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● By May, Genesis surpassed 30,000 units sold in the U.S... 80% of sales were SUVs, with GV80 and GV70 prices outpacing BMW and Mercedes-Benz
● Local consumers are "enthusiastic" about the "premium feel + warranty benefits"... Prices for Palisade and Telluride are also rising
● Starting in 2026, Genesis plans to introduce hybrid versions of the GV80 and G80... Shifting to a rear-wheel-based high-performance hybrid strategy
Hello.
I’m Uniji, an automotive influencer (Yukapost).
Genesis SUVs are gaining a stronger presence in the U.S. market. Despite being priced higher than BMW and Mercedes-Benz, Hyundai's premium brand Genesis has seen a sharp increase in SUV sales, changing the landscape of the North American premium SUV market.
Genesis sold over 30,000 units by May, with 80% being SUVs.
Genesis sold over 30,000 units by May, with 80% being SUVs.
According to Hyundai and industry reports, Genesis sold a total of 30,538 units in the U.S. market from January to May 2025, marking a 16.5% increase from the previous year. SUV sales dominated this figure. The mid-size SUV GV70 sold 12,966 units, achieving a 31.9% increase, while the large SUV GV80 also saw sales of 10,416 units, growing by 25.3% year-on-year.
Notably, around 80% of all Genesis sales being SUVs signals a shift in brand positioning. This aligns with the trend of SUVs rising to prominence in the premium imported vehicle market, which has traditionally focused on sedans.
GV80 and GV70 continue to sell out, even at higher prices than BMW and Mercedes-Benz.
GV80 and GV70 continue to sell out, even at higher prices than BMW and Mercedes-Benz.
Additionally, we see remarkable changes in price competitiveness. According to the automotive website Cars.com, the price of the GV80 3.5 Turbo AWD model stands at $74,300 (approximately 100,000,000 KRW), which is higher than its German competitors, the BMW X5 xDrive ($68,600) and the Mercedes-Benz GLE 450 4MATIC ($71,350). Despite a price difference of $6,700 to $2,950, sales have actually increased.
The same applies to the GV70. The price of the 2.5 Turbo model is $55,435, making it more expensive than the BMW X3 ($49,950) and the Mercedes-Benz GLC 300 ($51,250). Yet, consumers are increasingly choosing Genesis.
Experts in the automotive industry analyze that Genesis's popularity stems not from mere "value for money" but from "emotional quality." They highlight the superior and luxurious interior quality compared to German cars, along with Hyundai's advanced connectivity systems that leave a deep impression on American consumers.
Above all, Hyundai's confident warranty policy plays a significant role. Genesis offers an impressive warranty of 100,000 miles or 10 years, which is about twice as long as BMW's or Mercedes-Benz's 4-year or 50,000-80,000 mile warranties. This becomes a strong selling point for consumers concerned about maintenance costs, especially for luxury vehicles.
What does the future hold for Genesis's rise and the expansion to Hyundai and Kia SUVs?
What does the future hold for Genesis's rise and the expansion to Hyundai and Kia SUVs?
As Genesis's SUV popularity rises, the prices of SUVs from Hyundai and Kia are also trending upward. The price of the GV80 3.5 Turbo model increased from $59,000 in 2021 to $64,000 in 2023, and is projected to reach $74,000 in 2024. Similarly, the Hyundai Palisade rose from $32,000 to $38,600 during the same period. The Kia Telluride has also established itself as a premium large SUV, contributing to an overall increase in the price range and brand value of Hyundai's SUV lineup.
In response to this trend, Hyundai and Kia are also expanding their hybrid SUV lineup. This second half of the year will see the launch of the "Palisade Hybrid" in the North American market, followed by the "Telluride Hybrid" in early 2026. The market anticipates that the starting prices for these new hybrid SUVs will exceed $40,000, making them direct competitors with premium brand SUVs.
Starting in 2026, Genesis will also shift to hybrid models.
Starting in 2026, Genesis will also shift to hybrid models.
Genesis is not stopping at the success of its internal combustion engine SUVs; it is accelerating its transition to hybrids. According to the official announcements from Hyundai Group during the Q1 performance briefing in April, the GV80 hybrid and G80 hybrid are slated for sequential release starting in the second half of 2026.
These models will feature Hyundai's next-generation 2.5-liter turbo hybrid system, first applied in the Palisade Hybrid. However, they will be optimized on Genesis's dedicated rear-wheel-drive platform, enhancing performance, quietness, and driving quality to a more luxurious level.
Ultimately, Genesis's premium SUV strategy is elevating not just the brand's short-term success but also enhancing the overall brand value and profitability of the Hyundai Group. With upgraded interiors and technology, an aggressive warranty policy, and a hybrid transition strategy, Genesis is becoming a new standard in the U.S. SUV market, rather than merely a competitor to BMW and Mercedes-Benz. I appreciate your valuable opinions in the comments, and I hope you have a pleasant and happy day. This concludes my post.
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