Genesis keeps growing as new models target earnings rebound amid slower sales

Sales of Genesis, Hyundai Motor's premium brand that has been on a growth trajectory, have slowed somewhat this year. The company is pursuing a strategy to reverse its performance by launching various new models and exploring new markets.

According to industry sources on the 29th, sales of major Genesis models, including sedan lineup G70·G80·G90 and SUV (Sport Utility Vehicle) models GV60·GV70·GV80, all decreased compared to the same period last year through August this year.

In fact, comparing January-August sales by model between last year and this year: △G70 23,582 units (2025)·22,250 units (2026) △G80 82,241 units · 71,181 units △G90 15,764 units·13,610 units △GV60 5,800 units ·5,127 units △GV70 123,952 units ·82,732 units △GV80 105,078 units·95,984 units.

Genesis established itself as a world-class luxury car brand by surpassing 1.5 million cumulative global sales last year, marking its 10th anniversary since its launch in 2015. Recent sluggishness is attributed to factors such as slowing global auto demand, intensified competition among major brands, and weak electric vehicle demand in the U.S. and China. On the other hand, analyses also point out that "internal factors" have had a significant impact, including the aging of the Genesis lineup due to delays in new car launches and the lack of hybrid models, which are seeing increased demand as an alternative to electric vehicles.

Based on this, Genesis unveiled a "performance reversal strategy." First, it will unveil the "GV80 Hybrid," its first hybrid model, next month. Popularity is expected not only in Korea but also in the U.S., where demand for hybrid models has increased following the discontinuation of electric vehicle purchase subsidies last year.

Genesis will also begin selling the GV90 within the year, a brand-first ultra-large flagship (top-tier) electrified SUV developed by concentrating the technological capabilities of the Hyundai Motor Group. In early next year, it will release an EREV model capable of traveling over 640 miles (approximately 1,030 km) on a single charge. The EREV is characterized by significantly increasing driving range by combining the advantages of internal combustion institutional investors and electric vehicles, respectively. Genesis is reportedly planning to apply new high-output batteries to this model.

While launching a large number of new lineup models, it will also expand its market scope. First, in Europe, following existing markets in Germany, Switzerland, and the U.K., it entered Italy, France, and the Netherlands this year, and will expand its sales market to Spain in the fourth quarter. Next year, it will additionally enter Poland, Portugal, Denmark, and Austria. In Africa, it entered Tunisia and Morocco in July last month, and is accelerating efforts to target the Indian and ASEAN markets in the future.

Based on this, Genesis set a goal of selling 350,000 units annually in over 40 countries worldwide by 2030. During the same period, the combined target sales volume for Hyundai Motor and Genesis is 5.55 million units annually, which is 1.392 million units higher than this year's target (4.158 million units).