Genesis Will Finally Become a True Standalone Brand

Ending the ‘Just a Fancier Hyundai’ Era

Nobody’s doubting that Genesis builds great cars. The design, the interiors, the comfort – they’ve been strong since day one. But it’s always been tough to ignore what’s underneath: most Genesis models share their core with regular Hyundai vehicles, much like how Lexus leans on Toyota.

Sharing platforms hasn’t been a dealbreaker, but it’s kept Genesis from really breaking away in how its cars drive. The GV60, for example, uses the same E-GMP base as the Ioniq 5, and most other models are built on shared Hyundai and Kia setups. They look and feel premium, but there’s a sense of déjà vu.

That’s changing soon. Genesis has confirmed it’s rolling out a platform built from the ground up for its own cars, with the first model launching in 2027. This isn’t just about looking the part anymore – it’s about Genesis finally stepping out as a true luxury brand, not just a fancier Hyundai.

A Platform Designed Around Driving Feel and Brand Identity

Genesis’ European chief Peter Kronstadl confirmed the news to Autocar. Details are still under wraps, but the goal is clear: this isn’t just about fitting batteries or mixing and matching engines. It’s about giving Genesis a driving feel that actually stands out in the luxury crowd.

Kronstadl pointed out that Genesis needs its own platform to really dial in things like steering, chassis feel, and cabin layout. Luxury buyers expect sharp steering and a suspension that doesn’t just float along. You can only get that if you design the platform with those goals from the beginning.

The new platform won’t lock Genesis into just one type of power. It’s set up for both electric and hybrid setups, which makes sense now that Genesis is easing off its all-EV plans as demand for high-end EVs slows down in some markets.

Not Chasing Every Niche

A custom platform isn’t cheap, especially when Genesis only moved a little over 2,400 cars in Europe last year. But the brand is betting on its global reach. With over 220,000 cars sold worldwide in 2025 and a target of 350,000 a year by 2030, the numbers start to add up.

Genesis will still share some tech with the rest of Hyundai Motor Group, even if the platform is all its own. The brand isn’t going it alone, but using its spot in the group to its advantage.

What Genesis isn’t doing is chasing every possible niche. Kronstadl made it clear that adding too many models just confuses customers. The plan is to keep the lineup focused and easy to understand. This new platform is about letting Genesis establish its own identity, not about cranking out as many cars as possible.