Last month, our visit to Genesis Space Suji was the final stop in a multi-day Seoul itinerary—one that took us through a concept launch, the Seoul Mobility Show, and two locations of Hyundai MotorStudio. We arrived before 5pm, having spent the earlier part of the day jostling for a chance to shoot the facelifted Ioniq 6 and the all-new Nexo, and stepping sleepily out of the tour van, I expected nothing more than a basic showroom walkaround and a closer look at the current Genesis lineup. A footnote to a trip that was mostly about Hyundai, in other words.
Well, it turned out to be one of the highlights.
I’m definitely not the target market of any luxury brand. My only reference for high-end showrooms would be the ones I’ve been to for work back at home, but once I took in the copper-hued four-story structure, I knew immediately that the Suji facility was on a different level. I learned shortly after that the pleated exterior cladding was inspired by hanbok or traditional Korean clothing, and it was fashioned from corten or weathering steel to highlight the growing value of Genesis over time. The overall effect is imposing yet elegant, and also uniquely Korean—traits shared by Genesis cars themselves.
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The inside is luxuriously minimalist. On the ground floor, a single car—a G90 when we visited—sits in what Genesis calls the ‘exhibition hall’ against a backdrop of bare, textured concrete. The seeming simplicity of the setup only heightens the extravagance and the visual drama. As you walk further into the space, you’ll see glass panels rising three stories high on either side. Stored in the ‘car tower’ on the left are over 30 Genesis models, ready to be pulled out should a client wish to see a particular spec of paint, upholstery, or trim, or to test-drive their preferred model. Apparently, this is why Suji was chosen as the location of the showroom: It’s close enough to Seoul but far enough from the crowded city center, and the nearby freeway allows customers to better experience a car’s performance and features.
The upper floors of the dealership feature the brand’s models in various body styles, configurations, and trim levels. My favorite was the G70 Shooting Brake in a stunning blue paint job that my photography skills couldn’t do justice to. If that color isn’t to your liking, a row of doors mounted on a panel shows the other color options available.
All of this could look pretty industrial, but as with the exterior of the building, the inside of Genesis Space Suji makes use of distinctly Korean elements to differentiate itself from other luxury showrooms and make the place feel more inviting. The overhead lighting takes inspiration from hanji or Korean paper, resulting in a soft, elegant light that brings out the nuances of the cars’ paint jobs as well as the lines and curves of the bodywork. The ceiling uses elements from traditional hanok dwellings, providing a nice, balancing contrast to all the steel, glass, and concrete used in the structure.
You’ll see this finely judged balance of modern and traditional in the cars as well. One minute I’d be puzzling over some novel bit of tech (that Crystal Sphere in the GV60 is quite the showpiece), and the next I’d be marveling at how a 10-year-old car brand manages to evoke the same level of old luxury as heritage marques. Some of the color combinations I saw were completely unexpected, but then again, hanbok is just one testament to Korean artisans’ deep understanding of color harmony—I’d say they’re so good at it that they even know how to break the rules and still make it work.
Rooting its character in Korea’s rich history, culture, and traditions has allowed Genesis to develop a strong brand identity and establish itself as a proper contender in the luxury automotive scene, despite its youth. Most of the local car sales data is hidden behind a paywall, but what I’ve found is that Genesis sold over 130,000 units in its home market last year, or around a 3% increase over its 2023 performance. Meanwhile, BMW sold roughly 73,000 cars, and Mercedes-Benz racked up sales of around 66,000. Both German brands failed to beat the previous year’s numbers.
Apart from the high caliber of engineering and craftsmanship that goes into the cars, the Genesis customer experience plays a big part in attracting clients who would normally buy European. The options list for these luxury models is extensive, as you would expect, but even if you tick a lot of boxes, I was told a unit can be delivered in as little as three weeks and presented to the new owner in a special handover ceremony. Even better, the cars come at a lower price point versus their peers, all while remaining very competitive in terms of performance, build quality, and advanced features.
Our airport transfers came courtesy of a fleet of G90 units, so I briefly experienced this myself. The backseat was a plush and peaceful place to be in, with ventilated and massaging seats to pamper the occupants. The cabin looked and felt premium—it smelled premium, too—and NVH suppression was great, effectively canceling out the din of rush-hour traffic and the occasional rough spot of pavement. I don’t think I’d mind being reborn into a chaebol family to have daily commutes like this.
The current Genesis lineup is already compelling, but beautifully designed showrooms that highlight the brand’s Korean heritage and render excellent customer service are setting it apart from traditional luxury brands. This approach has worked tremendously in its home market, and it would be interesting to see how Genesis adapts this blueprint as it expands its global presence.
More photos of Genesis Space Suji:
