Genesis Marks a Decade of Success... Next Goal: 'Luxury High Performance'

Genesis Celebrates 10th Anniversary... Cumulative Sales Expected to Reach 1.5 Million Units This Year
Entering the New Growth Market of 'High-Performance Luxury'
Achieved 1 Million Units in Cumulative Sales in Just 8 Years
Fastest Record Am

Genesis has set a new record by surpassing a cumulative global sales volume of 1 million units at the fastest pace among premium brands worldwide, just 10 years after its launch. The company aims to continue its success story by presenting a new strategy of "luxury high performance."

Genesis is present in 20 major markets, including the United States, Europe, China, the Middle East, and Australia. As of October, the brand recorded a global cumulative sales volume of 1.48 million units, and with this year's sales included, it is expected to reach a cumulative total of 1.5 million units by the end of the year.

Jose Munoz, President and CEO of Hyundai Motor Company, stated, "We will continue our growth strategy by entering new, highly profitable segments," adding, "By introducing advanced new technologies and expanding into growth markets, the Magma high-performance model will be a key factor in our success."

Beyond Premium to 'High-Performance Luxury'

Marking its 10th anniversary, Genesis officially launched its high-performance brand "Magma" and unveiled its first mass-production model, the GV60 Magma. The "luxury high performance" concept promoted by Genesis goes beyond simply building fast cars with high instantaneous output. The goal is to embody Genesis's design philosophy of "dynamic elegance" in high-performance products, allowing driving performance to naturally emerge within a refined emotional and sophisticated experience.

Genesis brand's first high-performance electric mass-production car GV60 Magma. Provided by Genesis

The vehicle features a wide and low body design, optimized aerodynamics and thermal management systems, and a chassis and tires exclusive to the Magma line. The concept is an electric vehicle that combines everyday comfort with hidden performance capabilities on the track.

In the development of high-performance vehicles, Genesis has also formalized its participation in motorsports to push Magma's driving performance to the limit. The company plans to incorporate technologies gained from motorsports experience into high-performance development and strengthen its brand image through racing activities.

Manfred Harrer, Executive Vice President of Genesis and Head of Performance Development, said, "While acceleration and top speed are important for high-performance vehicles, the key lies in control, precision, and confidence in the car," adding, "From an engineering perspective, we prioritized precision as the top goal so that anyone can handle the high level of performance with complete confidence."

Genesis: A Decade of Progress

Genesis was officially launched as a luxury brand in November 2015. However, even before that, Hyundai Motor had operated a premium vehicle lineup under the Genesis name. The first-generation Genesis was introduced in 2008, followed by the second-generation Hyundai Genesis in 2013, testing the market potential for domestically produced premium sedans.

The decision to launch Genesis as an independent brand reflected the strong will of Chairman Euisun Chung (then Vice Chairman). With technological and quality competitiveness already secured, there was a strategic judgment that positioning as a global luxury brand would be necessary for the next decade. In December 2015, the flagship large sedan EQ900 was launched as the first model of the independent brand, and from the following year, it was actively sold overseas under the name "G90" in markets such as the United States, Canada, Russia, and the Middle East.

Genesis EQ900. Provided by Genesis

Genesis has set a global sales target of 350,000 units by 2030, a 55% increase compared to this year's expected performance (about 220,000 units). This figure is even higher than Hyundai Motor's target growth rate (33%) for the same period. Given the stagnation in electric vehicle demand, Genesis plans to expand its customer base by adding new electrified lineups such as hybrids and EREV models, as well as launching its high-performance brand.

President Munoz stated, "Magma is a symbol declaring that the next 10 years of Genesis will be even more important," adding, "By combining Korean innovation with a global vision, we will set a new standard for luxury performance brands."

This content was produced with the assistance of AI translation services.