'Genesis Marks 11th Anniversary, Opening a New Horizon of Luxury... Euisun Chung’s Persistence Highlights Challenge and Innovation'

Chung’s Leadership Has Driven Brand Growth Since 2015 Launch

Key Drivers of Success: Leadership, Global Talent Acquisition, Unwavering Challenge and Innovation

Celebrating its 11th anniversary this November, Genesis has consolidated years of accumulated technology and expertise into the 'GV90', setting a new benchmark for luxury. Breaking away from the traditional focus on internal combustion engines and sedans maintained by global luxury brands, Genesis has unveiled a new approach centered on electrification and SUVs. The leadership and management philosophy of Euisun Chung, Executive Chair of Hyundai Motor Group, who has been at the forefront of Genesis’s inception and growth, have provided the strong foundation for the brand’s spirit of 'challenge' and 'innovation'.

Euisun Chung, Executive Chair of Hyundai Motor Group, is giving a presentation at the Genesis 'GV90' World Premiere event held at the Palace of Fine Arts in San Francisco, USA, on the 19th (local time). Hyundai Motor Company

The GV90 is the seventh new lineup since the launch of Genesis. Genesis took its first step on November 4, 2015, with the flagship luxury sedan 'EQ900' (subsequently renamed G90 in 2018).

The following year, the second-generation 'G80' was released, followed by the compact sports sedan 'G70' in 2017. In 2020, Genesis expanded into the SUV segment by releasing the 'GV80' and 'GV70'. In 2021, it introduced its first electric vehicle, the 'GV60', and has since continued its innovation with a range of electrified models.

Euisun Chung, who has been directly involved since the task force behind Genesis’s first-generation luxury vehicle began in 2004, declared the launch of Genesis as an independent brand in November 2015 and has since overseen the brand’s entire journey of growth.

At the advent of the business, doubts were raised both inside and outside the company about Hyundai Motor launching a premium brand, given its reputation for value in overseas markets. However, Euisun Chung nurtured the luxury brand with steadfast conviction, stating, "We must always take on challenges to bring about change, and only by changing do new possibilities emerge."

Chung’s leadership also shined in the active recruitment of global talent. Key innovators such as Albert Biermann, former head of development for the BMW M series; Peter Schreyer, ex-Volkswagen designer; Luc Donckerwolke, former Bentley chief designer; and Manfred Fitzgerald, former Lamborghini executive, have all contributed to Genesis’s ongoing innovation.

Euisun Chung, Executive Chair of Hyundai Motor Group (fourth from the right), is taking a commemorative photo with officials at the Genesis 'GV90' World Premiere event held at the Palace of Fine Arts in San Francisco, USA, on the 19th (local time). From the left, Tedros Mengiste, Chief Operating Officer (COO) of Genesis North America, Manfred Harrer, President of Hyundai Motor Group R&D Headquarters, Randy Parker, CEO of Hyundai Motor North America, Jose Munoz, CEO of Hyundai Motor Company, Euisun Chung, Executive Chair of Hyundai Motor Group, Luke Dongker Volke, Chief Commercial Officer (CCO) and Chief Design Officer (CDO) of Hyundai Motor Group, Lee Sangyup, Vice President in charge of Hyundai Genesis Global Design, and Lee Shihyuk, Executive Director of Genesis Business Division. Hyundai Motor Company

The pursuit of high performance has not stopped. In 2024, Genesis launched 'Genesis Magma Racing', marking its entry into the motorsports arena.

In June, Euisun Chung personally visited the garage at the '24 Hours of Le Mans' event in France prior to the race, inspecting preparations and presenting gifts to the drivers and engineers—underscoring his strong interest in motorsports. Genesis made history by becoming the first Korean brand to complete the '24 Hours of Le Mans', establishing a new milestone in Korean motorsports.

Genesis is now present in more than 20 countries worldwide, with cumulative sales surpassing 1.5 million vehicles this year. Domestic sales have also exceeded 1 million units. For 2030, Genesis has set a global annual sales target of 350,000 units—approximately a 55% increase over this year’s expected results. Starting with the GV90, Genesis plans to launch new models featuring a range of powertrains, including Extended Range Electric Vehicles (EREV) and hybrids.

Innovation and the spirit of challenge are integral to the GV90 as well. In preparing for the GV90’s global launch, Genesis selected San Francisco and Marilyn Monroe as major symbols.

San Francisco, the U.S. city with the most advanced electric vehicle market, is well known for its strong focus on technology, environmental interests, and high-income demographics. Genesis took note of this symbolism and chose the city as the stage for unveiling its first flagship electrified SUV.

Luke Donckerwolke, President and Chief Creative Officer (CCO) and Chief Design Officer (CDO) of Hyundai Motor Group, is making a presentation at the Genesis 'GV90' World Premiere event held on the 19th (local time) at the Palace of Fine Arts in San Francisco, USA. Hyundai Motor

In addition, Marilyn Monroe, celebrating her 100th anniversary of birth this year, is a cultural icon who transcends a century. Her legacy of boldly pursuing dreams closely aligns with Genesis’s own journey to secure its place as a global luxury brand. As part of this, Genesis has been hosting the 'Manifesting Marilyn' exhibition at Genesis House New York since June and supported the production of the centennial commemorative film 'Flesh Impact'.

A Genesis official commented, "We will continue to honor the promise we made with the declaration of brand independence in 2015 to usher in a new half-century," and added, "With the GV90, forged through challenge and innovation, Genesis will continue to broaden its own unique frontier in luxury."

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