In terms of design, Genesis has been making headlines recently – first with the gorgeous production-looking X Concepts based on the Genesis G90 at the Seoul Mobility Show, subsequently almost confirming its production status during the New York International Auto Show. Suffice to say, Genesis has been killing it, especially when talking about exterior styling.
Genesis
Genesis was initially launched as a Hyundai vehicle model – the Genesis sedan in 2004 – but in 2015, it became a standalone luxury brand in the same vein as Toyota’s Lexus or Honda’s Acura. Since then, the G90 has become a symbol of Korean luxury in a German-dominated premium market, and with new plans to take on the likes of AMG with a Magma performance sub-brand, Genesis is showing no signs of slowing.
- Founded
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2015
- Founder
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Hyundai
- Headquarters
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Seoul, South Korea
- Owned By
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Hyundai Motor Group
- Current CEO
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Jose Munoz
But Hyundai’s luxury arm isn’t just about making cars that will woo you from the outside. Part of the Genesis allure is a cabin where owners would want to spend more time in. This will continue to evolve, according to Jaeho Oh, the company’s head of interior design, and they will keep what makes current interiors great amid the digital era.
“We will maintain clutter-free interior designs while integrating key controls through AI and voice recognition. However, for safety and usability reasons, essential buttons will remain analog. The challenge will be to find the right approach to consolidate and streamline these physical controls.”
– Jaeho Oh, Genesis’ head of interior design
“Beauty Of White Space” Doesn’t Need To Be Entirely Digital
Just like what its more mainstream cousin, Hyundai, is doing, Genesis is going to keep physical buttons in its cars. The brand will continue to maximize the current “Beauty of White Space” ideology, but we’re delighted to hear that it’s not abandoning the idea of having physical controls. Obviously, the challenge with that is integrating analog buttons with Oh’s personal goal: to deliver a luxurious, immersive experience that matches the premium price.
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Oh added that Genesis aims to buck the trend of having all controls on one giant screen, prioritizing user convenience via physical buttons. Despite that, Oh believes that cars are evolving into extensions of personal living spaces due to EVs and autonomous driving, hence the introduction of swiveling seats in the Genesis Neolun Concept and expansion of AI and voice recognition usage.
Deeper Level Of Exclusivity In The Future
Looking ahead, Genesis is aware that customer expectations continue to rise, so future interiors will offer more detailed, luxurious, and exclusive experiences. That last bit is a callback to the confirmed-for-production Genesis GV60 Magma and the completely personalized One of One program, both offering the utmost exclusivity for the automaker’s most discerning customers.
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But perhaps most importantly, Oh promises that Genesis vehicles will continue to be faithful to the brand’s identity even in the future. “Ultimately, Genesis interior designs will continue to evolve in a way that allows drivers to instantly recognize the brand’s identity simply by looking at a single component,” he said.
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