Genesis says its approach to growth is centered on design innovation, multiple powertrain options, and expanding its brand identity rather than relying solely on sales volume. In an interview with Autoblog, Genesis North America Chief Operating Officer Tedros Mengiste outlined how the luxury automaker is using concept vehicles, upcoming hybrid models, and a broad product strategy to shape its future.

Genesis Says Its Youth Gives the Brand More Creative Freedom

Genesis has recently showcased several concept vehicles, including the Magma GT Concept, a V8 supercar with a distinctive interior, and the G90 Wingback Concept, a wagon version of the brand’s flagship sedan.

According to Mengiste, the company’s relatively young history allows it to pursue ideas without being limited by long-established traditions.

“As a younger brand, we are untethered from legacy. Recent concepts like the Magma GT and Box Buggy are not simply design studies – they are a sign of what’s possible and where we see the market shifting,” Mengiste said.

He added that concept vehicles play a key role in expressing Genesis’ long-term direction.

“Concept cars are an opportunity to express Genesis’ vision and brand trajectory. They give us the freedom to explore new directions in design, performance, and technology while reinforcing the identity we are building. We will continue to introduce concept vehicles as part of our broader brand-building effort. They reflect our commitment to being audacious and forward-thinking, while demonstrating the pace, creativity, and clarity of vision that differentiate Genesis.”

Genesis Continues to Invest in Sedans

Although sedans are no longer the most popular vehicle segment in 2026, Genesis says they remain an important part of its lineup.

“Sedans remain an important part of our business. G70 serves as a strong entry point into Genesis, offering a compelling balance of performance, technology, and everyday driving,” Mengiste said.

At the top of the lineup, the G90 continues to serve as the flagship model, competing with vehicles such as the BMW 7 Series and Mercedes-Benz S-Class while carrying a starting price of $92,700.

Mengiste described the G90 as an important representation of the Genesis brand.

“The award-winning G90 is a clear expression of our Athletic Elegance design language. It combines comfort, advanced technology, and refined craftsmanship in a way that helps define the upper boundary of the brand. In doing so, it creates a halo effect that extends across the entire lineup.”

Genesis sold 1,656 G90 sedans last year, but the company has continued developing multiple concepts based on the platform.

“The G90 Wingback, G90 Convertible Concept and others are not just explorations of design—they are intentional statements about where the brand can go and how we continue to evolve. They allow us to elevate perception, introduce new ideas, and reinforce the character of Genesis in a way that resonates beyond a single product,” Mengiste said.

“These efforts help us build a more distinct brand, while ensuring that every vehicle in the lineup benefits from that broader vision.”

Hybrid Models Will Join the Genesis Lineup

Genesis currently sells vehicles powered by internal combustion engines and fully electric powertrains, but the brand says hybrid models will begin arriving later this year.

Mengiste said Genesis does not believe the industry is moving toward a single powertrain solution.

“We do not see the industry evolving in a one-size-fits-all direction. Customers have different expectations, use cases, and priorities, and our responsibility is to meet them where they are with compelling, well-executed products,” he said.

The company plans to pursue a multi-powertrain strategy that includes internal combustion engines, hybrids, and electric vehicles. According to the report, that strategy may also involve bringing back a V8 engine in the Magma GT.

Genesis Sets Its Sights on Continued Growth

Genesis recorded its best sales year in 2025, delivering 82,331 vehicles in the United States.

The GV70 led the lineup with just over 35,000 units sold, followed by the GV80, including the GV80 Coupe, with just under 24,000 units. The G70 ranked third with approximately 11,000 sales.

Mengiste said the company’s growth strategy extends beyond increasing sales volume.

“Our focus is clear: to continue growing Genesis as a global brand while strengthening awareness and consideration among customers who may not have considered us in the past,” he said.

“For us, growth is not defined by volume alone. It’s about expanding the brand with intention—through new products, advanced technologies, and differentiated customer experiences.”

More New and Updated Models Planned by 2030

Genesis plans to introduce 22 new or significantly updated models by 2030, including the GV60 Magma, which will become the company’s first high-performance model.

The automaker says its future strategy will combine new products, expanding powertrain options, and continued brand development as it broadens its lineup in the years ahead.