Genesis, the premium brand of Hyundai Motor Company, is facing a noticeable slowdown in domestic sales, raising concerns about its short-term growth momentum and long-term brand strategy. Despite marking its 10th anniversary this year, Genesis struggled to sustain demand in the Korean market amid a lack of major new model launches.
Genesis Domestic Sales Down Over 10% in 2025
According to Hyundai Motor Company’s earnings data, Genesis sold 108,715 units in Korea between January and November, representing a 10.2% year-on-year decline.
Key model performance highlights include:
- Genesis G80 sedan: 37,879 units sold, down 10.5%
- Genesis GV80 SUV: 29,906 units sold, down 18.8%
- Genesis GV60 electric SUV: 769 units sold, up 40.8%
While the GV60 showed strong percentage growth, its low absolute volume limited its ability to offset declining sales of core internal combustion engine (ICE) models.
Lack of New Models Weighs on Market Performance
Industry analysis suggests that Genesis’ sluggish domestic sales are largely due to the absence of new vehicles capable of driving sustained market demand. In 2025, the company released only partially modified versions of the GV70 electric vehicle in January and the GV60 facelift in March, neither of which resulted in a lasting sales rebound.
Genesis is also preparing to launch its first-ever hybrid and extended-range electric models, including the GV80 Hybrid and GV80 Coupe Hybrid in September, followed by the G80 Hybrid and GV70 EREV in December. However, some industry observers believe these launches may come too late to reverse the brand’s declining sales momentum in the near term.
Genesis GV90 Prototype with Open Door Spotted
Leadership Change Signals Strategic Shift at Genesis
On the 10th, Hyundai Motor Group announced a leadership change within the Genesis Business Division. Vice President Song Min-gyu was replaced by Managing Director Lee Si-hyuk, who previously led North American regional planning.
This move is widely interpreted as a response to Genesis failing to meet sales expectations. Under the new leadership, Genesis is expected to focus on:
- Strengthening brand value
- Expanding its high-end electric vehicle lineup
- Preparing for global market competitiveness
Genesis GV90: A Pivotal Electric SUV for Hyundai Motor Group
The upcoming GV90 electric SUV is widely regarded as a critical model that will determine the success or failure of Hyundai Motor Group’s future EV strategy.
Hyundai Motor Group is actively promoting the GV90’s next-generation technologies through its UX Studio on Gangnam-daero in Seoul. The GV90 concept, named “Neolun,” was unveiled at the 2024 Busan Mobility Show and drew significant attention for its:
- Coach doors with opposing front and rear openings
- Ultra-luxury design direction
- Advanced user experience technologies
GV90 to Be Built at Hyundai’s New Ulsan EV Plant
The GV90 will be produced at a dedicated electric vehicle plant currently under construction at Hyundai’s Ulsan facility. Hyundai has invested approximately 2 trillion won in the project.
Key details of the Ulsan EV plant include:
- Target start of operations: Q1 2026
- Annual production capacity: 200,000 units
- Total site area: 548,000 square meters
This facility will play a central role in Hyundai Motor Group’s global EV manufacturing strategy.
Genesis Magma Performance Brand Targets 2026 Launch
To mark its 10th anniversary, the luxury brand unveiled its vision to become a true luxury performance brand with the introduction of Magma, a new high-performance sub-brand.
In November, the brand showcased the GV60 Magma mass-production model at:
- Genesis Suji in Yongin, Gyeonggi Province
- Paul Ricard Circuit in Le Castellet, southern France
Outlook: 2026 as a Turning Point for the Brand
With domestic sales declining and competition intensifying in the luxury and electrified vehicle segments, Genesis faces a critical turning point. While hybrids and EREV models are finally entering the lineup, the true test will come in 2026 with the launches of the GV90 electric SUV and GV60 Magma.
