Since its debut in the US market in 2016, Genesis, the luxury arm of Hyundai, has defied skepticism surrounding South Korea’s reputation as a mass producer of budget vehicles. Over nearly eight years, Genesis has carved out a niche in the competitive luxury car segment, surprising both consumers and industry veterans with its exceptional vehicle quality.

Claudia Marquez and Randy Parker, former executives at Infiniti, Nissan’s luxury division, were initially skeptical about Genesis’s prospects. Marquez, now Genesis’s COO in North America, recalls their doubts during an interview at the New York International Auto Show, saying, “We both were looking at it like, ‘Oh, my God, how are these guys going to be able to make it?’”

Despite initial reservations, Genesis has emerged as a formidable contender in the US luxury car market, setting new standards with its striking design, superior comfort, and top-notch quality across both gas-powered and electric vehicles.

Since surpassing the sales of Infiniti in 2022, Genesis’s annual sales have been on a steady upward trajectory, with Marquez predicting continued double-digit growth over the next five years. Since becoming a separate entity from Hyundai in 2015, Genesis has witnessed a remarkable surge in sales, reaching 69,000 units in 2023 compared to a mere 7,000 units in 2016.

However, Hyundai President José Muñoz emphasizes a measured approach to growth, focusing on factors like residual values and vehicle pricing. While Genesis aspires to rival luxury stalwarts like Mercedes-Benz and Lexus, Muñoz sees Porsche as its primary competitor, given its focus on quality over mass production.

Despite its impressive sales growth, Genesis faces challenges in brand awareness. Marquez acknowledges the need to capture consumer attention, particularly as the company expands its lineup with performance models like the “Magma” series and plans for a three-row electric SUV.

Currently offering three SUVs (GV60, GV70, and GV80) and three sedans (G70, G80, and G90), Genesis plans to diversify its offerings further, including expanding its electric vehicle lineup.

With prices ranging from $41,500 for the G70 to $89,000 for the G90, Genesis vehicles cater to discerning luxury consumers. The G80 leads the brand’s overall sales, including its electric variant, with over 390,738 units sold since 2016. Looking ahead, Genesis aims to bolster production with a new $7.6 billion plant in Georgia, in addition to its assembly operations in Alabama.

Muñoz remains bullish on Genesis’s prospects, emphasizing the strategic importance of the US market. With a strong product lineup and enthusiastic consumer reception, Genesis is poised for continued success as it redefines Korean luxury standards in the automotive industry.

Written By Advaith Krishnan