Jose Munoz: "Genesis GV90 Delivers the Pinnacle of Luxury Experience... Will Boost U.S. Localization Rate"

"Responding to U.S. Tariffs through Cost Reduction and Body-on-Frame Models"

Jose Munoz, President of Hyundai Motor Company, emphasized, "The Genesis GV90 is a statement of our commitment to providing the pinnacle of luxury experiences." He stated that the company will continue to increase the localization rate in the United States and introduce new models such as body-on-frame vehicles to respond to U.S. tariffs.

At a media roundtable held on the 20th (local time) at the Palace of Fine Arts in San Francisco, USA, President Munoz said, "The GV90 is not about setting a specific sales target or focusing on profitability, but rather about communicating Genesis's unique 'guest' concept to customers around the world."

Jose Munoz, President of Hyundai Motor Company (third from left), is speaking at a media roundtable held at the Palace of Fine Arts in San Francisco, USA, on the 20th (local time). From the left are Amy Marentic, Chief Marketing Officer of Genesis USA, Tedros Mengiste, Chief Operating Officer of Genesis North America, Jose Munoz, President of Hyundai Motor Company, and Luke Donkerwolke, Chief Design Officer and Chief Creative Officer President of Hyundai Motor Group. Genesis

Genesis unveiled the ultra-large flagship electrified SUV, the GV90, for the first time at the same venue the previous day.

President Munoz stated, "The hidden B-pillar coach doors of the GV90 are a key feature that conveys the guest concept," adding, "Without the need for explanation, opening the doors and welcoming passengers visually represents the guest concept, and the GV90 demonstrates that it provides unique value and new experiences."

President Munoz went on to explain that regarding U.S. tariffs, "We are turning crisis into an opportunity for challenge." He added, "Based on the 'let's try it' spirit of Founder Chung Ju-yung, we aim to turn tariffs into an opportunity to enhance our competitiveness. By relying on our production facilities in the U.S., we are increasing our localization rate while concentrating on cost control and reduction, which are within our control. Since raw materials account for 8% of the sales price, this is a critical factor."

Jose Munoz, President of Hyundai Motor Company (third from the left), is speaking at a media roundtable held on the 20th (local time) at the Palace of Fine Arts in San Francisco, USA. Genesis

He further elaborated, "We will enhance our competitiveness by leveraging the capabilities of existing business sites, group companies, and partners," and added, "By unveiling our body-on-frame model and launching new models, we will be able to increase sales."

In this regard, Lee Si-hyuk, Executive Vice President and Head of the Genesis Division, stated, "Genesis has set an annual sales target of 350,000 units globally by 2030," and added, "Following the launch of the GV90 in our core markets of Korea and the United States, we will expand our SUV lineup and add hybrid and extended-range electric vehicles (EREVs) to broaden our customer base."

Luc Donckerwolke, Chief Design Officer (CDO) and Chief Creative Officer (CCO) of Hyundai Motor Group, who oversees the design of the Hyundai Motor Group, said, "Korea is a truly remarkable source of inspiration," and explained, "Collecting timeless aesthetic objects such as moon jars is what makes Genesis stand out."

He continued, "The moon jar is extremely pure and seamless," and added, "In designing the GV90, we removed as many needless design elements as possible to leave only the essence."

Jose Munoz, President of Hyundai Motor Company (third from left), speaks at a media roundtable held on the 20th (local time) at the Palace of Fine Arts in San Francisco, USA. From the left, Amy Marentic, Chief Marketing Officer of Genesis USA; Tedros Mangiste, Chief Operating Officer of Genesis North America; Jose Munoz, President of Hyundai Motor Company; Luke Donkerwolke, Executive Vice President and Chief Creative Officer of Hyundai Motor Group; and Lee Shihyeok, Executive Vice President of Genesis Business Division. Genesis

Genesis also plans to conduct marketing activities in association with the global icon Marilyn Monroe. Amy Marentic, Chief Marketing Officer (CMO) of Genesis North America, stated, "A short film featuring Marilyn Monroe and the GV90 will be released in September," adding, "It will also be showcased at the Busan International Film Festival in October."

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