Who is Genesis? Meet the brand vying for the luxury car crown

This South Korean superstar’s approach to luxury driving is electrifying

When we talk about Genesis, we’re not on about 60s rock bands.

Or even the book by the same name.

We mean Genesis Motors, the South Korean company that’s proving they’re the luxury carmaker to watch.

Making their debut as an independent marque in 2015, Genesis has gone from strength to strength with every car introduced to their line up.

It’s not all about sophisticated executive saloons either (although, they do them remarkably well).

Genesis offers everything from practical mid-sized SUVs, to sleek saloons, to electric crossovers: all embodying the brands commitment to thoughtful luxury design.

And the future is promising exciting things to come.

Their new strategy is geared towards hybrid vehicles and the transition to being a fully electric brand. Because a premium, luxury driving experience shouldn’t come with the cost of high emissions.

It means green, clean energy with the latest, cutting-edge tech – all wrapped up in distinctively stylish packaging.

And Genesis is doing it better than most. Stick with us as we break down exactly what makes this Korean superstar so special.

How did Genesis start?

Genesis started out as an offshoot of our favourite South Korean giant, Hyundai.

Basically, it was meant to be their luxury car division, launching with the Hyundai Genesis to great success.

Customers literally couldn’t get enough of it.

Hyundai were so impressed with the sales they let their luxury-line go out into the world on its own, after seven successful years under the Hyundai umbrella.

And it was the best decision they could’ve made.

The G90 was its flagship model: a full-size, four door luxury saloon – closely followed by the G80 and Genesis G70.

Saloon models are named by combining the letter ‘G’ with a number. Likewise, crossovers are assigned ‘GV’ and a number. Simple names, yes – born from a simple alphanumeric naming convention.

That’s because Genesis isn’t relying on marketing fluff to hype up their luxury selling point. No fussy, frilly names required.

Just pared back elegance on a product that does exactly what it says on the tin.

And it’s clearly working.

Genesis sold over a million cars in its first eight years of operation. Not bad for a company that’s always had a small line-up.

While the original dream – quiet luxury for the modern age – is still very much the name of the game, we think it’s safe to say there’s been a definite shift in gears recently.

And there’s no better place to see that than in the current Genesis line up (UK):

• New GV60
• New electrified GV70
• New electrified G80
• GV70
• GV80
• G80
• G70
• G70 Shooting Brake

Does Genesis only make electric cars?

No, they don’t – although they are in the process of phasing out all their petrol and diesel models in the run up to the 2030 ban.

The GV80, G70 and G80 have been pulled from UK production and are now only available as existing stock.

As part of a promise to be carbon neutral by 2035, Genesis will only be making hybrid and fully electric cars from 2025 onwards.

It’s not so much a change in direction, as a change in gear.

Their mission is still to deliver a luxury driving experience to customers anywhere and everywhere.

But like pretty every much manufacturer on the planet, Genesis is moving with the electric current. Launching their flagship EV (the GV60) in 2021, it was the first model to be produced on the Hyundai Electric Global Modular Platform (E-GMP).

A platform that is also used by Hyundai – no surprises there, we’re sure – and Kia.

The GV60 may be the first all-electric car from Genesis, but with a real commitment to greener driving, it definitely isn’t the last.

The G80 and GV70 already have electrified versions on the market. And if you look at their concept cars, we could be seeing some brand-new EV designs from Genesis in years to come.

We particularly like the look of the Mint Concept – the all-electric luxury car made for the city. This lightweight runabout “reimagines the iconic shape of the city car, tailored to the needs of the modern lifestyle.”

But the Essentia Concept looks really exciting too. Sleek, sporty, and, dare we say, sexy, it has the look of a futuristic Bond car.

Like, if they’re still making Bond films in 2050, this is what he’ll be swanning up to the casino in. And you know what? We’re here for it.

Sign us up.

What makes Genesis so good?

Carmakers have differing ideas about luxury and what it means.

Many Chinese newcomers are pushing integrated-AI as the next big thing, while Tesla’s focus seems to be on autonomous driving.

Genesis is new to our roads compared to rivals like Audi, BMW, and Mercedes-Benz. 

But Genesis has gone all out on advancing driver and passenger comfort to the next level.

Because all the fuss and frills, and thrills of new tech don’t mean anything if you can’t stand to sit in your car for longer than 15 minutes.

And Genesis put their money where their mouth is, teaming up with the Seoul National University College of Medicine to develop their ‘smart posture control’ system.

It’s tech that automatically adjusts the seat, steering wheel, outside mirrors and head-up display based on the driver’s physical characteristics (height etc). So, no more struggling to find the best seat position after your super-short partner has been in the driver’s seat. 

But Genesis hasn’t stopped there.

The Gen 2 G90 boasted a multi-hardness foam pad technology that varied the degree of softness depending on the thigh area, for added comfort.

Genesis was also the first to sport ergo motion seats, which are designed to improve the seating comfort of the driver and rear seat passengers via a pneumatic system. Seven air-cells installed inside the seats will inflate and deflate depending on the driving mode.

So, the car is literally optimising how comfortable your seating position is for the kind of driving you’re doing.

We call that clever comfort, with a side of reduced fatigue. Just for fun.

Models like the GV60 also offer a front seat Relaxation Comfort mode, which optimises the distribution of body pressure to make you feel weightless.

A bit like effortless floating in the private swimming pool on your holiday.

This is not a feature for driving – it’s meant for those parked up moments, when you’re waiting for the car to charge, or even just arriving a bit early for the school pick-up.

You may not have time to nip out for a massage during your busy working week, but five minutes in Relaxing Comfort mode and you’ll feel like you’re fresh from the spa.

It’s giving self-care on the go, taking opportunities to get the most out of a comfortable cabin.

What can you call that, except for literally sitting in the lap of luxury?

Get to know the full Genesis line up

Comfort is key, but it’s not the only essential.

As you’d expect from a luxury carmaker, Genesis combines stunning design and cutting-edge technology with ambitious plans for an electric future.

All while managing to feel completely attainable.

Ready to see what they have to offer? Let’s take a tour of the current UK line up, from executive saloons, to family-friendly SUVs.

Whatever your lifestyle, there’ll be a Genesis that suits you.

Genesis G70 – the compact executive that packs a punch

This is literally everything that’s great about compact executive saloons, but with a proper South Korean twist.

The design is properly distinctive, with the signature Genesis crest in prime place on the grille. And its athletic proportions suggest a car that means business without being overtly aggressive or flashy.

Inside, the cabin delivers premium quality that rivals cars with heftier price tags. The 12.3-inch infotainment display takes centre stage, surrounded by materials that feel genuinely luxurious.

The seats strike that perfect balance between sportiness and comfort – ideal for both spirited drives and long motorway journeys.

The G70 drives like a proper executive saloon should – engaging when you want it to be, refined when you don't.

For professionals who want something that projects success without following the crowd, the G70 hits the mark perfectly.

Genesis G70 Shooting Brake – the estate that’s actually cool

Estate cars aren't supposed to be this stylish. But clearly, nobody told Genesis.

The G70 Shooting Brake takes the excellent G70 saloon and adds a dose of practicality without sacrificing any of the style. In fact, many would argue it looks even better than the saloon.

It’s not your typical boxy estate car. The G70 Shooting Brake has genuinely elegant proportions, with a sloping roofline that gives it an almost coupe-like profile. It's the sort of car that makes you do a double-take – in the best possible way.

The extra practicality is genuinely useful too. The boot is significantly larger than the saloon's, making it perfect for families who need the space but don't want to compromise on style. Weekend trips, sports equipment, the weekly shop – it all fits without making the car look like a van.

Inside, it's classic G70 luxury with the same premium materials and tech you'd expect. The driving experience is identical to the saloon too, meaning you get that engaging rear-wheel-drive character with the added practicality.

If you need an estate car but refuse to settle for something boring, the G70 Shooting Brake proves you don't have to choose between practicality and style.

Genesis G80 – The executive saloon that means business

The Genesis G80 is the executive saloon for people who want to stand out.

BMW and Mercedes-Benz aren’t the only luxury options anymore.

While those German rivals are undoubtedly excellent, the old standbys can get a bit too familiar. The G80 offers something different – a fresh take on what an executive saloon should be.

The design is distinctive, with Genesis's signature crest grille and elegant proportions that look expensive without being flashy. It's the sort of car that gets approving nods from other motorists rather than aggressive tailgating.

Inside, the G80 wraps you in luxury that feels both modern and timeless. The 14.5-inch infotainment screen takes centre stage, but it's surrounded by premium materials that feel substantial. 

Engine options include a refined 2.5-litre turbocharged petrol, delivering smooth performance with impressive fuel economy. It's not about being the fastest saloon on the road. 

It's about being the most civilised.

With generous rear legroom and a spacious boot, the G80 works brilliantly as a family car or executive transport. It's the sort of car that makes every journey feel a bit more special.

For business users looking for something that projects success without shouting about it, the G80 hits the sweet spot perfectly.

Genesis Electrified G80 – Executive luxury goes electric

Take everything excellent about the regular G80, add the benefits of electric driving, and you've got the Electrified G80.

This isn't just a G80 with a battery – Genesis has properly engineered this as a premium electric executive saloon.

The WLTP Comb range of 354 miles means you can tackle long business trips without range anxiety, and when you do need to charge, the fast-charging capability means minimal downtime.

Inside, it's classic G80 luxury with some electric-specific touches. 

The impressive 27-inch OLED display combines instrument and infotainment systems. And you’ve got keyless operation at your fingertips, with Fingerprint Authentication on the centre console allowing you to start and drive with a touch.

The best part about electric executive motoring? 

The whisper-quiet refinement. 

Conference calls on the move become genuinely pleasant, and your passengers will appreciate the serene cabin environment. You get all the environmental benefits of electric driving without sacrificing any of the luxury or executive presence you'd expect from a premium saloon.

If you've been considering making the switch to electric but weren't sure about compromising on executive appeal, the Electrified G80 proves you don't have to.

Genesis GV70 – the premium SUV that gets everything right

The Genesis GV70 is what happens when you take everything good about premium SUVs and dial it up to eleven.

Winner of multiple design awards, the GV70 has that perfect balance of muscular presence and refined elegance. It's not trying too hard to look sporty like some SUVs – it just naturally looks good from every angle.

Step inside, and you're greeted by an interior that punches well above its price point. The dashboard layout is intuitive without being boring, and the build quality rivals anything from Germany.

The 14.5-inch infotainment screen dominates the centre console, giving you everything from navigation to entertainment at your fingertips.

Engine-wise, you've got choices. The 2.5-litre turbocharged petrol delivers 300bhp with all-wheel drive as standard, making it properly quick when you want it to be. But it's the refinement that impresses most – this is an SUV that's as happy cruising motorways as it is navigating city streets.

With generous space for five adults and a boot that'll swallow the weekly shop plus more, the GV70 is the kind of car that just makes life easier.

Perfect for families who want something a bit more special than the usual German fare.

Genesis Electrified GV70 – Electric luxury that doesn’t compromise

Take everything great about the regular GV70, add instant electric torque, and you've got the Electrified GV70.

Enjoy boost mode for a 10-second burst of maximum performance, hitting 0-62mph in just 4.4 seconds. That's properly quick, but delivered with the whisper-quiet refinement that only electric cars can manage.

An estimated range of 298 miles (WLTP Comb) means you won't be constantly hunting for charging points, and when you do need to charge, the 800V architecture means you can go from 10-80% in around 18 minutes with a rapid charger.

And the inside is just as good. A 27-inch OLED panoramic display feels really expensive, and opting for the Nappa Leather pack means Milky Way mood lighting is included for that real futuristic feel.

The best part? You get all the environmental benefits of electric driving without sacrificing any of the luxury or performance you'd expect from a premium SUV.

Genesis GV80 – the seven-seater that does luxury properly

If you need space for seven people but don't want to compromise on style or luxury, the Genesis GV80 is your answer.

This seven-seater SUV takes on the likes of the BMW X7 and Mercedes-Benz GLS, but with Genesis's distinctive approach to luxury. There’s nothing clinical here – just warmth and character.

The exterior design is imposing without being aggressive. It's got road presence in spades, but it’s all about elegance over brute force. The signature Genesis grille and sophisticated lines make it instantly recognisable as something special.

Step inside, and you're greeted by three rows of genuinely usable seating. Even the third row is spacious enough for adults on shorter journeys, and with the rear seats folded, you've got van-like cargo capacity.

The middle row is where the GV80 really shines for passenger comfort. It’s giving limousine-like luxury, with individually heated, ventilated and electronically adjustable seats. The kids (or colleagues) will actually want to come along for the ride.

If you've got a large family or frequently carry passengers, the GV80 proves you don't have to settle for a utilitarian people-mover.

Sometimes, bigger really is better.

Genesis GV60 – The electric pioneer that could be from the future

The Genesis GV60 is the stuff of sci-fi dreams – and we mean that in the best possible way.

No, it doesn’t fly, but as Genesis’s first dedicated electric vehicle, the GV60 showcases what's possible when you design a car from the ground up to be electric. No compromises, no making do with existing platforms – just pure electric innovation.

The party piece is the Face Connect system. Yes, it recognises your face and unlocks the car. No keys, no faffing about. Just walk up and the car knows it's you.

The WLTP Comb range of 348 miles means you can leave range anxiety comfortably at home.

The interior is where the GV60 really shows its electric credentials. Digital side and centre mirrors make use of strategically placed cameras to increase visibility.

And with no need for a traditional gear selector or handbrake, Genesis has created a minimalist cabin that feels genuinely futuristic with its intricately etched Cystal Sphere.

But it's not all about the tech – the GV60 is still a Genesis, which means premium materials, excellent build quality, and that distinctive design language that makes it instantly recognisable.

Ready to drive into the future? 

Genesis might be one of the newer kids on the block, but they're already proving they belong in the luxury car conversation. With their bold designs, impressive technology, and ambitious electric plans, they're not just following trends – they're setting them.

Whether you're drawn to the luxury of the G80, the practical elegance of the GV70, or the electric innovation of the GV60, Genesis has something to offer.

And with their commitment to going fully electric in line with the upcoming petrol and diesel ban, you can be confident you're choosing a brand that's thinking about the future.

If you're ready to try something different, something that combines luxury with innovation and style with substance, Genesis could be exactly what you've been looking for.

Genesis FAQs

Is Genesis still Hyundai?

No. While Genesis started out as Hyundai’s luxury offshoot, it’s evolved into its own distinct and separate brand.

Is Genesis sold in the UK?

Yes, Genesis is sold in the UK, though the ICE models are being pulled from the UK line up this year. The petrol and diesel variants can only be bought from existing stock.

Which Genesis cars have been pulled from production?

The G70, G80 and GV80 have all been pulled from production in 2025. These models are now only available for customers while pre-existing stock lasts – or on the second-hand market.