Inside the Hyundai Kia industrial machine, Genesis has spent the last few years as a luxury brand that has finally found a clear identity and sustainable growth rhythm. With 2025 now in the rearview mirror, the message is hard to miss. Genesis is no longer playing the role of a scrappy challenger trying to catch up to established rivals.
It is now openly threatening to close the gap and, in some cases, to move forward. That shift is evident not just in product perception but in the kind of year-over-year volume the brand puts on board, especially as it balances sedans, SUVs, and a growing electric lineup. In a premium market where building an image takes years and buyers have endless options, Genesis has succeeded in turning design identity and value positioning into repeatable speeds.
The numbers below help explain why the conversation around Genesis has changed from “competitive newcomer” to “real competitor.”
From post-2020 dip to steady growth
Photo courtesy: Genesis.
Since 2020 and sales declines have been linked to global disruptions, Genesis has followed a steady upward trend. After selling 49,621 vehicles in 2021, the brand continued production through 2022 and 2023, then topped 75,000 deliveries in 2024.
In 2025, Genesis will surpass 82,000 vehicles, a symbolically and strategically important threshold for a brand that is only a decade old. A reputation for safety, build quality, and strong value has proven to be a meaningful advantage in a segment where buyers expect premium products but are increasingly sensitive to what they get for their money.
Infinity Pass, Lincoln Next
2025 was not an easy year for every luxury brand. Infiniti, Nissan’s premium division, ended the year with sales of just 52,846 vehicles. That puts the Genesis ahead of the Genesis by nearly 30,000 units, a clear indicator of how quickly the balance of power can shift in the premium space. Beating a brand going through a rough patch might not seem dramatic at first, but crossing the 80,000 unit mark is a major turning point for Genesis.
Another logical target is Lincoln, which sold 106,868 vehicles last year with a modest increase of 2%. If Genesis maintains an annual growth rate near 10%, that gap could narrow faster than many expect. Above Lincoln sits Acura at a little more than 133,000 vehicles, which is starting to look like a realistic mid-term goal if the Genesis continues to climb.
The leaders are still far ahead
Photo courtesy: Genesis.
At the top, the heavyweights are out of reach for now. Lexus delivered more than 370,000 vehicles in 2025, while BMW delivered 388,897. Despite a 16% sales decline, Audi also made meaningful gains by selling over 164,000 vehicles. The difference is speed. Genesis feels like a brand at the start of an offensive push rather than trying to preserve legacy status.
Product lineup and electrification roadmap
Genesis currently offers eight models, including two fully electric vehicles and six with internal combustion engines. The brand’s entry point is the G70 sedan, while the most affordable electric model is the GV60. After the end of G80 EV production, the electric lineup is focused on the GV60 and the all-electric GV70.
Genesis and Hyundai Motor Group plan to introduce Genesis hybrid models starting in 2026, and reporting suggests that the first applications could include the GV70 and GV80. Genesis has also discussed extended-range electric technology, but specific launch times and model details have not been confirmed. At the same time, Genesis continues an aggressive EV push even as the market remains divided on electric options.
GV90 and another flagship push
Photo courtesy: Genesis.
Genesis previewed the GV60 Magma as the first road-ready expression of its Magma performance program, and it’s also developing a large electric SUV previewed by the Neolun concept that’s expected to be called the GV90. Expected to be the new flagship, the GV90 is inspired by the Genesis Neolun concept and is expected to offer three rows of seats, a strong focus on aesthetics and a high-end cabin experience.
If it shares its mechanical foundation with the Hyundai Ioniq 7 and Kia EV9, it could feature a dual-motor setup with around 500 hp and an estimated range of around 310 miles on a single charge.
A decade marked by real results
Genesis marked its 10th anniversary in 2025 in the best possible way: solid market results and a clear win over a long-time rival. The German and Japanese giants still have a long way to go, but Genesis is showing a focused strategy, a strong design direction, and serious technology ambitions. The question is no longer whether Genesis can compete in the same arena as established luxury brands. This is how quickly it can really close in.
This article originally appeared on Autorepublika.com and has been republished with permission by Guessing Headlights. AI-assisted translation was used, followed by human editing and review.
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