Genesis debuts luxury models at international import expo

South Korean automaker seeks success in world's largest car market

Luxury carmaker Genesis Motor is making its China debut on Tuesday at the second China International Import Expo in Shanghai, demonstrating its commitment to the world's largest car market with its latest concepts and flagship model.

"We are thrilled to stage our first Chinese appearance at the China International Import Expo, a sign of China's increasingly open embrace to the world," said William Lee, global head of Genesis.

In keeping with the expo's theme of "New Era, Shared Future", the luxury brand is showcasing three models: the fuel cell GV80 Concept, the battery-electric Mint Concept and the flagship G90 sedan, which represent the brand's vision of future mobility and luxury motoring.

Established in 2015, Genesis is a design-focused luxury brand, with its lineup composed of the flagship G90 sedan, the G80 and G80 Sport large-sized sedans, and the G70 sedan. Genesis is planning to launch its first SUV, the GV80, soon, and its first electric vehicle will be unveiled in 2021.

Its design identity of "Athletic Elegance" has attracted many industry veterans to join the company. To name a few, Luc Donckerwolke, former design director at Bentley, Lamborghini and Audi, is head of design operations, and Filippo Perini, former Lamborghini head of design, is the brand's chief designer.

Based in South Korea, the brand has operations in the United States, Canada, Australia, Russia and the Middle East and is one of the highest-ranked brands by third-party industry experts including Consumer Reports, JD Power and AutoPacific.

For the second year in a row, Genesis has won first place in the JD Power Initial Quality Study among all automotive brands in the US, and its G70 sedan has been named the North American Car of the Year.

The brand said it is planning to enter the Chinese market, where premium car and new energy vehicle sales have been rising, but it did not give a detailed schedule.

"We are excited to share our vision of design and alternative energy through the GV80 Concept, the Mint Concept and the G90 in China, which is an important market for Genesis," Lee said.

China has been the world's largest car market since 2009 and the largest market for new energy vehicles since 2015.

In the first three quarters this year, a total of 18.37 million vehicles were sold, according to statistics from the China Association of Automobile Manufacturers.

Sales of new energy vehicles including battery electric ones and fuel cell ones totaled 872,000, up 20 percent year-on-year, and accounted for more than half of the world's total new energy vehicle sales.

Consulting firm Mckinsey said in its 2019 China Auto Insights report that luxury cars and new energy vehicles will further drive the world's largest auto market, in which it believes there is still much room for growth.

Genesis models at CIIE

The brand's three models making their China premiere are the major highlights at its 400-square-meter booth at the expo.

Genesis said the GV80 Concept is the brand's first interpretation of a luxury SUV.

Powered by hydrogen fuel cell technology, it provides a glimpse of the bold future of Genesis design.

Recognizing its global impact, the GV80 Concept combines eco-performance and capability, all skillfully designed to fulfill the needs and explore the escapes of the urban adventurer, the company said.

Genesis said it will continue its research into the benefits of similar alternative propulsion systems and eco-friendly technologies for future product applications.

The Mint Concept, which was unveiled in April in New York, is designed as a two-door, two-passenger electric car meant for modern and city life.

The lightweight runabout is highly maneuverable and exhilarating to drive, according to Genesis, and features an organic design and an innovative user experience.

The interior of the Mint Concept offers ample space to stash temporary items that are essential for day-to-day life, with a focus on portability and accessibility. The rear-mounted and centered charge port facilitates connections to charging stations.

Tailored for the needs of modern city life, the Mint Concept has an estimated range of 322 kilometers per full charge, and 350-kW fast recharging. The G90 is a full-size four-door flagship sedan of the Genesis family.

As the ultimate expression of Genesis, the model's styling evolves the brand's Athletic Elegance design language, according to the company.

In front, the signature Crest Grille is flanked by Quad Lamps. At the rear, Quad Lamps symbolizing the wings of the Genesis logo wrap around from corner to corner.

The interior design is dominated by a harmonious flow of horizontal surfaces including a parallel layout which includes the air ventilation system, and audio controls which are reduced to maximize simplicity and create a more intuitive user experience.

Besides the models, the highlights of the Genesis booth at the import expo are an interactive, kinetic sculpture that describes how alternative propulsion solutions can cleanly power a vehicle, as well as digital configurators that allow visitors to explore exterior and interior options for the G90 sedan.

lifusheng@chinadaily.com.cn

Fact box

Name: Genesis Motor

Year of establishment: 2015 as design-focused luxury brand.

Design philosophy: Athletic Elegance

Country of origin: South Korea

Premiere in China: November 2019

Global head: William Lee

Portfolio: The G90 sedan, the G80 and G80 Sport midsize sedans and the G70 sedan. Forthcoming models include SUVs and new energy vehicles.

Countries and regions of operation: The United States, Canada, Australia, Russia and the Middle East.

Design facilities: Ruesselsheim, Germany; Namyang, South Korea; and Irvine, United States.

Production site: Ulsan, South Korea.

Major accolades: The Essentia Concept won an IDEA gold award in August 2019 and the iF Product Design award in February 2019.

Genesis's retail design and sound design won the "best of the best" award by Red Dot in 2018.

Genesis has won the first place in the JD Power Initial Quality Study in the US in 2018 and 2019.

The Genesis G70 was named the North American Car of the Year in February.

The Genesis G70 was named by Motor Trend as the Car of the Year in 2019.

(China Daily 11/05/2019 page19)