LOS ANGELES — Last year was rough on automakers as they struggled to maintain production and keep up with surprisingly strong demand. It was particularly rough on luxury upstart Genesis, whose U.S. sales plunged 23 percent to just more than 16,000.
The Hyundai Motor Group brand began 2020 with a splashy Miami debut of its GV80 midsize crossover, but then grappled with regulatory challenges to get the GV80 and the redesigned G80 sedan into dealerships. Delays in its planned summer launches for those two dragged into December.
But suddenly, things look different. Just as the U.S. market is emerging from the pandemic with renewed vigor, Genesis is finally spreading its wings. As the industry grapples with semiconductor shortages, Genesis is launching new models and emerging as a growing force in the luxury market.