Genesis

Emerging from the pandemic, we are redefining luxury, at least according to Luc Donckerwolke, who serves as both the chief creative officer and chief brand officer for Genesis. Donckerwolke, named World Car Person of the Year 2022 as voted on by automotive journalists from around the globe, has previously served as head of design for Bentley, Lamborghini and Audi, among other brands. Recently, while in Alsfeld, Germany, he spoke with Robb Report about where Genesis is currently positioned, where he sees it going and what the current status is on the young luxury brand’s halo car that it has been hyping for some time now.

Luc Donckerwolke with the Genesis X Speedium Coupe concept car in Germany. 

Matthew Askari

At the moment, where does Genesis stand in the market?

It’s great to see the cars on the road, but this is really the first generation. We’re calling it Genesis 2.0, the first iteration was like premium Hyundai, but we introduced the design language of athletic elegance. For Genesis, we want to be consistent, have a strong identity and evolve it. In Korea, they want something fresh every time, so it’s taken a little discipline to explain we are building on something, we need to evolve and not go wild. We now have the G90 coming, and we have sedans and SUVs, so we have the full palette.
We’re a young brand. In Europe, we’re nowhere. But in the US, we’ve managed to get a certain standing. And in Korea, we are there. Even with the pandemic, and the shortage of semiconductors, [what’s happening in] China, with Russia and Ukraine, we’re still selling everything we can make. And we’re not here to become a big player, I want to play the exclusivity as a strength.

The Genesis G90. 

Genesis Motor, LLC

Where do you see the marque heading?
Now it’s time to step up. We don’t have goals that are about multiplying production, so that allows us to have a design which is strong. The worst is when you’re doing something successful and you get cold feet . . . then you lose it all. I want us to be in the step where we know it’s not time to rest, but really go for it . . . expanding the lineup, but also doing cars that are not there for the volume, but to give more personality and character to the brand.
Then there’s Genesis 3.0, starting in 2025, with an all-electric lineup. We’ll definitely want to go bolder, more expressive, more emotional. I think we’ve managed to get the elegance and balance, but now it’s time to get a little braver.

The Genesis X Speedium concept car. 

Genesis Motor, LLC

How is luxury changing?
After these last two terrible years that we’ve had, I think people want to enjoy experiences, and [do so] for themselves, not flaunt it. There are so many things that are happening now that are based on values acquired for yourself and not for everybody else, and you don’t boast about it. That’s the best evolution you can imagine for luxury. It’s almost wearing the fur coat inside out—you know you have it, but you don’t have to show it. And this is what I associate Genesis with.  For me, it’s almost a certain aristocratic or diplomatic elegance.
I think this is what is happening in the luxury industry right now. In the [early] 2000s, watches could not be big enough. We’re talking about 48 mm, you were getting muscles wearing them and they were thicker than your wrist. And now it’s gone. People are going to 42 mm or 43 mm as the maximum. It’s not about having something to project.

Genesis’s all-electric GV70 was debuted at last month’s Goodwood Festival of Speed. 

Richard Parsons, courtesy of Genesis Motor, LLC.

It’s a bit like the smartphone. There were a lot of attempts to make incredibly expensive telephones. In the end, the iPhone has become a democratic tool. And it’s not cheap, but it does not tell how much income you make, or how much you have in your bank account. There are a lot of things happening like that, about enriching your life, but not necessarily flaunting it over others.
We know all about China, where brand is everything. But at the same time, the younger generations are not going for the established brands. They are questioning having the lifestyle their parents had. There’s a change in consumption habits, a challenge to the status quo. This isn’t endangering established brands, but it’s creating a parallel world with other values.

Genesis celebrated its first year of business in China back in April. 

Genesis Motor, LLC

 What’s the latest on the halo car from Genesis that we’ve been hearing about for a few years?
We tried, but the business case wasn’t there, and it was too early as well. There’s also a moment when you can make a car and it’s accepted by the public, because the brand is there, but we were not there. Now, slowly, we’re entering the point where we could go into a limited production, having a decent business case.

Do you have a plan for the halo car’s comeback?
I’m planning something else, and I haven’t spoken to the chairman about it yet. He’s going to be a bit shocked.
Click here to see all the photos of the interview with Luc Donckerwolke, chief creative officer of Genesis.

Luc Donckerwolke, chief creative officer for Genesis. 

Genesis’s X Concept is evolving before our eyes.

The South Korean marque unveiled a redesigned version of last year’s concept, dubbed the X Speedium Coupe, on Wednesday. The new car is an attempt to push the luxury brand’s design language forward as it begins to embrace electrification across its lineup.
The X Speedium Coupe is quite the stylistic leap forward from the original X Concept. The biggest difference is the roofline, which now extends to the rear of the car and tapers into a duckbill spoiler. The change gives the two-door a completely new profile and basically turns it into an elegant hatchback or shooting brake for electric age. That’s not the only modification, though. The brand’s trademark wide-mouth grille has been replaced by a triangular setup of lights that blends seamlessly into the vehicle’s signature “Two Lines” headlamps. The resulting vehicle looks sleeker and more modern than anything else we’ve seen from the brand and is easily one of the more striking concepts of the first part of 2022.

Genesis

Unfortunately, we know far less about what’s under the hood. That’s because the vehicle is more of a design study than a prototype of a future model. The brand’s press release makes no mention of the sleek two-door going into production, but does say that elements from the design will almost certainly filter out into the marque’s future vehicles, specifically its EVs.
“This car is an open-door moment in Genesis’ journey towards our future EV design,” Genesis’s chief creative officer Luc Donckerwolke said in a statement. “This isn’t a show car—it’s a look into our design processes as we explore ideas for the next wave of EVs, one that incorporates Genesis’ DNA.”

Genesis

While you won’t see X Speedium on the road anytime soon, the Electrified GV70 SUV will be ready to hit the road early next year. Along with the images of its stylish new concept, Genesis also revealed that it will begin building the battery-powered version of its popular GV70 crossover at its factory in Montgomery, Alabama in December of this year.
Any way you look at it, there’s plenty to be excited about on the horizon for the brand.
Check out more photos of the X Speedium Coupe below:

Genesis

Genesis

Genesis

Genesis’s new G90 flagship is getting a makeover for 2023.

The South Korean luxury marque offered up a first look at the redesigned version of its commanding saloon on Monday. The newest iteration of the G90 isn’t just better looking than its predecessors, it’s also longer.
To be sure, the original G90, which was introduced in South Korea in 2016 and worldwide in 2017 (and underwent a facelift in 2018), was a handsome car. But the new version is sleeker than its predecessors. The new four-door’s lines have been refined from front to back, with any harsh edges replaced with soft contours, giving it a smoother side profile. The highlight is the new front fascia. The brand’s trademark wide-mouth grille is still there, but it’s now winged by two rows of ultra-thin headlights that travel to the wheel well and continue on the other side, up to the first set of doors.

2023 Genesis G90 

Genesis

The updated saloon looks decidedly more modern. This is due in no small part to a stretched-out design that reduces visual bulk. It has a long hood and a ducktail-style trunk lid like the G80 sedan, but thanks to a longer wheelbase, those elements look now more harmonious. The automaker has confirmed that it will also build an even longer wheelbase version, thought to be a similar size as the Mercedes-Maybach S-Class.
Beyon the exterior, Genesis is keeping all other details about the G90 close to the vest. This includes what kind of powertrain will lurk underneath its elongated hood. A twin-turbocharged 3.5-liter V-6 will almost certainly be an option, but it’s unclear if a naturally aspirated 5.0-liter V-8 will be as well. We wouldn’t be surprised to see the G90 become the latest addition to the brand’s line of battery-powered Electrified line, either.

Genesis

We expect we’ll learn more as its 2022 launch nears. Either way, it’s clear Genesis isn’t afraid of a little reinvention.

Genesis’s lineup of electric vehicles is expanding at a rapid clip.

The South Korean luxury marque unveiled its latest EV, the electrified GV70, at Auto Guangzhou 2021 on Friday. And just like the Electrified G80 sedan before it, the new zero emission model looks almost identical to the gas-powered crossover SUV it’s based on.
It may be hard to tell the two GV70 siblings apart, but there are a couple key superficial differences. They start up front, where the EV’s version of the brand’s trademark wide-mouth crest grille features a closed-off design. It’s still topped by the same intricate lattice work found on the internal combustion engine (ICE) model, but here that design flourish is used to hide the EV’s charging port. The other big difference is in the back, where the lack of exhaust tips results in a much cleaner rear bumper. One area where there are no changes is the interior. It appears to have been left completely untouched, including its widescreen infotainment system.

2022 Genesis Electrified GV70 

Genesis

Unlike the GV60 EV the brand unveiled this summer, the Electrified GV70 won’t be built on its own unique electrical architecture. Instead, it utilizes the same platform as the ICE version, only with its 3.5-liter twin-turbo V-6 swapped out for a completely electric drivetrain. The new setup includes two motors that combine to churn out up to 483 horses when Boost mode is engaged, according to a press release. That’s significantly more oomph than the 375 hp generated by the gas-powered SUV (and the 365 hp produced by the zero-emission G80). Just like with the brand’s other EVs, all-wheel-drive comes standard, though the vehicle only utilizes the feature when needed. It can also sprint from zero to 62 mph in 4.5 seconds, which is pretty good for an SUV.

Inside the Electrified GV70 

Genesis

One thing missing from the debut announcement is any info regarding the size of the Electrified GV70’s battery pack. Despite this, the brand claimed the Chinese version of the EV has a respectable range of 311 miles per charge, according country’s CLTC testing cycle. It will support 350-kW fast charging which will allow you to fill the battery from 10 to 80 percent in under 20 minutes. That’s about as fast of a recharge time as you’re going to find right now, but that will hopefully change in the years to come.

Genesis

The Electrified GV70 may have made its debut at Auto Guangzhou and not the Los Angeles Auto Show, but it’s still due to be released stateside, according to the brand. Nothing is official yet, but Inside EVs reports it could go on sale here as soon as next year. That information, along with revised performance specs, will likely be revealed when Genesis announces an official release window. As for price, we would suspect it’ll start somewhat north of the ICE GV70’s $41,000 starting price.

From the outside, the cars at Genesis House are shrouded in a metallic curtain. Step inside, and you’ll see the entire vehicle lineup from the young Korean brand bathed in light among concrete pillars and panels of wood and glass.  But the aim of Genesis House, which opens to the public on November 19, isn’t to sell cars or even be a place to take orders or schedule test drives. Instead, the 46,000-square-foot space aims to expose New Yorkers to Hyundai’s budding luxury nameplate and become a hub for fine dining and events.

“We didn’t want to design a typical car showroom, we wanted the space to feel alive.” says Eulho Suh, whose Seoul-based firm Suh Architects won the design competition to create Genesis House, along with other more sales-oriented Genesis venues around the world.

Although the Genesis House does not sell cars directly, it does have a gallery-like showroom on the ground floor. 

Photo: Courtesy of Genesis House.

Spanning three levels on 10th Avenue, between 13th and 14th Streets, Genesis House sits in the heart of the Meatpacking District, in sight of the High Line and Little Island. The showroom on the ground floor is only a fraction of the expansive operation; the basement, with its open floor plan and large video wall, is slated to host concerts, discussions, and other gatherings. On the second floor, open wood latticework frames a curated collection of books and other trinkets, flanked by a tea pavilion on one side and a restaurant on the other. For the latter, chefs Cho Eun-Hee and Park Sungbae from the Michelin-starred Onjium restaurant in Seoul have trained staff to recreate some of the same dishes Korean nobility have dined on for centuries.
But Genesis isn’t the first car company to settle the young West Side neighborhood. Next door, a standalone space is dedicated to Mercedes EQ, the German brand’s arm of electric vehicles. And just a short walk away are Tesla and EV newcomer Lucid (whose Air sedan has impressed us in terms of both design and technology).

The basement, with its open floor plan and large video wall, is slated to host concerts and other gatherings 

Photo: Courtesy of Genesis House.

The closest comparison to Genesis House, however, is the neighboring Intersect by Lexus, a space we first visited in spring of 2017 during the New York International Auto Show. Also built on three levels, Intersect features a lounge with curated books and objets d’art, a space dedicated to special exhibits and, most notably, a restaurant with a rotating roster of world-class chefs from around the globe that take up residency for a few weeks to a few months. After our visit to Genesis House, the resident chef de cuisine at Intersect prepared Caribbean-inspired dishes for us from Nina Compton’s Compere Lapin in New Orleans. “It was really important when we opened to have reflections from all around the world, because that’s who the Lexus customer is,” an Intersect manager told us.

The Genesis House’s tea pavilion. 

Photo: Courtesy of Genesis House.

Intersect is even a softer sell than Genesis House; there are no cars here—unless you count the hundreds of miniature, Hot Wheels–sized models on the wall leading to the washrooms.  Nods to the Japanese luxury brand are more subtle, with photographs of Lexus models mixed in among artwork, and a wall sculpture that features evolutions of the brand’s front grille and other various parts, all painted in white. And those who look closely can see L-shaped logos on the marble and wood latticework that mimics the cars’ “spindle” front grilles. The bar is trimmed with the same leather used on the LFA supercar, but the automotive references end there. “We don’t want to hit customers over the head with the car theme,” our Intersect host told us.
What sets Genesis House apart from the others, though, besides the vast amount of square footage and the undoubtedly bigger wad of cash the company is shelling out, is that Hyundai’s luxury space is focused first and foremost on exposing guests to Korean culture and design. “Korean architecture is the idea of working with the void and your relationship with nature in a continuous flow,” Suh says. He points out infinite mirrors that create the illusion of more space, and the Korean rice paper that gives an ethereal, translucent quality to the lighting. In the restaurant, guests dine on dishes such as suranche, a type of seafood salad that’s traditionally served to important guests.

At the restaurant, guests can dine on dishes such as suranche, a Korean seafood salad. 

Photo: Courtesy of Genesis House.

One could argue that the trailblazer of the modern NYC car lounge was Cadillac. The marque opened its Cadillac House in 2016 on SoHo’s Hudson Street during the brief time GM’s sub-brand relocated its headquarters from Detroit to the Big Apple to polish its reputation. Also meant to be a lifestyle venue without the pressure of sales people, Cadillac House included a café and hosted special events. Its time was short-lived, however, and Cadillac closed its doors in 2019 when the company pulled out of New York and headed back to Michigan.

The second floor’s vast terrace. 

Photo: Courtesy of Genesis House.

Although executives bill Genesis House as a type of fancy cultural center that serves the community, the underlying goal is clear: the company wants to sell cars. Jose Munoz, Hyundai’s global COO and CEO of Genesis North America, tells Robb Report that “North America plays a critical role for Genesis.” What isn’t so clear is the way these incredible investments equate to sales. Both Genesis and Lexus representatives told us that neither capture customer data to track potential buyers or generate leads.
“Many luxury brands are installing fancy lounge and dining spaces in upscale high-traffic urban areas. Ultimately, they are intended to help the consumer understand what the brand is all about and create a connection between the consumers and the brand message,” says Ed Kim, vice president of industry analysis for automotive research firm AutoPacific. “What is difficult to gauge is what effect these have on consumer awareness and, ultimately, sales. Will an expertly cooked roasted duck with an exquisite wine pairing inspire the diner to consider a Lexus? Most importantly, do enough potential customers experience these spaces to have a measurable impact on sales long term?” Reviews for the now-defunct Cadillac House, for example, rarely mention the cars or the brand, and are more to the tune of “it has nice coffee and is a good place to work on my laptop.”

The Genesis House restaurant, where staff have been trained by chefs Cho Eun-Hee and Park Sungbae from Michelin-starred Onjium in Seoul. 

Photo: Courtesy of Genesis House.

Still, in these days when luxury is defined more through experiences than products, Genesis House and others might prove to be a worthwhile investment—as long as the operations can cover the rent. “In the end, if a luxury brand can raise awareness with little to no net cost with the revenue produced,” Kim surmises, “these spaces can represent a good deal.”

Learn more about Robb Report’s 2022 Car of the Year events taking place in Napa Valley here and in Boca Raton here.

Genesis has finally revealed the numbers for its first electric vehicle.

After teasing the new GV60 last month, the South Korean automaker released the technical specifications on Thursday, to the delight of EV lovers everywhere.
The luxurious crossover SUV, which is expected to roll out stateside next year, will be available with three different powertrains built around a 77.4 kWh battery that delivers on grunt and range.

The upscale interior is available in five different finishes. 

The standard rear-wheel-drive (RWD) model packs a single electric motor that’s good for 225 hp and 258 ft lbs of torque. The all-wheel-drive (AWD) version, meanwhile, produces 314 horses and 446 ft lbs of twist split across its two axels. Finally, the performance model comes complete with all-wheel-drive and dual motors for a beasty 429 hp and 446 ft lbs of torque. For even more power, you can activate Boost Mode to give the range-topper a total of 483 horses and 516 ft lbs of twist, which reportedly allows it to reach 62 mph in just four seconds. At those speeds, drivers will surely benefit from Drift Mode, which facilitates athletic driving by optimizing the distribution of driving power and braking system, according to Genesis.

As for range, Genesis has released figures based on the Korean EV certification system. (We’ll have to wait for the US-specific EPA range ratings.) The base RWD model can cover 280 miles on a single charge while the AWD and performance variants can drive 249 miles and 229 miles, respectively. Stopping for juice will be a breeze too: The battery supports fast charging at speeds of up to 350 kW, which will take you from a dire 10 percent to a healthy 80 percent in just 18 minutes.

The GV60 can charge to a healthy 80 percent in just 18 minutes. 

Naturally, the GV60 will feature a bunch of futuristic tech along with a next-gen infotainment system. One highlight is the electric Active Sound Design, which is basically a system that sends virtual driving sounds through the Bang & Olufsen’s speakers. The four-wheeler also comes with facial recognition software that lets you unlock and start the car without a key.
The crossover isn’t short on style, either. It sports a streamlined, athletic profile with a distinctive wing spoiler and clamshell hood, along with the nameplate’s trademark two-line Quad Lamp headlights and giant Crest grille. You can pick between 11 exterior hues and five different interior finishes.

Genesis missed out on revealing just one important figure, though: the price. We’ll keep you posted.
Check out more photos below:

Genesis is finally going electric. Just not with the vehicle we were expecting.

On Wednesday night, the South Korea-based luxury automaker unveiled its first fully battery-powered vehicle, the GV60. There had been speculation that the company’s first EV would be a sedan, but it will instead be a crossover SUV, and a pretty stylish one at that.
If you’ve paid attention to Korean EVs, the GV60 will likely look familiar. That’s because it bears a striking resemblance to recently unveiled crossovers from two of Genesis’s sister brands—the Hyundai Ioniq 5 and Kia EV6. But, as is this marque’s wont, Genesis has added plenty of sophistication to the package. In the front, you’ll find the marque’s trademark two-line Quad Lamp headlights and giant Crest grille, as well as its first clamshell hood. Soft curves and flowing lines travel from front to back and give the four-door what the marque is calling an “athletic elegance.” Adding to this is a roofline that slopes down into a hatchback door with its own ducktail-like spoiler. It’s a dramatic and refreshing change of pace for the brand.

Genesis GV60 

Genesis

The interior is also a bit of a departure. It’s streamlined, lacking some of the more demonstrably luxurious details—polished wood trim, quilted leather, lots of chrome—seen throughout the rest of the Genesis lineup. We think this gives the cabin a much more modern look, though. The digital gauge cluster and large infotainment screen look as if they are one connected display, while the dash is bookended by two side-view cameras. The most notable new inclusion, though, may be the Crystal Sphere, a globe-shaped gear shifter that intuitively lets you know when the vehicle is ready to drive. The ball looks as if it’s hovering above the center console and provides ambient lighting when the vehicle is off.

Inside the GV60 

Genesis

While we know what the GV60 will look like, it’s unclear what it will be capable of. Details about its powertrain are expected at a later date, though it will be built on the same E-GMP electric platform as the Ioniq 5 and EV6. We have no idea how powerful the just-announced crossover will be, but the top-of-the-line EV6 GT features an all-wheel-drive powertrain that can generate 577 hp and 546 ft lbs of torque and has a range of around 300 miles, according to Car and Driver. We wouldn’t be surprised if Genesis’s EV boasts similar performance numbers. We’re also waiting for a release date and pricing, though the brand seems confident the vehicle will arrive next year.

Genesis

The GV60 may be Genesis’s first confirmed EV, but it won’t be its last. Maybe even of this year. This spring, there was plenty of speculation that the brand’s first battery-powered vehicle would be an all-electric version of the G80 sedan. We’ve not heard anything since, but the expectation is that it will feature a dual-motor powertrain, all-wheel drive and 300-plus miles of range.
We wouldn’t mind having two Genesis EVs to choose from.

Genesis wants to make sure its first appearance at England’s Goodwood Festival of Speed is electric.

The carmaker, Hyundai’s luxury offshoot, has just announced its G70 Shooting Brake will make its global debut at this year’s show, alongside a new electric grand tourer and the rest of the marque’s impressive line-up.
The first five models in the Genesis European range will be on show at the iconic West Sussex festival, which will go ahead with a full capacity crowd from July 8 through 11. The family of four-wheelers will take on Goodwood’s world-famous hill climb in what’s being described as “the first manufacturer convoy of its kind.”

The standout is the highly anticipated G70 Shooting Brake. First teased earlier this year, the swoopy high-performance wagon embodies the futuristic design DNA of Genesis while honoring the rich history of the shooting brake in Europe. It seems fitting, then, that it should make its world debut across the pond.

The G70 Shooting Brake will take on Goodwood’s famous hill climb. 

Genesis

Another highlight will be the Genesis X. The carmaker is positioning this all-electric concept car as a grand tourer for a new generation, and a car at the apex of what Genesis calls “sustainable luxury.” It features the automaker’s signature “Two Lines” motif—that is, dual-bar lights front and back—along with its trademark “G Matrix” grille and state-of-the-art technology. While the GT may not make it to production, it represents a major step forward for the category.

The high-performance wagon pays tribute to the rich history of the Shooting Brake. 

Genesis

“Honoring the region is so important to Genesis, which is why we chose to debut both vehicles at the distinguished British festival,” Dominique Boesch, managing director for Genesis Europe, said in a statement. “In particular, the G70 Shooting Brake recognizes the automotive heritage of Europe in both name and iconic design, unmistakably demonstrating the brand’s commitment to the region.”

The all-electric Genesis X will also grace Goodwood. 

Genesis

Also on show will be the sleek G80 sedan, the GV80 luxury SUV and the G70 sedan. Orders for these three cars, plus the GV70 SUV, are expected to open across Europe this summer. Genesis also has an electrified G80 in the works, along with three new EVs to be announced within a year.

In need of a new performance wagon to lust after? Genesis has you covered.

The South Korean luxury marque unveiled the latest addition to its lineup on Wednesday, the G70 Shooting Brake. There’s only one problem we have with the company’s latest model—like so many other wagons, it’s a European exclusive.
We’ve been impressed by Genesis’s offerings in the past, but the G70 Shooting Brake is its most intriguing of late. Based on the updated 2022 G70, the wagon looks almost identical to the sport sedan from the front, with a prominent grille winged by split lights. Once you get to the C-pillar, though, the two designs diverge dramatically. The roof of the Shooting Brake extends to the rear of the car, tapering ever so slightly into a tailgate with an integrated spoiler. (One slight quirk: the “Shooting Brake” name is traditionally reserved for vehicles with two doors, but the wagon has four, just like the sedan.)

Genesis G70 Shooting Brake 

Genesis

Despite the drastic design change, the two G70s have the same foot print, measuring 15.4 feet from bumper to bumper. There is 40 percent more cargo room inside the Shooting Brake, though, and Genesis says the rear seats can be folded down for even more storage flexibility. The front of the cabin, like the front of the exterior, is identical to that of the G70 sedan, and features a fighter jet-style cockpit and a 10.25-inch infotainment screen in the center of the dash.
Genesis hasn’t announced engine option for the G70 Shooting Brake, but based on the rest of the vehicle, we expect they’ll be similar to those offered for the sedan. That would mean a 2.0-liter inline four that can produce 252 horsepower and 260 ft lbs of torque or an even more capable 3.3-liter V-6 that churns out 365 horses and 376 ft lbs of twist. Because the car is aimed at European market, a diesel option wouldn’t be much of a surprise either.

Inside the G70 Shooting Brake 

Genesis

The G70 Shooting Brake is scheduled to arrive in Europe this summer, according to the automaker. Unfortunately, as of right now, there appear to be no plans to bring it to our side of the Atlantic. Still, no one expected Audi to import the RS 6 Avant, so maybe there’s hope for us yet.