Hyundai Motor Group Chairman Chung Eui-sun said at the unveiling of Genesis' large electric sport-utility vehicle (SUV) GV90, "True luxury is not something standardized." It is interpreted as a pledge to present luxury that customers can feel is valuable, not based on price.
On the 19th (local time), after the Genesis GV90 world premiere event in San Francisco, Chung met with reporters and said, "If, depending on the person, they feel far more value for the price and feel it helps their life, I think that is true luxury," stating accordingly.
He added, "To achieve that, quality must be good and it must be safe," and "When money is paid, you have to deliver that value beyond expectations."
Genesis unveiled the GV90, the brand's first large electric SUV, on this day. With the world's first independently opening and closing coach doors and Hyundai Motor Group's largest-ever battery capacity, Genesis marshaled its luxury philosophy and electrification technology capabilities. It has been about three years since Chung personally attended a global new car launch event, following the IONIQ 5 N in the United Kingdom in Jul. 2023.
That day, Chung said of how to elevate brand value, "It's important to make safe, good cars," and added, "It's not decided by price alone; what matters is how satisfied the people who drive them are and how much it can help their lives." He also said, "That's where brand value comes from, so we have to work hard, and there is still a long way to go."
He said, "While making the GV90, there were many tough problems we actually couldn't solve at first, and there were parts we were trying for the first time, so everyone worried a lot," adding, "We said we had to achieve this to step up another level, so we pulled together, worked hard, and solved them. I hope that yields good results."
Back in 2015 at the Genesis brand launch event, Chung presented the goal of "developing eco-friendly cars that can get ahead of competitors." On this, Chung said, "For EVs, there are many parts like the battery and motor that need reinforcing, and hydrogen fuel cell electric vehicles are just beginning," adding, "I think there is a long way to go."
On the group's electrification strategy, he said, "We are researching all-solid-state batteries, and once this part yields results, we can move to more efficient areas," and added, "Hybrids and extended-range electric vehicles (EREVs) seem promising, so we plan to do a lot with EREVs."