Genesis, the luxury marque of Hyundai Motor Company, is preparing to shake up the premium automotive market in 2026 with the launch of up to five new models according to a report from ETNews. The lineup includes a cutting-edge all-electric flagship SUV, advanced hybrid sedans and SUVs, and the brand’s first Extended-Range Electric Vehicle (EREV)—marking a strategic evolution from an all-BEV focus to a diversified powertrain strategy.
Genesis Strategy: Balancing Luxury, Demand, and Electrification
As global EV demand temporarily plateaus, Genesis is responding with a balanced product mix. Rather than scaling back, the brand is broadening its lineup with hybrid electric vehicles (HEVs) and EREVs to meet market demand while optimizing profitability. This move complements Hyundai Motor Group’s long-term electrification goals, while providing flexibility in key global markets.
GV90 EV: The New Electric Flagship SUV
Leading the 2026 launches is the highly anticipated Genesis GV90, an ultra-luxury all-electric SUV positioned to rival the Mercedes-Benz EQS SUV and Cadillac Lyriq. As Genesis’ technological showcase, the GV90 will debut Hyundai Motor Group’s next-generation EM platform, delivering:
- Over 50% increased driving range compared to current EVs
- A software-defined architecture enabling Level 3+ autonomous driving
- Premium interior and performance features
- Estimated pricing above ₩100 million (~$72,000 USD)
The GV90 is set to enter mass production in 2026 at Hyundai’s Ulsan EV Plant.
GV80 HEV: Genesis’ First Hybrid SUV
In Q3 2026, Genesis will introduce the GV80 HEV, its first hybrid SUV, powered by a newly developed 2.5L hybrid powertrain. Initially planned as a full EV update, the GV80’s electric model has been postponed to 2028, making the hybrid variant the interim evolution for this premium SUV.
The GV80 HEV targets environmentally conscious buyers looking for fuel efficiency without sacrificing luxury or performance.
G80 HEV and GV70 EREV: Expanding Electrified Choices
In Q4 2026, Genesis will simultaneously debut the G80 HEV—a refined hybrid variant of its executive sedan—and the GV70 EREV, an extended-range electric SUV designed for North America and China.
The GV70 EREV uses a compact gasoline engine to generate electricity and recharge the battery, enabling EV-like driving without the need for a large battery pack. Benefits include:
- Lower production costs
- Improved range flexibility
- Better affordability compared to full EVs
This model will be produced at Genesis’ U.S. manufacturing facility, reinforcing the brand’s localization strategy. The GV70 HEV, a model that will probably be available only in South Korea will follow in early 2027, rounding out Genesis’ midsize electrified SUV offerings.