Genesis is making a name for itself in the US luxury market with a bold style and high-quality design. The luxury Genesis brand is outpacing rivals, closing in on Porsche and Land Rover in sales as its all-electric models expand into new states.
After launching in the US in late 2016, Hyundai’s luxury division, Genesis, is making its presence known in a big way.
After overtaking Nissan’s Infiniti luxury brand in 2022, Genesis is aiming for more. Genesis sales have grown from less than 7,000 in 2016 to over 69,000 last year, according to data from CNBC. The brand’s closest rivals include Porsche (75,415), Land Rover (71,727), Lincoln (81,818), and Volvo (128,350).
Genesis believes the momentum will continue with double-digit sales growth annually over the next few years.
A big reason for the optimism is Genesis’ electric vehicles. Genesis sells three electric vehicles in the US: the GV60, Electrified GV70, SUV, and Electrified G80 sedan.
According to Cox Automotive data, Genesis sold 6,403 EVs in the US in 2023, up 283% from 2022 and outpacing rivals Lexus and Lucid.
Left to right: Genesis GV60, Electrified GV70, and Electrified G80 (source: Genesis)
In March, Genesis revealed the stunning Neolun concept, previewing its first full-size luxury electric SUV. It will serve as the brand’s tech beacon, featuring “innovation that exceeds conventional standards.”
Genesis Neolum full-size electric SUV concept (Source: Hyundai Motor)
Genesis expands EV availability to outpace luxury rivals
Genesis also revealed the GV60 Magma, the first vehicle for its new high-performance brand. The sportier Magma brand is designed to spread awareness and boost sales.
Each of Genesis vehicles will get a performance Magma upgrade as it looks to grow the brand. Genesis Magma will rival Mercedes-AMG, which previewed its first high-performance EV earlier this year.
Genesis GV60 Magma next to other high-performance vehicles (Source: Genesis)
Meanwhile, Genesis announced Tuesday that its electric models are now available in 37 US states. That’s up from 33 last October, with the GV60, Electrified GV70, and Electrified G80 available in Alabama, Kansas, Oregon, and Rhode Island. Genesis EVs are now available in:
Alabama
Arizona
Arkansas
California
Colorado
Connecticut
Florida
Georgia
Hawaii
Illinois
Indiana
Louisiana
Maryland
Massachusetts
Kansas
Kentucky
Michigan
Minnesota
Missouri
Nebraska
Nevada
New Hampshire
Ohio
Oklahoma
Oregon
New Jersey
New York
North Carolina
Pennsylvania
Rhode Island
South Carolina
Tennessee
Texas
Utah
Virginia
Washington
and Wisconsin
Genesis Motor North America COO Claudia Marquez said, “This latest phase of growth allows for even more customers to discover our award-winning EV lineup.”
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Genesis is gearing up to launch the stunning new flagship SUV. Ahead of its official debut, the GV90 leaked during an internal presentation, revealing our first look at the ultra-luxe electric SUV.
Genesis GV90 leak reveals coach doors and more
The GV90 is arriving as the largest, most luxurious Genesis SUV to date. Based on the Neolun Concept, the new flagship SUV will sit above the GV80 as Genesis expands into new segments.
As Genesis calls it, the “ultra-luxe, state-of-the-art SUV” stole the spotlight at the New York Auto Show last March.
It wasn’t the stunning, reductive design inspired by Korea’s moon-shaped porcelain jars or the premium Royal Indigo and Purple silk materials that caught most people’s attention at the event, but the B-pillarless coach doors.
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The SUV was showcased with Rolls-Royce-like coach doors, offering a new level of luxury for Genesis. Although we’ve seen the GV90 spotted out in public testing a few times now with coach doors, we wondered if they would make it to the production model.
The Genesis Neolun electric SUV concept, a preview of the GV90 (Source: Genesis)
After the full-size SUV reportedly leaked during an internal presentation, it looks like we’ve found our answer. The Genesis GV90 leak reveals two versions: a standard model and a coach-door model.
The leaked images from our friends at ShortsCar offer our first look at the production version in full. Earlier this month, a GV90 prototype was spotted out in public with the coach doors wide open, providing a sneak peek of the interior.
From what was shown, the cabin will feature a similar layout to the concept, with high-end purple and indigo materials. The GV90 was also caught with an all-black interior, which is expected to be the standard version.
A new video from the folks over at HealerTV offers a closer look at the breathtaking interior ahead of its official debut.
The GV90 appears to retain the gear selector located near the top of the steering wheel from the Neolun concept.
Another report, from TheKoreanCarBlog, confirms the new gear selector after the first interior spy shots surfaced.
From what we’ve seen so far, the GV90 is shaping up to be a near replica of the ultra-luxe Neolun concept. Genesis has yet to announce a launch date for the GV90, but it is expected to make an official debut by the end of the year with sales starting in mid-2026.
Prices and final specs, like driving range, will be revealed closer to launch, but the Genesis GV90 is rumoured to be the first vehicle to ride on Hyundai’s new eM platform.
Hyundai said the new platform will deliver a 50% improvement in range compared to its current E-GMP-based EVs, such as the IONIQ 5. It’s also expected to offer Level 3 autonomous driving as well as other advanced driver assistance system (ADAS) features.
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Turning cheap daytime solar into electricity you can actually use at night just got a lot cheaper. A new analysis from energy think tank Ember shows that utility-scale battery storage costs have fallen to $65 per megawatt-hour (MWh) as of October 2025 in markets outside China and the US. At that level, pairing solar with batteries to deliver power when it’s needed is now economically viable.
Battery storage costs have fallen dramatically over the past two years, and the decline continues. Following a steep decline in 2024, Ember’s analysis indicates that prices continued to fall sharply again in 2025.
The findings are based on real-world data from recent battery and solar-plus-storage auctions in Italy, Saudi Arabia, and India, as well as interviews with active developers across global markets.
According to Ember, the cost of a whole, grid-connected utility-scale battery storage system for long-duration projects (four hours or more) is now about $125 per kilowatt-hour (kWh) as of October 2025. That figure applies to projects outside China and the US. Core battery equipment delivered from China costs around $75/kWh, while installation and grid connection typically add another $50/kWh.
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Those lower upfront costs have pushed down the levelized cost of storage (LCOS) to just $65/MWh. Ember’s calculation reflects real-world assumptions around financing costs, system lifetime, efficiency, and battery degradation.
Cheaper hardware isn’t the only reason storage costs are falling. Longer battery lifetimes, higher efficiencies, and lower financing costs, helped by clearer revenue models such as auctions, have all contributed to the sharp drop in LCOS. Ember has published a live calculator alongside the report, allowing users to estimate LCOS using their own assumptions.
Why this matters comes down to how solar is actually used. Most solar power is generated during the day, so only a portion needs to be stored to make it dispatchable. Ember estimates that if half of daytime solar generation is shifted to nighttime, the $65/MWh storage cost adds about $33/MWh to the cost of solar electricity.
With the global average price of solar at $43/MWh in 2024, adding storage would bring the total cost to about $76/MWh, delivering power in a way that better matches real demand.
As Ember global electricity analyst Kostantsa Rangelova put it, after a 40% drop in battery equipment costs in 2024, the industry is now on track for another major fall in 2025. The economics of battery storage, she said, are “unrecognizable,” and the industry is still adjusting to this new reality.
“Solar is no longer just cheap daytime electricity; now it’s anytime dispatchable electricity. This is a game-changer for countries with fast-growing demand and strong solar resources,” Rangelova added.
Together, solar and battery storage are increasingly emerging as a scalable, secure, and affordable foundation for future power systems.
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In the Electrek Podcast, we discuss the most popular news in the world of sustainable transport and energy. In this week’s episode, we discuss a very telling Tesla Optimus fail, Rivian’s AI/Autonomy day, Mercedes GLB EV, and more.
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