “Even though I have no experience in the Hypercar class, I do have a lot of experience in endurance racing with different manufacturers, so I’ve been working in high-performance environments for many years in my career and can bring those different experiences to the development.”

Genesis Magma Racing Sporting Director Gabriele Tarquini said: “Mathys and Dani were very enthusiastic to jump in the GMR-001 Hypercar because it was their first time in the car. They really enjoyed their stints. They did a great job, especially as this track is very tough for driver fatigue in this type of car, and provided very good feedback to help confirm our early development.”

The next steps of testing place more emphasis on extracting maximum performance from the GMR-001 in all conditions, before combining this with further endurance runs and full operational tests to prepare the team for their race debut.

“Our next tests are going to be more adding performance. We're going to have more opportunities to change calibrations, change software, change parts and then just keep on pushing. Then we get to put that through our next endurance test,” said Taylor.

Each course embodies the wisdom of traditional eating habits and “Jeolgi,” a traditional Korean agricultural calendar that divides the year into 24 seasons according to the movement of the sun. The autumn menu, available at lunch and dinner, reflects the unique culinary philosophy of Genesis Lounge and depth of Korean culinary culture.

To celebrate the autumn season, the Genesis Lounge has crafted a course that reimagines the abundance of autumn using seasonal ingredients sourced from Korea’s wilderness, mountains and seas. Drawing inspiration from ancestral wisdom and traditional cookbooks, this dining course embodies the philosophy of “yaksikdongwon,” that food and medicine share the same origin. It is brought to life through delicate culinary techniques that highlight the art of fermentation and the beauty of seasonal ingredients.

The next course is Ulleungdo longleaf seaweed noodles with sea urchin roe, only available for dinner, crafted with the signature ingredients of Ulleungdo Island, harmonizing the deep flavors of the sea with the clean, subtle flavors of the season. Next, diners are served a duo of abalone and croaker fish dumplings inspired by records from the Joseon Dynasty’s “Diaries of the Royal Secretariat” and reinterpreted for modern sensibilities, highlighting the timeless values of tradition with a contemporary touch.

The menu then moves on to mains, char-grilled tilefish with big fin reef squid delicately imbued with the subtle smokiness of a rice straw fire, evoking the essence of the countryside in the fall.

Following the fish course is wild mushroom hot pot rice and char-grilled Hanwoo thin skirt steak. The steak is a perennial favorite at the Genesis Lounge, tenderized using “nuruk,” a natural yeast starter traditionally used in brewing Korean rice wine, which imparts a delicate grain aroma and natural sweetness, resulting in an exceptionally tender texture and flavorful bite. Accompanying the steak is wild mushroom hot pot rice with 10 different varieties of mushroom, perfectly encapsulating the vitality of deep forests and the abundant richness of the autumn season.

To conclude the meal, desserts that capture the sweetness of autumn gently envelop the palate, offering a perfect ending to the dining experience. Pear sorbet and gamhongro, combining a refreshing pear sorbet with the ginger, citrus peel and cinnamon notes of the traditional Korean liquor gamhongro, provide a crisp and invigorating finish. Paired with the bold and rich flavors of persimmon leaf tea, dried persimmon and pine nut pie fill the senses with the deep and aromatic essence of autumn.

The Genesis Lounge welcomes its guests into a space that conveys the beauty of Korea in the most natural yet refined way, allowing visitors to experience the brand’s philosophy through all five senses. In particular, the Genesis Lounge’s culinary experience, infused with the essence of the upcoming autumn season, promises to provide guests with more than just a meal — it will gift them with unforgettable seasonal moments and a sensory journey like no other.

LE CASTELLET, France, Sept. 18, 2025 — Genesis Magma Racing has signed Mathys Jaubert and Daniel Juncadella to join the driver lineup for the team’s debut season in the FIA World Endurance Championship (WEC) in 2026. The pair will make their Hypercar class debut in the Genesis Magma Racing GMR-001, joining André Lotterer and Luis Felipe “Pipo” Derani, already confirmed as the first two drivers for the team. 

Drivers’ Promotion Shows Value of Genesis Magma Racing Trajectory Program 

French driver Jaubert and Spaniard Juncadella are currently part of the lineup in the IDEC Sport-run, Genesis Magma Racing-supported LMP2 team in the European Le Mans Series (ELMS) together with fellow Trajectory Program driver, Briton Jamie Chadwick. 

The decision to promote the two drivers after less than a season of Prototype racing was made taking into consideration how quickly both drivers have adapted to, and overcome, the challenges presented in the ELMS. 

They made an immediate impression in their Prototype racing debuts, winning their class as the season-opener in Barcelona, before scoring an outright victory at Le Castellet. In their most recent victory, last weekend at Silverstone, both Jaubert and Juncadella showed excellent awareness of the race situation in constantly changing conditions, as well as the strong pace needed to take victory. Following the win, they sit second in the ELMS championship, six points behind with just one round remaining. 

Jaubert was also part of the LMP2 class at the 24 Hours of Le Mans, where he set the fastest race lap for the #18 car. Their progression into the WEC lineup is another example of the rapid decision-making of the “hyperspeed” culture at the core of Genesis Magma Racing. 

“The target for the Trajectory Program was always to support drivers and give them the opportunity to prove they could step up to our WEC lineup,” said Genesis Magma Racing Team Principal Cyril Abiteboul. “That we are already in a position where we can bring Mathys and Dani in for 2026 is a massive credit to them.” 

Abiteboul continued: “Together with Jamie Chadwick, Mathys and Dani have adapted brilliantly to Prototype racing, as their performances since the first race of the ELMS season show. More importantly, they improved during the season, learning from each weekend, something which we expect to continue with their arrival in Hypercar. We took some risks to look outside of Prototype racing for our Trajectory Program drivers. It is another risk to bring them into our WEC lineup for 2026, but risks can bring rewards as we’ve seen. In Mathys and Dani we have two drivers who are new to Hypercar that have the opportunity to show their abilities and create some surprises, just as they have in LMP2.” 

“We’ve been closely following the performance of Mathys and Dani in the ELMS this season,” said Gabriele Tarquini, Genesis Magma Racing Sporting Director. “They’ve done a very good job all season, constantly improving and adapting to the challenges of the series. Their relative lack of experience in Prototype racing will be balanced by the other four drivers in our lineup to give us a great mix of experience, and new drivers to Hypercar who are hungry and motivated to win.” 

Jamie Chadwick remains part of the Genesis Magma Racing Trajectory Program. Full details of her plans for 2026 will be announced at a later date. 

New Additions Set to Join Upcoming GMR-001 Tests 

“It’s been my goal for the last couple of years to step up to the Hypercar class,” said Juncadella. “I’ve been racing for the last two years in WEC in the LMGT3 class, so it fits well for me to step up in a championship that I know very well. It’s perfect as well to do it with Genesis Magma Racing, to be starting from scratch with brand that will hopefully be in the championship for many years.” 

Both Jaubert and Juncadella will get their first chance to drive the GMR-001 Hypercar at upcoming tests to begin to gain experience and shape the development of the car, working with their new team-mates André Lotterer and Luis Felipe Pipo Derani. 

“I’m really excited to be joining the Genesis Magma Racing WEC lineup,” said Jaubert. “For me, it’s a big step in my career and a chance to measure myself against the best in the world. The Trajectory Program and my experience in ELMS have been invaluable, not only in learning the technical side and managing long stints, but also in understanding the teamwork and consistency needed at this level. In the WEC this is even more important, so it’s great to immediately start working with the team at the tests.” 

Juncadella said: “The testing we will do this year will be my first real steps in Hypercar. It was cool to see the car for the first time and do the seat fitting, but I’m really looking forward to jumping behind the wheel for the first time and starting to work with the team, André and Pipo to be ready for the first rounds. Qatar will be a big event for us, as the first time Genesis Magma Racing will compete in WEC. Le Mans is always a highlight of the year – I’ve done it twice already, but being in the top class will be really special.” 

“Competing in WEC has always been a dream, and I can’t wait to take on the challenge and contribute to the team’s success,” Jaubert concluded. 

“Now that Mathys and Dani have been confirmed in our driver lineup for 2026 we can really start working on building the team, as well as developing the GMR-001,” explained Tarquini. “How the drivers work together will be critical to our success, so to start this process so early in the testing process is a big positive for us and the drivers to be ready for next year.” 

Further details of Genesis Magma Racing’s driver lineup for the 2026 FIA World Endurance Championship will be announced during the coming months. 

* season in progress 
 

SEOUL, Sept. 15, 2025 — Genesis today shared that as part of the multi-year partnership with The Metropolitan Museum of Art, The Genesis Facade Commission: Jeffrey Gibson, The Animal That Therefore I Am, will be on view at the Museum’s Fifth Avenue facade through June 9, 2026.

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

Following last year’s exhibition by renowned contemporary artist Lee Bul, Jeffrey Gibson, who represented the United States Pavilion at the 60th Venice Biennale, presents four new bronze sculptures, which combines his cultural worldview with abstraction, patterning, materiality, and text this year.

This is his first major use of bronze at a monumental scale, each approximately three meters tall, expanding beyond material used in his earlier works. Cast elements such as wood, beads, and cloth are incorporated to create texture, forming animal figures that bring together the animate and the inanimate. The four works depict a deer, a coyote, a squirrel, and a hawk — species native both to the Hudson Valley, where Gibson’s studio is located, and to Central Park, home to The Met.

The subtitle, The Animal That Therefore I Am, is taken from the 2002 book by French philosopher Jacques Derrida and reflects on the interconnectedness of all living beings and the environment. By referencing Derrida’s text, the works highlight how animals have been forced to adapt to human environments, inviting us to consider what they endure and what they might teach us, while remaining in dialogue with both the Hudson River Valley landscape and the urban ecology of Central Park.

Gibson, a member of the Mississippi Band of Choctaw Indians and of Cherokee descent, is widely recognized as a leading figure in contemporary Indigenous art and culture. Having grown up in the United States, Germany, and Korea, Gibson draws upon his diverse cultural identity to create interdisciplinary works spanning painting, performance, video, and curatorial practice. His art explores themes of human relationship and collective identity, often incorporating Indigenous aesthetics and traditional materials to propose new modes of abstraction, text, and color. Installed at the Museum’s main entrance, the sculptures are covered with patinated abstract patterns that evoke beadwork and textiles, integrating motifs from Indigenous visual traditions into the bronze surfaces.

"The second exhibition of The Genesis Facade Commission invites the audience to engage with the enhanced relationships between living beings, nature, and urban surroundings as envisioned by Jeffrey Gibson," said DooEun Choi, Art Director of Hyundai Motor. "The newly commissioned artworks continue to inspire dialogues on cultural diversity and the value of coexistence that the artist has been exploring."

“Jeffrey Gibson is one of the most remarkable artists of his generation and a pioneering figure within the field of native and Indigenous art," said Max Hollein, The Met’s Marina Kellen French Director and Chief Executive Officer. "These new works are based on his signature use of unconventional materials and reimagined forms, employing them to explore often-overlooked histories and the natural world. We’re thrilled to have his monumental sculptures installed on The Met’s iconic Fifth Avenue facade through the second Genesis Facade Commission."

In celebration of the opening, an artist talk titled An Evening with Jeffrey Gibson will be held on September 15, offering an in-depth discussion of the artist’s creative journey and the new commission.

Genesis Art Initiatives continues to expand its collaboration with leading institutions and visionary artists to inspire profound cultural dialogues with the wider world, including The Genesis Exhibition: Do Ho Suh: Walk the House at Tate Modern, which will run through October.

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LE CASTELLET, France, Sept. 14, 2025 — Genesis Magma Racing Trajectory drivers Jamie Chadwick and Mathys Jaubert, along with Dani Juncadella, scored a third win of the European Le Mans Series (ELMS), taking their IDEC Sport-run #18 LMP2 car to the overall victory at Silverstone. The victory also reinvigorated their championship challenge, leaving them second in the points’ standings with one round remaining. 

Return to the Podium Proves Lessons Learned

The victory was the team’s first visit to the podium since their win at Le Castellet in early May. Since then, the drivers have been frustrated by mistakes and strategy miscues, often in changeable weather similar to the second half of the race at Silverstone.

Taking the lessons learned from the events at Imola and Spa-Francorchamps, the team executed an intelligent strategy. From the start, as her opening stint was interrupted twice by red flags following accidents, Jamie Chadwick showed great awareness, recognizing the opportunity to use strategy to move up from the bottom of the top ten, where she handed the car over to teammate Jaubert.

Similarly, as conditions worsened during the closing stages of Jaubert’s time in the car – taking the middle stint for the team for the first time this season – the 20-year-old Frenchman began thinking about strategy choices to improve the team’s positions. As he moved through the order, including watching a rival spin out on the greasy track ahead, he made the decisive call from sixth place to pit for full wet-weather tires.

Perfectly Timed Pit Stop Opens Way to Important Victory

The stop, where Dani Juncadella took over driving duties for the final portion of the race, made the IDEC Sport squad among the first to change to treaded tires. However, as other teams made their own stops after extra laps searching for absent grip from slick tires, Juncadella took the lead with a margin of nearly 20 seconds.

The gap allowed the Spaniard to save both fuel and tires during a brief respite from the rain. This proved critical. Despite losing time on track, he was able to hold onto the lead after a final pit stop and then had more life in his tires remaining for the final laps as heavy rain soaked the circuit before the final red flag ended the race with nine minutes remaining.

The result completed a remarkable trifecta for the team. Having won the LMP2 class in Juncadella’s home city of Barcelona, and overall at Jaubert’s home track at Le Castellet, success at the Northamptonshire track gave Chadwick victory in her first professional race on home soil since 2022.

The victory lifted the three drivers and team in second place in the ELMS standings. They are just six points in arrears with only the season finale at the 4 Hours of Portimão remaining on the calendar.  

Post Race Quotes – #18 IDEC Sport ORECA 07

Jamie Chadwick said: “My stint was not the smoothest since we had the early Virtual Safety Car, where we tried to get a pit stop out of the way early, which I think was good but left me a bit out of position, so I had to make some moves, which was fun. I knew that we were off-strategy, so I was also thinking if we could save some fuel to try to get into a window. It was a great opportunity to capitalize on, so I was wondering what we want to do, but also because it's cold, you also want to warm brakes and tires and those two things don't really go hand in hand. We made the right call to manage the race and get Mathys in the car for when the race really kicked off. It’s very special to win at home. I love this track. I feel like it's a place that I have a lot of happy memories of and I added to those memories this weekend. Now we’re looking forward to the last race.”

Mathys Jaubert said: “Since I was racing in karting, I have always liked the kind of conditions with a bit of rain, but staying on slick tires. The conditions were stable – it was raining slightly the whole stint, it was only in the last three or four laps where it was a bit tricky. I saw a car in front spin and I said ‘OK, maybe calm the driving a bit’. I talked to the team, saying that they needed to prepare wet tires and then we stopped at the perfect timing. I’ve learned it is very important to be decisive at these moments. I knew that we had to take the risk. I think were a bit off in terms of pace this weekend, and we were in all the traffic with the other LMP2 cars. So we took the risk and it paid off to give Dani the lead and to take the win.”

Daniel Juncadella said: “I obviously had a very tricky stint. The track was very slippery, especially at the very end when it was really undrivable. But until that point I had a lot of fun. I think the car was incredibly good in these conditions. The team did a great job to put ourselves in position to win again. It was an amazing call by our Race Engineer and an amazing job by my teammates. Who could ever think that they are two rookies to endurance racing and they've not done a single mistake all year. It was great to be in the position today to show my ability in the wet, which are conditions I really enjoy and great to win another race. I knew I had a 15 second gap in the beginning when the track was drying out, so I was hoping I could keep the lead between 10 and 5 seconds at least for the last pit, and I think that paid off because towards the end when it started raining I had a bit better grip than my rival when the conditions were the most difficult.”

Genesis Magma Racing Team Principal Cyril Abiteboul said: “The victory of Jamie, Mathys and Dani at Silverstone, and all the decisions and strategy shows how much they have progressed from the start of the season. The race was very difficult – from the start with the Virtual Safety Car and red flags when Jamie was driving, and then the changing conditions for Mathys and Dani later in the race. It was a whole team effort. Jamie managed her stint well, then Mathys made the decisive call to be one of the first to change to wets, which set up Dani perfectly to show his additional endurance racing experience to manage the lead, his fuel and tires and stay calm when the heavy rains came to hold on to the end. When we started this season with the Genesis Magma Racing Trajectory Program, we never aimed, we never expected to be challenging for the ELMS title. However, now that has to be our target for the final round. It would be the perfect way to end the season and for us to be ready to take the next step with the GMR-001 into the FIA World Endurance Championship.”

2025 European Le Mans Series LMP2 Drivers’ Championship
After Round 5:

2025 European Le Mans Series LMP2 Teams’ Championship
After Round 5:

FRANKFURT, Germany, Sept. 12, 2025 — The Genesis Electrified G80* was named the winner in the imported upper mid-size category at yesterday's Company Car of the Year 2025 awards ceremony. The prestigious award was presented at IAA Mobility in Munich.

The Company Car of the Year award recognizes the best vehicles for commercial use in 17 categories. A total of 266 models were nominated. An independent jury of fleet experts first selected three favorites per category and then, optionally, the best import models. 

"We are delighted that the Genesis Electrified G80 impressed the jury. This award confirms our claim to set standards in the demanding fleet segment with timeless design, state-of-the-art technology and premium service," explains Christian Henkes, Head of Marketing at Genesis Motor Germany. 

The Genesis Electrified G80 impresses in the 2025 model year with striking innovations such as a 94.5 kilowatt-hour battery for ranges of up to 570 kilometers, rear-axle steering and a wheelbase extended by 13 centimeters. Inside, a seamlessly integrated 27-inch OLED display provides a luxurious high-tech experience. The generous standard equipment includes a new 17-speaker audio system from Bang & Olufsen with Dolby Atmos, which guarantees an immersive sound experience. At the beginning of the year, the Genesis Electrified G80 received recognition in the Car and Driver Editors' Choice Awards 2025, where it was honored alongside other Genesis models for its design, technology and driving comfort. 

The awards ceremony follows on from other highlights for Genesis at IAA Mobility. On Tuesday, the brand presented its model portfolio at the Genesis Studio Munich on Theatinerstrasse. The revamped GV60 celebrated its German premiere and the official start of orders. Visitors can also experience the brand's electric models — including the Electrified G80, Electrified GV70 and GV60 — during test drives on the IAA Blue Lane. With the presentation of the GV60 Magma Concept, Genesis also provided a glimpse of future high-performance models. 

*The models and engines have the following fuel consumption and emission values: 

Genesis Electrified G80 – WLTP combined energy consumption: 18.1 kilowatt-hours/100 kilometers; CO₂ emissions: 0 grams/kilometer; CO₂ class: A. 
Genesis GV60 – WLTP combined energy consumption: 16.7–19.0 kilowatt-hours/100 kilometers; combined CO₂ emissions: 0 grams/kilometer; CO₂ class: A. 
Genesis Electrified GV70 – Combined energy consumption: 19.4 kilowatt-hours/100 kilometers; CO₂ emissions: 0 grams/kilometer; CO₂ class: A. 

The specified fuel consumption and emission values are determined based on the Worldwide Harmonized Light Vehicles Test Procedure (WLTP). For vehicles newly type-approved since January 1, 2021, the official figures are only available according to WLTP.

Cheongju is renowned for craftsmanship, as it is the birthplace of the Korean Iron Age and the home to “Jikji,” the oldest surviving book printed using the world’s first-known movable metal type. In recognition of this legacy, the Cheongju Craft Biennale celebrates nearly every facet of craftsmanship, including ceramics, woodcraft, textiles and metalwork.

Together with three emerging craft artists Genesis presents “Night in Motion,” a captivating exhibition inspired by the Neolun Concept, the brand’s groundbreaking first full-size electric SUV concept. The exhibition seamlessly blends the dynamic vitality of the Neolun Concept — a testament to Genesis’ spirit of challenge and creativity — with the artists’ evocative works, creating an emotional narrative that celebrates innovation, artistry and the sensory power of design.

Themed “Blue Night Towards Dawn,” the exhibition is thoughtfully curated to reflect the unique creative worlds of each participating artist. Within the depth of tranquil stillness, Genesis’ unceasing journey of responding to challenges and pioneering innovation as it boldly moves toward a new future is reinterpreted and expressed through the language of art.

Over the Blue Night

Visitors will bask in the ambiance of a blue night as they step into the exhibit, setting the mood for introspection and self-reflection — brought to life through the works of artist Soyoon Jung. With her unique perspective on human life as an inseparable part of nature, Jung translates the wonders and exuberance of the natural world into breathtaking landscapes — an artistic vision that resonates with Genesis’ philosophy of embracing simplicity and remaining true to core values and fundamentals.

By weaving dyed strands of transparent fibers to create landscapes reminiscent of traditional Korean paintings, Jung invites viewers to explore the profound connections between humans, nature and the essence of life. Her art strips away unnecessary details, embracing simplicity to highlight moments of introspection and the process of envisioning the future with a serene, distinct perspective that captivates every visitor.
 

Arising Times

The dawn, symbolizing the transition toward morning, represents a creative journey that connects core values of the present with the promise of innovation for the future. Hojung Kim’s ceramics reinterpret the flow of tradition and essence through a contemporary lens. Alongside them are Sunghoon Park’s glassworks, with which he delves into the material’s core to develop his own distinctive techniques. Together they beautifully reflect Genesis’ unwavering pursuit of innovation and bold challenges.

Kim’s ceramic series showcases an intricate interplay of clay fragments in varying colors and sizes, distinguished by surfaces that reveal the natural texture of clay particles. She reimagines the passage of time embedded within the earth itself and transforms it into her own signature palette of hues. Therefore, Kim’s ceramics feature dynamic surfaces created through a harmonious blend of colors and clay to reflect the ever-evolving nature of change while offering a glimpse into the promise of the future.

Park’s glassworks, born through a delicate blowing technique and refined with meticulous polishing, represent the artistic extension of creative craftsmanship. His masterpieces, which blend transparent hues with intricate hexagonal structures, originate from the artist’s breath and are shaped solely by the tactile sensitivity of his hands, emerging as a multilayered world imbued with boundless energy.

Beyond Timeless

The final segment of the exhibition highlights the origin and spirit of the Genesis Neolun Concept, along with its experiential journey toward the future. At its core lies the brand’s bold philosophy that encapsulates the essence of luxury through reductive design where clean, refined lines strip away any unnecessary details. This streamlined aesthetic is then combined with the expansion of mobility into a sensory-stimulating life experience, making the Neolun Concept the epitome of the brand’s vision for the future. Its refined proportions and impeccable attention to detail exude sophisticated elegance, while state-of-the-art technologies seamlessly elevate the everyday experience. By embracing minimalism as a path to unparalleled fulfillment, the Neolun Concept stands as a testament to timeless values that endure across generations.

By hosting this exhibition, Genesis aims to cultivate stronger emotional and cultural ties with emerging local artistic landscape and a wider audience inspired by the Korean concept of “Tuh.” While Tuh literally signifies a piece of land or a building site, it also carries a metaphorical meaning as a place of presence and significance. This concept shapes Genesis’ spatial philosophy, highlighting the brand’s dedication to cultural synergy and community building through its thoughtfully designed spaces.

Held every two years since 1999, the Biennale showcases the vibrant tapestry of Korean and international craft, offering audiences a deeper understanding of contemporary artistry while exploring new horizons for the craft world. Over the past 26 years, it has evolved into one of the largest craft biennales globally, featuring approximately 3,000 artists from 60 countries and attracting an audience of 400,000 to each event.