Genesis is rapidly strengthening its luxury brand image in the U.S. by opening new stand-alone retail facilities and launching high-performance vehicles. The brand recently announced the opening of 21 new storefronts, including nine in eight new states, bringing its total U.S. dealership count to 56. This marks a significant increase from the 11 new facilities Genesis added at the end of 2023, showcasing a rapid expansion in just the first seven months of 2024.
In addition to its dealership growth, Genesis focuses on performance and innovation. For instance, a sleek coupe version of the GV80 crossover, featuring a 409-hp 3.5-liter V-6 with an electric supercharger, went on sale this summer, catering to buyers who prefer fastback styling. The brand also unveiled four “Magma” concept vehicles at the 2024 New York Auto Show, demonstrating its engineering prowess in high-powered electric vehicles. The first of these concepts to enter the U.S. market will be the GV60 Magma, a performance-oriented version of the GV60 subcompact crossover.
Looking ahead, Genesis plans to introduce a large electric three-row crossover, likely named the GV90, based on the Neolun concept revealed at the New York Auto Show. This model is expected to arrive in mid-2026 and will compete with high-end electric SUVs from other brands.
Notably, Genesis is continuing its EV rollout, aiming to transition its entire lineup to all-electric vehicles by 2030. While some models may arrive later than initially expected, the brand stays committed to this goal. The GV70, G80, and G90 gasoline-powered models are expected to remain available until the end of the decade, with specific electric versions in the pipeline. This strategic approach, supported by Hyundai’s advanced EV technology and investment in localized electric supply chains, is a deliberate product planning decision rather than a delay.
Moreover, Genesis is also planning a range of future EVs, including the GV80 EV, G90 EV, and a possible G70 EV. These models will feature the latest in electric vehicle technology ride on the IMA platform and are expected to arrive throughout the second half of the decade.
Overall, Genesis is expanding its physical presence in the U.S. and advancing its portfolio of high-performance and electric vehicles, positioning itself as a leader in the luxury automotive market.
