Genesis has officially announced the appointment of Sean (Sihyeok) Lee as Global Head of Genesis, effective December 8, 2025, with his promotion to Senior Vice President taking effect January 1, 2026. As we exclusively confirmed a few days ago, this leadership movement signals a pivotal strategic shift for the luxury brand as it prepares to enter its second decade following its 10th anniversary and the launch of the Genesis Magma high-performance program.
Sean Lee to Lead Genesis Into Its Next Decade
In his new role, Sean Lee will oversee the entire global Genesis organization, guiding the brand through an ambitious phase of product expansion, electrification, and global market growth. His appointment comes at a critical moment as Genesis accelerates its transition into new segments, including hybrids, extended-range electric vehicles (EREVs), and high-performance luxury models under the Magma banner.
Lee brings 25 years of automotive industry experience at Hyundai Motor Company, having joined the organization in 2000. Over the past two decades, he has built deep expertise across brand management, marketing, and product strategy, establishing himself as a seasoned industry leader with a comprehensive understanding of both mass-market and luxury automotive dynamics.
A Proven Leader Within Genesis
Since joining Genesis in August 2017, Lee has played a central role in shaping the brand’s product planning and operational strategy. His leadership directly contributed to significant improvements in global product volume, profitability, and brand positioning.
Beginning in 2021, Lee assumed several senior leadership roles across Hyundai and Genesis operations in North America, Genesis’ largest overseas market. Most recently, he led product and business planning, where his strategic direction drove substantial gains in both quantitative performance and qualitative brand perception.
Genesis North America Growth Under Lee’s Leadership
Under Sean Lee’s leadership, Genesis achieved remarkable growth in the North American market:
- Annual sales increased from 16,000 units in 2020 to 75,000 units in 2024
- Sales are forecasted to reach 82,000 units in 2025, representing a 468 percent increase
- Market share grew from 0.9 percent in 2020 to 2.7 percent in 2024, with expectations of 2.9 percent in 2025
- Genesis standalone retail locations expanded rapidly, with nearly 90 showrooms anticipated by the end of 2025
Lee also played a key role in the successful enhancement launches of the GV70 and GV80, reinforcing the competitiveness of Genesis’ core luxury SUV lineup in one of the world’s most demanding premium markets.
Executive Endorsement From Hyundai Motor Group
“Sean Lee is the right leader for Genesis at the right time,” said José Muñoz, President and CEO of Hyundai Motor Company. “I have worked very closely with Sean, and I’ve seen firsthand his experience, drive, and discipline. He understands our customers, he understands luxury, and he understands what it takes to win.”
Muñoz emphasized that Lee’s leadership will be instrumental as Genesis prepares to introduce its first hybrid and EREV models, expand its global footprint, and enter the World Endurance Championship with Genesis Magma Racing.
“I am fully confident in his ability to take our luxury brand to even greater heights,” Muñoz added.
Driving the Next Phase of Genesis Growth
As Global Head, Lee will guide Genesis through a transformative product roadmap that includes:
- The launch of the long-anticipated Genesis flagship SUV
- Introduction of the brand’s first hybrid and extended-range electric vehicles
- Continued expansion of the Genesis Magma high-performance lineup
- Broader global market expansion and brand elevation
“It is a tremendous honor to lead Genesis at such a pivotal moment,” said Sean Lee. “As we enter a new decade with an exciting lineup of new products, I look forward to serving our customers by strengthening our commitment to progressive luxury and driving the brand’s next chapter of global growth.”
Genesis Positioned for a Transformational Future
With Sean Lee at the helm, Genesis enters its next decade with strong momentum, a rapidly expanding product portfolio, and a clear vision for luxury performance, electrification, and global growth. The leadership transition underscores Genesis’ intent to compete at the highest level of the global luxury automotive market while staying true to its core philosophy of progressive luxury.
