Hyundai Motor Group's luxury brand Genesis is expanding its presence in the U.S. market. In the heart of Manhattan, New York, the brand is establishing itself by showcasing a blend of Korean cuisine and art, going beyond mere car sales.
Upon entering the Genesis House New York showroom on October 2, the first thing that catches the eye is the GV90 Neo-Lune First Edition, Genesis's flagship electric sports utility vehicle (SUV).
This model features coach doors that open towards each other, eliminating the B-pillar in the center of the vehicle. It was first unveiled in August in San Francisco and is a limited edition, with only 222 units produced worldwide.
The four-seat interior is designed with electric rotating seats, allowing passengers to face each other. The floor incorporates a wood finish inspired by Korea's traditional ondol heating system, transforming the vehicle from a simple mode of transportation into a relaxing space.
Yoo-jin Son, the manager of Genesis House, stated, "The response to the GV90 has been enthusiastic. Both locals and Korean visitors during the holiday season have shown particular interest."
Since the GV90's debut, foot traffic to Genesis House has increased as people come to see the new vehicle. Since entering the U.S. market in 2016, Genesis has sold a total of 469,747 vehicles as of last month. Last year, the brand sold 82,331 units, surpassing the 80,000 mark for the first time. Genesis has also set annual sales records in the U.S. for five consecutive years since 2021.
Genesis House New York is not just a venue for displaying and selling vehicles. It serves as a global cultural space where visitors can experience cuisine and art. The first floor features a dedicated area where customers can see and touch vehicle exterior colors and leather materials, while the second-floor restaurant offers modern interpretations of traditional Korean dishes.
The venue is also utilized for cultural and artistic engagement. From June to last month, a special exhibition titled "Manifesting Marilyn" was held to celebrate the 100th anniversary of Marilyn Monroe's birth. During the exhibition, up to 2,000 visitors per day visited Genesis House.
* This article has been translated by AI.
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