THE EVOLUTION OF GENESIS

A Designer’s Perspective on Luxury Car Design in Los Angeles

Genesis, the luxury vehicle division of Hyundai Motor Group, is revolutionizing car design by focusing on elegance, innovation, and craftsmanship.

In Los Angeles, a city synonymous with luxury and cutting-edge design, Genesis vehicles stand out for their distinctive design language that blends sophistication with high performance. Leading this design revolution is Luc Donckerwolke, the Executive Vice President for Design and Chief Creative Officer (CCO), whose initiatives resulted in the Genesis GV80 and GV80 Coupe Concept. I had the opportunity to talk to Grace Kim and Chris Ha, who manage the interior and exterior, respectively, of the refreshed 2025 GV80 luxury SUV.

The Genesis of Design
At the heart of Genesis’ design ethos is the commitment to creating a harmonious blend of art and technology. This approach is evident in every aspect of all their vehicles, especially from the sleek exterior lines. Chris Ha showed me how incorporating very slim chrome trims on the side of the GV80 resulted in a flowing line that ties the front and back of the vehicle when we are looking at it from its side. This design language is characterized by fluid, organic lines that create a sense of motion even when the car is stationary. The signature “Crest Grille” and “Quad Lamp” headlights instantly distinguish Genesis vehicles from other luxury brands. These design features enhance the car’s aesthetic appeal and improve aerodynamics and performance. Definitely, I can “see” a dynamic elegance as the GV80 stands in front of me.

Crafting Luxury in Los Angeles
Los Angeles, known for its vibrant culture and avant-garde design scene, is a perfect backdrop for Genesis’ innovative approach to car design. The city’s diverse architectural styles and artistic influences inspire the Genesis USA design team to encourage creativity. This is particularly evident in the newest brand’s flagship model, the GV80. For a relatively new brand, Genesis has paid meticulous attention to detail, with designers drawing inspiration from various elements of art, fashion, and architecture to create visually stunning vehicles that provide a functionally superior experience.

Creating an ambiance.
I also spoke to Grace Kim, who manages the vehicle’s Color, Material, and Finish department. From the paint colors to the texture of the interior surfaces, there is a lot of hands-on work to find a rich and colorful combination that appeals to all our senses. Genesis cars are designed to evoke an emotional response. The Korean manufacturer’s approach is based on Son-Nim. It embodies the brand’s unique take on the traditional Korean approach to hospitality, where individuals are treated as “cherished guests.”

As I explore the interior, I am immediately captivated by the rich feel of quality. The Smokey Green and Ultramarine blue two-tone upholstery are first class. The latter one offers white leather with blue napa panels and slim blue stitching that enhances the interior space. But what truly sets the GV80 apart is its unique paneling. One in particular combines compressed recycled newspaper and layers of neutral-tone wood, creating a surface like no other. This innovative approach not only enhances the car’s aesthetic appeal but also minimizes environmental impact. Another standout feature is the use of a basalt thin wire to create a pattern on panel surfaces. These thoughtful touches distinguish Genesis from traditional luxury brands.

All together
From luxury seating, a bespoke fragrance system, and anti-microbial features through to the luxury materials, award-winning audio system, the new GV80 offers a distinctly Korean approach and embraces the four key senses of touch, sound, sight, and smell. At Genesis, car design is a comprehensive process that considers every element from the initial sketch to the final product. This meticulous approach involves extensive research in colors, materials, and textures, with designers collaborating closely with engineers and technologists to ensure that each vehicle meets the highest standards of quality. This commitment to excellence is what sets Genesis apart in the luxury car market.

The Future of Genesis Design
As Genesis continues to evolve, the brand remains committed to offering something different. Building on the foundation of dynamic elegance, incorporating even more advanced technologies and sustainable materials. In Los Angeles, a city that epitomizes the future of automotive design, Genesis seems poised to lead the way with its visionary approach. In a very short time, Genesis has established itself in the luxury car design. The brand’s unique design language has set it apart in the competitive luxury car market. In Los Angeles, a city known for its love of luxury and design, Genesis cars are being discovered by people who want more than just a badge on their cars. Genesis’ journey is just beginning, and I look forward to seeing the next wave of products.