Genesis’ answer to its rivals’ subscription services is a new, all-inclusive leasing program called Spectrum. The new program will be available in select markets on the 2019 G70, G80 and G90 sedans and includes insurance as part of the monthly payment.



The new Genesis Spectrum leasing program is, according to the carmaker, designed to create a true premium experience for customers, in combination with the company’s Service Valet program that’s now standard on all 2019MY models.

This is what it includes:

• 3 years/36,000 miles of complimentary scheduled maintenance
• 3 years/36,000 miles complimentary Service Valet
• 3 years of complimentary Genesis Connected Services, including Enhanced Roadside Assistance, Destination Search powered by Voice and Remote Start with climate control
• 3 years of complimentary SiriusXM® Travel Link (Data Services)
• 3 years of complimentary Annual Multimedia and Navigation Updates
• Lifetime complimentary traffic data
• Best-in-class warranty with Enhanced Roadside Assistance and Concierge Services, including tire changes or transportation to the nearest Genesis dealership or authorized service facility, and reimbursement for inconvenience.
• Guaranteed Asset Protection waiver for Genesis Finance leases
• Up to $1,525 allowance for excess wear and use, excess mileage, and disposition fee for returning Genesis Finance customers

“We designed Genesis Spectrum as a seamless leasing experience that acts as an extension of the Genesis brand and its values,” said Erwin Raphael, Chief Operating Officer of Genesis Motor America. “More than anything, the Genesis Spectrum premise respects our customers’ time, which is their most valuable luxury.”

The Service Valet includes everything, from valet service appointments scheduled through the Genesis mobile app to complimentary maintenance and the brand’s Connected Services.

Each 2019 Genesis model now comes with 3 years/36,000 miles of free scheduled maintenance and Service Valet, as well as 3 years of complimentary Connected Services, SiriusXM Travel Link, and annual Multimedia and Navigation updates and a lifetime of free traffic data.

The Genesis Spectrum program, which follows more or less the same recipe with Lexus’ own leasing program for the UX small SUV, will initially launch at the company’s retailers in Florida in collaboration with the Metlife Auto & Home insurance company.

If you were up late last night in the U.S. (or super early in the morning in Europe) to watch the GV80 receive its official debut, you might have noticed something quite interesting during the livestream. While Genesis’ Chief Design Officer Luc Donckerwolke was explaining the origins of the brand’s new design language with quad lights and Crest grille, several shadowy images were displayed in the background.

He didn’t go into any details about the cars teased behind him as he only said: “I know that you would like to see more light on this photo, but for now we will keep the mystery.” Analyzing the photo of the family portrait, we’re likely looking at soon-to-be-updated G80 and G70 sedans. The forthcoming GV70 compact luxury SUV is also there by the looks of it, alongside its bigger brother.

he remaining two cars are a bit of a mystery, but we’re likely looking at a sleek coupe that will hopefully have something in common with the gorgeous Essentia concept. As some of you will recall, Genesis’ boss Manfred Fitzgerald strongly hinted a production version of the showcar could happen by saying an electric vehicle different than the Mint concept will be released in 2021. The carbon fiber-bodied Essentia had a zero-emissions powertrain, so the company’s head honcho was likely referring to the stunning coupe.

Speaking of the Mint, the sixth car previewed during the GV80’s debut took the shape of a small and rather quirky three-door hatchback that had a side profile quite similar to the pint-sized EV. As a refresher, the Mint was a two-seater concept with 200 miles (322 kilometers) of range and 350-kW fast-charging capabilities.

Genesis has already promised it will have six different models on sale by 2021, and we’re likely looking at all of them.

We've known for a while that Genesis, like many other carmakers, is moving towards an electrified lineup. Recently unearthed trademark filings, however, reveal just how big of a push the luxury marque is planning.

A user at GVForums.com dug into the South Korean patent bureau's database and discovered Genesis filings for G70e, G80e, G90e, GV70e, GV80e and GV90e. Given Genesis's (thankfully still logical) naming conventions, the names points to three sedans and three crossovers all getting the electric treatment. The applications were all filed in late January.

We've spotted a camouflaged electric G80 sedan undergoing testing at the Nürburgring and heard chatter about and even spied an electric crossover as well, but we didn't expect six EVs. Late last year, parent company Hyundai did confirm a global modular EV platform, the E-GMP. The Hyundai Ioniq 5 will be the first car to utilize it, but it'll provide the basis for Genesis and Kia models as well. Notably, the platform will be rear-wheel-drive biased, making it a good base for Genesis's luxury models.

Another interesting revelation from the filings is the fact that Genesis may have plans to release a flagship crossover in the GV90e. Presumably, it will slot above what is currently its largest SUV, the GV80. What's not clear is whether a gasoline- or diesel-powered GV90 will also be sold alongside it. While it's possible Genesis will offer the GV90 in electric form only, the G90 sedan's 420-horsepower, 383 pound-feet, 5.0-liter V8 might be a good candidate for a gasoline variant.

Genesis's corporate siblings have already detailed plans to move aggressively into the EV segment, with Kia leading the charge. It only makes sense that Genesis would follow suit. With a common modular platform underpinning all the cars, the company stands to benefit economically as well.

Instead of hybrids and plug-in hybrids, Genesis is going directly electric with the GV70e. The upcoming rival to the BMW iX3 and Mercedes-Benz EQC will reportedly arrive next year in South Korea, Europe, and stateside.
21 photos

Spied on German roads in less-than-perfect weather, the all-electric sibling of the GV70 is probably hiding a closed grille under the camouflage up front. Genesis left the daytime running lights exposed, and the same can be said about the taillamps and reflectors. The mismatched trim such as the side skirts suggests an early prototype instead of a near-production vehicle.

The compact luxury SUV is hiding the lithium-ion battery on either side of the floor, split by the transmission tunnel. It’s hard to imagine Genesis making too many changes over the internal combustion-engined version, which comes from the get-go with an eight-speed automatic transmission.

Pictured near the Hyundai engineering center in Germany, the GV70e may also be treated to small changes to the bumpers and a new array of wheel designs. As for driving range and the number of electric motors, only the people who work on this project are aware of these details.

Because it’s roughly the same length as the Model Y from Tesla, the yet-to-be-announced GV70e needs a battery capacity of approximately 75 kWh and a dual-motor option. For reference, the Model Y Long Range AWD is good for up to 326 miles (525 kilometers) and starts from $49,990.

Customers who aren’t prepared to make the switch to electric propulsion can opt for a turbocharged 3.5-liter V6 with 375 horsepower over the 2.5-liter four-pot with 300 horsepower. Both versions of the GV70 are scheduled to arrive in the U.S. of A. this summer for the 2022 model year.

In addition to the GV70e, the South Korean automaker is also developing a compact-sized electric crossover. Codenamed JW EV but likely called GV60e once it goes official, this model features the E-GMP modular architecture that Hyundai developed for both low- and high-floor applications.

Genesis is set to launch its first-ever all-electric SUV later this year and according to a report from February, it is going to be called GV60. It will share its underpinnings with the Hyundai Ioniq 5 and a number of future EVs from the Hyundai-Kia-Genesis family. We’ve only seen it under heavy camouflage so far but a new rendering is here to provide a more detailed early look.




This GV60 virtual drawing comes from our friends and colleagues at Motor.es and shows a very plausible preview of the zero-emission crossover. It takes the shape of a low-slung hatch-like crossover with a sporty profile and a sloped roofline.


According to unofficial information, the GV60 will be launched as an entry-level luxury electric crossover from Genesis riding on Hyundai’s Electric-Global Modular Platform. A report from Asia Times even mentioned wireless charging capabilities but we take this part of the rumors with a grain of salt.Of course, there’s no official word from Genesis yet which means the GV60 might not be the brand’s first EV crossover to arrive. There are counter-arguments claiming it will be launched next year. A patent filing from last year suggested several other high-riding EVs are also under development and potentially getting the GV70e, GV80e, and GV90e monikers.

Hyundai’s E-GMP architecture supports batteries that can provide up to 310 miles (500 kilometers) of range. It also allows for quick charging with energy for 62 miles (100 kilometers) of range in five minutes.
The first production EV from the manufacturer to use the platform is the Hyundai Ioniq 5, which made its official debut late last month. It arrived with retro styling, huge dimensions, and up to 298 miles (480 kilometers) of range.

2030 will certainly be an interesting year, marking not just the beginning of a new decade, but also the start of a new era in the automotive industry, when most (theoretically all) new vehicles will be electric. Genesis is the most recent one to join the car manufacturers that aim to become a fully zero-emission vehicle brand, by this date.
7 photos

Hyundai’s luxury brand launched a vision statement film, “Futuring Genesis”, featuring Euisun Chung, Hyundai Motor Group Chairman, Global Head of Genesis Jay Chang, and Chief Creative Officer Luc Donckerwolke.

The first pillar of the brand’s vision for the future is a dual electrification strategy, meaning that Genesis plans to work on developing new fuel cell systems with higher power output, and more efficient electric systems, on one hand, and on the other hand, next-generation technology for more efficient lithium-ion batteries.

This dual strategy backs the brand’s goal of releasing only purely electric new vehicles as soon as 2025, and becoming a 100% zero-emission vehicle manufacturer, by 2030. The future EV lineup will include eight models, and the luxury car maker expects to sell 400,000 units per year, across the globe.

The vision’s second pillar is carbon neutrality for the entire brand. Genesis becomes the first member of the Hyundai Motor Group to announce its intention of transitioning to carbon neutrality by 2035, an ambitious goal that involves the entire value chain, from raw materials to production plants and work sites.

In addition to being electric, the future Genesis vehicles will also take design and functionality to the next level, for a driving experience that “interacts with all senses” – from mood lighting and a new heating system inspired by the tradition Korean floor heating system called Ondol, to an upgraded high-fidelity sound system, rotating seats and “stage doors” for opening the front and rear doors in the opposite direction.

The luxury brand recently unveiled the GV60, its first electric vehicle based on the dedicated EV platform, which will be officially launched in the second half of 2021.

Genesis Plans European Expansion But Odds Are Stacked Against Success

Hyundai’s upmarket subsidiary Genesis is bravely going where almost no one has gone before, as it seeks European premium sector success in face of all the odds pointing to failure.

Tesla’s TSLA +7.4% unique battery technology guaranteed success in this demanding market. High quality isn’t enough; success demands something unique in your resume.

The assault in Europe on rarefied German premium auto market turf held by Mercedes, BMW and VW’s Audi and Porsche, defeated Nissan’s Infiniti, and has perplexed Stellantis’s Lancia, DS and Alfa Romeo subsidiaries, and Jaguar. Toyota’s Lexus PLXS +1.3%, for all its success in the U.S., can’t replicate it in Europe. Even mass manufacturers like Renault and Ford Europe have dusted down premium plans a few times and trashed hundreds of millions of euros of shareholder money on the way to failure.

If, like Tesla, you have a unique story to tell which will excite buyers, sunlit uplands beckon, but history tell us attempts to match the Germans without a charismatic story to back you up are doomed to failure.

Which is a shame because I recently spent a day driving Genesis’s first offerings for the European market and they were very impressive. First of all, the scale of the ambition was obvious, as 5 new models were on view with the big G80 sedan, GV80 SUV, smaller G70 sedan, SUV and Shooting Brake. The sleek and handsome GV80 SUV was the highlight with a beautiful interior, fabulous paint job, and as impressive on the road as any pricey competitor. Also, the front grille had a definite hint of Bentley, perhaps not surprising given the Genesis design team’s link with the British luxury brand. There’s the promise of a range topping GV90 and G90 and a couple of electric cars later this year.

But analysts don’t see much demand from the public, or rather the well-heeled minority that can afford vehicles like this or persuade their companies to fund leases for them.

Ian Fletcher, auto analyst for IHS Markit INFO +0.9%, said sales expectations are weak.

“In Western and Central Europe, excluding mainly Russia, we currently anticipate that its (Genesis) range will make up less than a 0.1% share of the (overall) passenger car market in the region by 2025 and will not fair better by 2030. By comparison, we see (Toyota’s) Lexus as selling around 10 times the number of vehicles and taking a 0.4% share of the market in 2025, while Audi will take an around 4% market share, BMW 5% share and Mercedes almost 6%,” Fletcher said.

Analysts at French auto consultancy Inovev reckon Genesis will take a 1% share of the European premium market in 2025, and 1.5% in 2030.

Inovev calculates that between 2000 and today BMW, Mercedes and Audi won between 69% and 78% of the European premium market, leaving maybe 20% to be fought over by the likes of Volvo, Tesla, Land Rover, Porsche, Lexus, Lancia, Jaguar, Alfa Romeo and DS. And now Genesis.

“The difficulty does not come from the products themselves which can be of a very high level of specification, quality and performance in some cases even superior to BMW, Mercedes or Audi. The difficulty is rather the creation of a brand history. The other possibility is to enter this market with disruptive products which offer something really new, as Tesla did or soon Lucid Air or even NIO of China might,” Inovev said in an email reply.

“At this stage of Genesis’s European proposal, we do not see any arguments that would lead us to believe that the brand could compete head-on with German premium brands, which will remain inaccessible for the next 10 years. Nor do we see any arguments that strongly distinguish the strategy of a brand like Genesis from another premium brand like Lexus, which has never managed to exceed 2% of the premium market despite its edge in hybridization and an extensive sales network distinct from Toyota,” Inovev said.

In Europe, Genesis is eschewing dealerships and offering long-term service deals which include the collection of cars which require work with a guaranteed replacement. In the U.S., where Hyundai of Korea's Genesis luxury subsidiary has operated since 2015 with a similar formula, it is currently moving to standalone dealerships for the brand.

Genesis started selling in the U.S. in 2016 with 7,000 sales, advancing to 21,200 in 2019 then slipping to 16,400 in 2020. In 2021 sales zoomed to nearly 50,000. In contrast BMW U.S. sales in 2021 were nearly 370,000, according to Automotive News.

Pedro Pacheco, senior research director at Gartner Group IT +0.7% agrees that it will be almost impossible for Genesis to eat into the German dominance, but it is possible if it is “superb at everything and does so consistently”.

“Genesis needs to be known by European customers as clearly beating the German competitors and reinventing the premium car market, and using operational and business models that can provide clear benefits to customers. They must also build a firm grip on the company car market, and that means leasing, as most of the premium car market is fleet. For years the German players have left their competition in the dust by offering their cars with very competitive leasing rates. I know this seems a tall order but that’s exactly what it is,” Pacheco said.

IHS Markit’s Fletcher said the no dealership/concierge idea might work. It did for Tesla.

“Tesla is a well-recognized alternative in the marketplace and the brands appeal is this break from the conventional, including the battery electric powertrains. While Genesis has its own unique look, it is still just a traditional, albeit high quality, product under the surface from an unrecognized brand,” Fletcher said.

“Ultimately, Genesis’s success in the market will be dependent on how deep Hyundai’s pockets are and how long it is prepared to give Genesis to develop its presence. It could be a decade or more before it can be considered a credible alternative to the German premium brands and not just sell vehicles in the same space. You only have to look at how the market has treated longstanding, better recognized brands such as Jaguar and Alfa Romeo. To choose a Genesis, I think customers will have to really want an alternative to what is essentially the status quo and the alternatives already available,” Fletcher said.

Professor Ferdinand Dudenhoeffer, director of Germany’s Center for Automotive Research said it’s all about qualities that are really unmeasurable.

“Genesis needs a strong story, a legacy. And this is exactly what it doesn’t have now. It’s a bit like Lexus, certainly very good quality, but where is the “reason why”, why should a premium customer buy it? There are many good cars out there, but only a few have Charisma,” Dudenhoeffer said.

Genesis GV80

3-litre diesel

Power 274 hp @ 3,800 rpm

Torque 588 Nm @15,00 to 3,000

0-60 mph 7.3 seconds

Max speed 143 mph

Fuel consumption claimed average 32.5 mpg

Drive – All wheels

Suspension – multi-link/multi-link

Seats – 5

Base price £62,415 after tax ($84,500)

5 year guarantee, 5 year servicing, 5 year courtesy cars, 5 year OTA updates