Genesis has made a bold move to shatter the long-held notion that luxury means imported. Going beyond sales numbers, the company is confronting foreign brands through flagship convertible concept cars and plans to enter endurance racing.
After spending the past decade solidifying its position as a premium brand, Genesis now seeks to transform into a brand known for selling well and building great cars. Its first real test came at this year’s Seoul Mobility Show.
The Evolution of a Flagship: Two Faces of the Ultimate Model
Genesis unveiled the X Gran Coupe and X Gran Convertible concept cars for the first time globally at the Seoul Mobility Show. Both models are two-door concepts based on Genesis’s flagship sedan, the G90.
The exterior retains the brand’s established design identity while pushing bolder boundaries. A low-slung roofline, twin-line headlamps, and a sleek silhouette maximize the brand philosophy of athletic elegance.
The X Gran Convertible, in particular, appeared as a more refined version than the X Convertible showcased in 2022, fueling expectations that it may go into mass production.
Industry insiders note that while Hyundai’s past convertible models largely remained in concept form, this time could be different.
The interiors also showcase the pinnacle of luxury. The coupe model features olive leather and natural wood, while the convertible is outfitted with natural leather in a color inspired by fine wine, combined with eucalyptus wood.
This was not merely a design flourish for style’s sake but a meaningful attempt to embody sustainability and advanced craftsmanship.
Why They’re Entering Racing: It’s Time to Show What We Can Do
Genesis made another bold announcement at the Seoul Mobility Show — its plan to enter endurance racing.
This is not a publicity stunt. The brand is developing a dedicated engine for motorsports and has even brought on legendary drivers, signaling a serious commitment to competition.
Endurance racing is the ultimate proving ground where vehicle performance, safety, strategic planning, and driver skill are tested together.
With renowned brands like Toyota, Ferrari, and Lamborghini having long competed in this arena, all eyes are now on how Genesis will perform.
An industry expert noted that despite strong sales, Genesis has lacked the technological symbolism of a luxury brand, and added that convertibles and race cars could serve as decisive weapons in establishing a stronger brand identity.
Consumers Now Weigh Mercedes-Benz Against Genesis
The brand’s transformation is already being reflected in the market. Consumers’ perceptions are changing.
According to a survey conducted by Consumer Insight, a market research agency, among 1,298 South Korean buyers of new premium SUVs over the past year, many named Genesis and Mercedes-Benz as the two final contenders they compared before purchasing.
Many also compared Genesis with BMW, and an increasing number of buyers choose Korean cars after carefully considering imported options.
Genesis debuted in 2008 and launched as an independent brand in 2015. By 2023, cumulative sales had exceeded 1.3 million units, and the brand had grown continuously for five consecutive years.
Now, Genesis faces just one final challenge: proving its worth in the convertible and race car markets — long considered hallmarks of a true luxury brand. This is why Genesis finally signals that it is ready for a real showdown.
