Genesis Motor America has launched Genesis Cares, a new initiative aimed at supporting customers during a time of economic uncertainty and potential tariff-related price increases. As part of this initiative, Genesis will maintain the Manufacturer’s Suggested Retail Price (MSRP) across its entire vehicle lineup through June 2, 2025.
MSRP Price Protection Through June 2025
Effective immediately, customers who purchase or lease any new Genesis vehicle will be protected from MSRP increases during the designated two-month window. Regardless of shifting market dynamics or external economic factors, the MSRP will remain unchanged, offering shoppers greater confidence and financial clarity.
“At Genesis, we remain committed to doing what’s right for our customers and communities,” said José Muñoz, president and CEO of Genesis Motor America. “We know consumers are uncertain about the potential for rising prices and we want to provide them with some stability in the coming months.”
This initiative aligns with Genesis’ ongoing commitment to delivering a premium customer experience, rooted in the Korean cultural principle of treating every guest as a “son-nim,” or honored guest.
Strategic Investment in U.S. Manufacturing and Innovation
Genesis Cares follows a major announcement by Hyundai Motor Group, which includes Genesis, outlining a $21 billion investment in the United States from 2025 to 2028. This investment will focus on expanding manufacturing capacity, accelerating future technologies, and enhancing energy infrastructure. It is expected to create more than 100,000 direct and indirect jobs.
In addition, the company recently celebrated the grand opening of the Hyundai Motor Group Metaplant America in Georgia. This facility, part of a $12.6 billion investment, stands as the largest economic development project in the state’s history. It will support an annual capacity of up to 500,000 vehicles, including select Genesis models.
Genesis also continues to assemble the GV70 and Electrified GV70 at its existing production facility in Alabama, demonstrating its growing commitment to U.S.-based manufacturing.
Customer-First Philosophy
“Despite dynamic market conditions, the brand remains firm in its commitment to delivering an elevated sales and ownership experience for U.S. customers,” said Tedros Mengiste, chief operating officer of Genesis Motor North America.
Genesis continues to focus on operational flexibility, product excellence, and personalized service. By providing MSRP price stability during a time of economic volatility, the brand is reinforcing its core values and long-term commitment to customer satisfaction.
Key Highlights of Genesis Cares
- MSRP will remain unchanged for all new Genesis vehicles purchased or leased through June 2, 2025
- Initiative designed to counteract potential impacts from tariffs and supply chain shifts
- Part of a broader $21 billion U.S. investment from Hyundai Motor Group between 2025 and 2028
- Supports job creation, advanced manufacturing, and next-generation technologies
- Builds on Genesis’ reputation for treating customers as honored guests
Conclusion
With the launch of Genesis Cares, Genesis Motor America is taking a proactive step to support customers, protect pricing, and reinforce its presence in the U.S. market. Backed by significant investments in American jobs and innovation, Genesis continues to position itself as a leader in luxury, value, and long-term customer care.
