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While many automotive brands have histories that date well over a century, Genesis is a relatively young brand. The founding of the luxury marque was announced in 2015 by its parent company, Korean automaker Hyundai. The first Genesis model, a luxury sedan, came to market in 2016 with 2017 model year vehicles. Since then the brand has distinguished itself with a series of internationally designed sedans and, more recently, SUVs. The addition of the crossover SUVs, which didn’t occur until, 2020, was a boon to the brand since the American luxury customer has indicated a strong preference for SUVs over sedans in recent years. A quick learner, Genesis has also topped some recent consumer quality surveys.

To compete against much older, more well-established luxury brands, Genesis has adopted a strategy of providing superior build quality, exceptional value, and added features. The brand has been helped immeasurably by the addition of crossover SUVs to its previously sedan-only product lineup. American luxury buyers continue to demonstrate a preference for crossovers. In comparison to the often confusing model names of some luxury brands, the Genesis system is easy to grasp. All sedans start with the letter G followed by two digits. All crossovers start with the letters GV followed by two digits. The larger the first of the two numbers the larger the vehicle. Genesis has entered the electric vehicle market with the GV60 battery-powered vehicle. It shares mechanical components with the Hyundai Ioniq 5 and the Kia EV6. More BEVs are expected to follow.