Genesis Unveils GV90 SUV and Plans 22 New Models
Genesis unveiled its first full-size SUV, the GV90, as part of a strategy to launch 22 new or enhanced vehicles by 2030.
Genesis, the luxury automotive brand owned by Hyundai Motor Group, unveiled its first full-size SUV, the GV90, on Wednesday. The launch is part of a broader expansion plan to introduce 22 new or enhanced vehicles by 2030, following record sales of 221,482 vehicles in 2025.
Executives describe the brand's operational strategy as maintaining a startup mentality while utilizing the economic, manufacturing, and logistical resources of its parent company. To support this growth, the brand opened a dedicated design center in El Segundo, California, last year.
Despite the expansion, the brand faces internal resource competition. Hyundai Motor Group recently moved production of the GV70 SUV from Alabama back to South Korea to prioritize the parent company's own production capacity at the Alabama plant.
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