© Perry Stern, Automotive Content Experience
New(ish) Brand
It’s not easy to start a new automotive brand in America. Countless companies have tried and failed; however, Genesis has made success look easy. The luxury automotive brand of the Hyundai Auto Group, Genesis Motors has come a long way in a relatively short time, fielding an extensive model lineup of luxury sedans, SUVs and electric vehicles. We had the opportunity to explore the brand’s philosophy, model line and culture and came away impressed.
© Perry Stern, Automotive Content Experience
A Short History
Genesis started as a single luxury model in the Hyundai lineup, and in 2015 the company announced the launch of Genesis as a standalone brand, arriving on the scene in late 2016 with the G80 and G90 luxury sedans. By 2020 The Korean brand offered two SUVs — the GV70 and GV80 — both of which received many accolades for their standout styling and extensive feature set. In 2023 Genesis introduced an electric version of the G80 sedan and has since followed with its first dedicated EV, the GV60. Genesis may not have the name recognition of other storied luxury brands like BMW, Mercedes-Benz and Cadillac. Still, sales continue to grow as more buyers discover this relatively new name in luxury automobiles.
© Perry Stern, Automotive Content Experience
Growing Success
Genesis sales are accelerating at a rapid pace, thanks largely to a portfolio of quality luxury vehicles that possess excellent value. In September of 2023 the brand announced the sale of its one-millionth new vehicle (worldwide), with about two-thirds of those sales occurring in Korea. Even more impressive: the brand surpassed the 500,000 sales mark a scant two years ago. Based on current sales, 2023 is on track to be another record year.
© Perry Stern, Automotive Content Experience
Going Electric
Genesis Motors is fully embracing electric vehicle, already showing more than 8 percent of its sales as EVs and growing. This figure is slightly above the national average, and the company has no plans to slow down. Once 2025 rolls around, all new Genesis models will be full electric, and by 2030 the company plans to offer a model lineup that is exclusively electric vehicles.
© Perry Stern, Automotive Content Experience
Current Lineup
Although the brand may be a relative newcomer to the luxury car market, Genesis Motors is far from a fledgling brand. Genesis currently offers six models: the G70, G80 and G90 sedans, along with the GV60, GV70 and GV80 SUVs. The GV60 is exclusively electric, while electrified versions of the GV70 and G80 are also available. With prices ranging from around $40,000 for the G70 to about $90,000 for the flagship G90, all Genesis models deliver impressive levels of luxury and features for a price considerably lower than the European competition.
© Genesis Motors
The Genesis Experience
In an effort to set the brand apart from its European and Japanese competition, as well as showcase its Korean heritage, Genesis Motors is creating experiences not only for shoppers and owners, but also for those who are just discovering the brand. This manifests in new standalone showrooms and the one-of-a-kind Genesis House in New York City.
© Perry Stern, Automotive Content Experience
Genesis House
Located in New York City’s Meatpacking District, the Genesis House opened its doors in November of 2021. Built as a showcase for new models as well as for the brand itself, the 46,000-plus square-foot space features a high-tech stage area for events and vehicle debuts, a vehicle showroom that feels more like an art exhibition, and the critically acclaimed Genesis House Restaurant. “Genesis House is not just a showroom. This is a sophisticated oasis. The place where we share our inspirations at the heart of New York City,” said Jay Chang, Global Head of the Genesis Brand, at the grand opening of this unique destination. “It will show the world who we are as a brand: audacious, progressive, and distinctly Korean.”
© Perry Stern, Automotive Content Experience
Welcoming Surroundings
Genesis House is open to the public, and it functions as a venue for the latest new vehicle offerings and features in serene surroundings — a considerably different experience than a typical visit to a new car showroom. Upstairs, a beautiful space features a library, the Terrace Garden, a tea pavilion, and the restaurant, which is the first international expansion of Onjium, a Michelin-starred restaurant from Seoul, Korea. We had the opportunity to dine at the restaurant and were thoroughly impressed with the excellent service and deliciously inventive Korean entrees.
© Perry Stern, Automotive Content Experience
Electrified Models
In addition to inviting us to explore and enjoy Genesis House hospitality, Genesis Motors provided us with the latest electric models to drive from NYC to Cherry Hill, New Jersey, where the newest Genesis showroom was to have its grand opening. Although we didn’t have enough drive time to thoroughly review the three models — GV60, Electrified GV70, and Electrified G80 — the experience provided some insight to how well these luxurious EVs perform. (Full reviews of all models are forthcoming).
© Perry Stern, Automotive Content Experience
Genesis GV60
Of these three vehicles, the GV60 is the only dedicated electric vehicle from Genesis with no gas-powered equivalent. Styling of this compact premium crossover is unique in a model lineup that otherwise shares common styling cues via similar grilles and lighting. Still, it is likely an indication of what we can expect from the brand’s future full EV offerings.
© Perry Stern, Automotive Content Experience
Modern Styling
The GV60’s cabin has a clean, modern design with plenty of space for both front and rear occupants. The center console seems to float above the floor, providing additional storage below it between the front seats. A single, curved screen houses the driver and infotainment display for a high-tech vibe.
© Perry Stern, Automotive Content Experience
Solid Performance
All three electrified Genesis models we drove offer impressive performance with a quiet, smooth ride, but the GV60 packs a bit more punch. We drove the top-level Performance AWD, which boasts 429 horsepower and 516 lb-ft of torque from its dual-motor all-wheel-drive powertrain. Acceleration is quick, but when a bit more power is needed (or wanted), a bright green boost button on the steering wheel calls to the driver. Pushing this bumps output to 483 horsepower for a 10-second thrill ride. Initially the GV60 and the rest of the EV lineup were only sold in four states, but that has now expanded to 33 states.
© Perry Stern, Automotive Content Experience
Dealership Experience
After driving the full range of electric Genesis models, we arrived in Cherry Hill for the grand opening of the brand’s newest standalone dealership. Cherry Hill is the first standalone Genesis showroom in New Jersey and only the ninth in the country — all other Genesis retailers are part of a corresponding Hyundai dealership. Genesis expects to grow that standalone number to 50 by next year. “We are pleased to have partnered with Peter Lanzavecchia and his team to open the first standalone retail facility in New Jersey,” said Claudia Marquez, chief operating officer of Genesis Motor North America. “Our first dedicated facility in the Philadelphia metro area represents a significant milestone on our journey to reach an even broader audience of American consumers,” noted Marquez.
© Perry Stern, Automotive Content Experience
Luxury Showroom
Unlike any dealership we had experienced, Genesis of Cherry Hill feels more like a luxury destination than a vehicle showroom, clearly influenced by the welcoming design of the Genesis House in New York. Creating an audible brand recognition, the door chime upon entering the showroom is the same as that found in a Genesis, and music is piped into the showroom via a Bang & Olufsen audio system with stylish wall-mounted speakers.
© Perry Stern, Automotive Content Experience
Service Lounge
At Genesis of Cherry Hill, the service lounge (yes, it’s called a service lounge, not a service department) is unlike anything we’d seen before. Rather than the ratty couch and old coffee we typically picture at a service department, the Genesis service lounge is elegant, featuring beautiful wood and comfortable seating. The area has a big screen TV and private offices that can be reserved as personal spaces to work while client cars are being serviced. Large windows look out into the service area, and there’s even a Korean tea service available.
© Perry Stern, Automotive Content Experience
Service Valet
However, most customers of Genesis Motors will take advantage of the three years of complimentary valet service — the dealership will send a driver to your location, leave you a loaner vehicle, and take your car back for service. Vehicles are returned after a bumper-to-bumper detailing, and they are fully fueled (or charged) and often accompanied by a Godiva cookie.
© Genesis Motors
Giving Back
As part of the Genesis Inspiration Foundation program, which is tasked with providing access to arts programs that engage and inspire children in under-resourced communities, Genesis Motor America and Genesis of Cherry Hill donated $20,000 to the Jaws Youth PlayBook to support its mission of helping at-risk youth in the Greater Philadelphia Region. An additional $20,000 donation went to the Superior Arts Institute in support of arts education.
© Perry Stern, Automotive Content Experience
What’s Next?
A few weeks ago, at an event in Korea, Genesis took the wraps off the redesigned GV80 alongside the all-new GV80 Coupe. The 2025 Genesis GV80 receives a new grille flanked by the brand’s signature two-line headlights, which feature Micro Lens Array (MLA) technology. The cabin has been reimagined with new features and a 27-inch OLED wide-screen display. With sportier styling introduced on the GV80 Coupe Concept, the new GV80 Coupe features sleek lines enhanced by exclusive 22-inch wheels along with elegant interior trimmings. Given the published timeline for Genesis to go fully electric, we expect electrified versions of these new models to be announced in the coming months. The new GV80 models will arrive in showrooms next year, surely contributing to the continued success of this relatively new player among luxury vehicles.
