- Genesis Having reached nearly a decade as an independent brand, it now finds itself at a critical juncture as it aims to rival prominent German luxury car manufacturers.
- During a press conference in South Korea, a Genesis representative hinted that their entry-level vehicle, the G70, might undergo some changes. compact sedan It might be affected by the brand's shift towards upscale markets.
- The growing emphasis on bigger models such as the G80, G90, GV80, and GV80 Coupe forms part of this initiative.
The high-end car sector is intensely competitive, with consumers often showing strong allegiance to specific brands. Entering this market as a new player is quite challenging—a lesson Henrik Fisker knows well when trying to lure buyers who have been faithful to manufacturers for most of their adulthood.
Even with these difficulties, Genesis, Hyundai’s premium division, has been performing admirably over the past decade.
To distance itself from earlier impressions associated with Hyundai’s past, the Genesis marque was established as an independent brand at the end of 2015. This shift enabled Genesis to assert its presence as a true luxury label, ready to go head-to-head with prestigious marques like BMW, Lexus, and Mercedes-Benz.
As Genesis approaches its 10th anniversary, company leaders must decide whether to continue focusing on being a cost-effective option or shift towards premium models that could yield greater profits.
Talking to reporters at an event joined by Car and Driver Last week, Marc Choi, the global product officer at Genesis, revealed that there is an internal debate within the company’s leadership about how the brand should be positioned. Being the most affordable offering from Genesis, priced at $44,000, adds another layer of complexity to this discussion. G70 compact sedan plays a key role in these conversations.
Thinking about offering an affordable, under-$45,000, front-wheel-drive model seems quite appealing; however, we’re trying not to rush into anything," explained Choi. "For our brand’s growth, increasing our overall value is key right now. Therefore, instead of focusing solely on smaller models, we aim to emphasize bigger vehicles such as the G80, GV80, and G90 series, which contribute significantly to building our brand equity.
Concentrate on these specific models. In the Middle East, Genesis positions itself within the ultra-luxury segment through a bespoke offering tailored exclusively for its most affluent clients. Elsewhere around the globe, the brand refreshed both the 2025 G80 sedan and GV80 SUV. Additionally, Genesis expanded its crossover range by introducing a coupe variant of the GV80. Recently, company officials informed us that special editions dubbed Prestige Black will be arriving soon in America for the G80, G90, standard GV80, as well as the new GV80 Coupe. Concurrently, Genesis unveiled a set of two coupé concept cars based on the G90 sedan Although the company hasn't confirmed production plans, we wouldn't be shocked to see these products available for purchase at some point.
With this in mind, the leadership team has made their choice. "We consistently take into account [the lower limit of our range] and aim to develop a potential successor for the G70 generation that could have a slightly more accessible price point. However, since we must also remain competitive among our affiliated brands, there should be an element of equilibrium."
Unfortunately, enthusiasts of the compact sedan might be disappointed because greater achievements for the Genesis brand may lead to phasing out the G70 as the company pursues larger goals. However, we anticipate that Genesis won’t completely neglect the lower-priced segment of their market, considering the GV70 SUV remains overwhelmingly popular among buyers.
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