Genesis, the luxury brand of Hyundai Motor Group, noted regarding U.S. President Donald Trump's tariff measures, "We will take a long-term approach." While celebrating its 10th anniversary, the brand is facing persistent uncertainty in the global automobile industry due to the U.S. government's indiscriminate tariffs, which suggests a commitment to analyze the situation calmly rather than taking short-term action in order to minimize the impact of the tariffs.
Ted Menzies, Chief Operating Officer (COO) of Genesis North America, met with Korean reporters on the 16th at the Jacob K. Javits Convention Center in New York and said, "In a time of ongoing uncertainty and persistent challenges, Genesis aims to focus even more on customers and take a long-term approach." He added, "While adjustments may occur when the situation (such as tariffs) becomes clearer, there are currently no changes from an operational standpoint."
The uncertainty for Genesis has increased since the Trump administration imposed a 25% tariff on imported vehicles starting at 1:01 p.m. on the 3rd (Korean time). Most Genesis vehicles are produced in Korea, making the impacts of the tariffs unavoidable. Song Min-kyu, Vice President and head of the Genesis Business Division at Hyundai Motor, stated, "There are no specific plans regarding which models will be produced and how much for U.S. production," adding, "We are continuously monitoring at the Hyundai Motor Group level, and we expect the best options to emerge."
Genesis identified lineup expansion as a strategy to penetrate the North American market. Vice President Song stated, "If Genesis has built its premium image over the past 10 years, the next 10 will be about proving it," and said, "This will be demonstrated through high-performance brand 'Magma,' the G90 Gran Coupe, convertible vehicles, and off-roaders like the Equator." The production plans for the concept cars are undecided.
Genesis confirmed that the launch of its hybrid vehicle (HEV·Hybrid Electric Vehicle) will proceed as scheduled. Vice President Song stated, "Genesis prioritizes securing over 100 points of safety and quality rather than accelerating the schedule," and he remarked, "There are no changes from what was previously mentioned." Hyundai Motor Vice Chairman Jang Jae-hoon had stated during the 2024 CEO Investor Day last August that Genesis would equip a hybrid system and aims to launch it in 2027.
Genesis emphasized its unique dealer strategy. Vice President Song said, "The examination to become a dedicated Genesis dealer is very strict. We select partners based on their ability to exceed the level of expectations from customers, and we also verify the feasibility of facility investments." Menzies, the COO, added, "We have provided comprehensive and intensive training to dealers at the headquarters level, as they represent Genesis not only in the U.S. but also in other markets."
Genesis expressed its ambition to promote Korea through the first unveiling of the real racing car 'GMR-001 Hypercar' on the 15th. Luc Donckerwolke, Chief Design Officer (President) of Hyundai Motor Group's Global Design Headquarters, said, "We infused Korean sensibilities into the GMR-001 Hypercar. We wanted to convey a message that not only Genesis is entering motorsports but that Korea is doing so as well." He added, "Genesis aims to play a role as Korea's ambassador."