Genesis wants to move like a startup. Hyundai gives it the muscle to scale like an auto giant.

Genesis Motor North America operates with a "startup mindset" despite being backed by the multibillion-dollar Hyundai Motor Group. The brand's executives noted that combining the agility of a young company with the resources of an auto giant has facilitated rapid growth and success. This combination of operational freedom and corporate backing helps Genesis expand its portfolio to include sedans, SUVs, and EVs.