At the heart of Genesis lies a deep respect for Korean heritage, combined with an ambition to push the boundaries of automotive design and technology. Korean culture, which embodies both ancient tradition and cutting-edge modernity, influences every facet of Genesis’ vehicles. Hyundai’s Chief Design Officer, Luc Donckerwolke, and his team have drawn inspiration from Korea’s unique blend of timeless craftsmanship and futuristic advancements to create vehicles that reflect both beauty and intelligence. In contrast to traditional luxury brands that emphasize opulence and prestige, Genesis focuses on subtle sophistication, minimalist elegance, and an embrace of high-tech features. The brand appeals to modern luxury buyers, particularly younger consumers, by offering a new take on what luxury should be.