Attached to the January issue of Auto&Design is a special monographic that celebrates ten years of Genesis design, retracing the stylistic evolution of a brand that in just one decade has been able to build a strong and recognizable identity in the global premium scene. A path that today finds a natural extension with the official debut of Genesis on the Italian market, bringing a vision of luxury in which design is not ornament, but substance.
Founded in Seoul in 2015, Genesis is the first high-end automotive brand born in South Korea. At the heart of his approach is the traditional hospitality concept “Son-nim”, which considers the customer as a guest of honour. A principle that translates into a complete, coherent and deeply well-being-oriented premium experience, from the showroom to the product, up to the service. The brand’s identity can be summed up in the “Disruption, Refined” vision: questioning the consolidated codes of the premium segment and shaping change with elegance, respect and awareness. A philosophy that takes shape in the “Athletic-Elegance” design language, the heart of Genesis design. The surfaces are clean, the proportions balanced, the lines taut but never aggressive. The result is a style that constantly dialogues between elegance and athletic character, capable of transmitting dynamism even when the car is stationary, without resorting to formal excesses.
The same attention is found in the interiors, conceived as natural spaces to be experienced. Carefully selected materials – leathers, fabrics and soft surfaces – are combined with a refined management of colors and lights. Every detail, even the least visible, is designed to be pleasant to the touch and contribute to a widespread sense of comfort. Advanced technologies are discreetly integrated, accompanying the experience without ever overpowering it. For the debut in Italy, Genesis offers a range of three 100% electric models: GV60, a compact and sporty C-SUV with a strong stylistic personality; Electrified GV70, elegant and spacious D-SUV; and Electrified G80, a representative sedan that fully expresses the brand’s vision of sober luxury.
“The arrival of Genesis in Italy is a great opportunity to introduce customers in our country to a new concept of premium experience. From the point of view of the product, certainly, with a range of models that represents the quintessence of Korean quality, but also from the service, from the attention we want to dedicate to the customer throughout the duration of the possession. We Italians are attentive to design and style and certainly with Genesis we have a lot to tell them. A range of products that stands out for its personality and that satisfies in daily use. Great attention to detail and innovations that concretely elevate the user experience.” said Francesco Calcara, President & CEO Genesis Italia.
