Overview

Genesis entered luxury at the moment the definition of luxury began to shift. In an era when silence, smoothness, software, and service can matter as much as horsepower and heritage, Genesis has used electrification to compress a journey that traditionally took premium brands decades to complete. This book follows that strategy in full daylight-how a newer marque built inside Hyundai Motor Group uses EV-specific strengths to compete on what customers actually experience: refinement, charging confidence, digital usability, and ownership support. Across the GV60, Electrified GV70, and Electrified G80, the story is not framed as a technology race for its own sake, but as a contest over the daily standard of premium life. The chapters trace how Genesis established credibility before EVs, what ""competing with the Germans"" means in practical product and retail terms, and how design identity and engineering discipline are translated into quiet competence. The book also examines how regional realities-Europe's scrutiny, America's lease-driven economics, and Korea's demanding domestic expectations-shape strategy and execution, and why sustainability and accountability increasingly sit inside the definition of modern luxury. The result is a fact-based narrative of a premium challenger attempting something rare: building a luxury reputation in the EV era without relying on a century of brand mythology. The measure throughout is verification-what owners can see, feel, and live with-rather than promises.

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9781970852837

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