- Lee to lead Genesis into next decade of global growth; promoted to Senior Vice President
Frankfurt, Germany, 18 December 2025: Genesis today announced the appointment of Sean (Sihyeok) Lee as Global Head of Genesis and his promotion to Senior Vice President, effective December 8, 2025, and January 1, 2026, respectively.
In his new role, Lee will oversee the global Genesis organisation and lead the brand into its next decade, following the celebration of Genesis’ 10th anniversary and the successful launch of the Genesis Magma program. Lee brings 25 years of automotive experience at Hyundai Motor Company, including multiple leadership roles within the Genesis brand. Since joining the company in 2000, he has worked across brand management, marketing, and product, building a broad foundation as an industry veteran.
Lee joined Genesis in August 2017, where he led product planning and operations, contributing significantly to growth in global product volume and profitability.
Since 2021, he has held several leadership roles across Hyundai and Genesis operations in North America. Most recently, he led product and business planning, playing a pivotal role in driving both quantitative and qualitative growth in Genesis’ largest overseas market.
Under his leadership, annual sales increased from 16,000 units in 2020 to 75,000 units in 2024, with 82,000 units forecasted for 2025, representing a 468 percent increase over the period.
Market share rose from 0.9 percent in 2020 to 2.7 percent in 2024, with expectations to reach 2.9 percent in 2025. Customer experience also strengthened significantly through the expansion of Genesis standalone showrooms, with nearly 90 locations anticipated by the end of 2025.
He also played a key role in the successful launches of the product enhancement models for GV70 and GV80, strengthening Genesis’ core model competitiveness in the North American market.
"Sean Lee is the right leader for Genesis at the right time," said José Muñoz, President and CEO of Hyundai Motor Company. "I have worked very closely with Sean, and I've seen firsthand his experience, drive, and discipline. He understands our customers, he understands luxury, and he understands what it takes to win. As we introduce new models, including our first hybrid and EREV vehicles, expand globally, and enter the World Endurance Championship with Genesis Magma Racing, Sean has the vision and capability to lead Genesis through its next phase of growth. I am fully confident in his ability to take our luxury brand to even greater heights."
Poised to Lead the Brand’s Next Phase of Growth
Lee will guide Genesis through a transformative period of new model introductions, including the long-anticipated flagship SUV, the first Genesis hybrid and EREV models, and the continued expansion of the Genesis Magma high-performance lineup.
“It is a tremendous honour to lead Genesis at such a pivotal moment,” said Sean Lee. “As we enter a new decade with an exciting lineup of new products, I look forward to serving our customers by strengthening our commitment to progressive luxury and driving the brand’s next chapter of global growth.”
Leadership Legacy of Mike Song
Lee succeeds Mike (Min Kyu) Song, who has served as Global Head of Genesis for the past three years. During his tenure, Song led Genesis to surpass 1 million cumulative global sales, achieving the milestone faster than any other luxury brand.
He successfully launched the Genesis Magma luxury high-performance program and expanded the brand’s global presence to 20 markets, further strengthening Genesis’ position as a leading luxury brand worldwide.
Muñoz added, "I also want to express my gratitude to Mike Song for his leadership over the past three years. He has built a strong foundation for the brand's next decade, and we wish him the very best."
About Genesis Motor Europe
Founded in Seoul, Genesis is a leader in premium electrified cars with a vibrant, distinctly Korean spirit.
Launched in Europe in 2021, the brand’s award-winning premium models offer a luxurious ownership experience, defined by advanced technologies, dynamic performance and the trademark ‘Athletic Elegance’ design philosophy. Committed to a more sustainable future, the Genesis lineup in Europe includes GV60, Electrified GV70 and Electrified G80, offering effortless refinement, intelligent features, and unique interior concepts inspired by ‘the beauty of white space’.
Headquartered in Frankfurt, Genesis Motor Europe operates in Germany, Switzerland, and the UK - as part of its ongoing market growth strategy, the brand will launch in France, Italy, Spain, and the Netherlands in 2026. Underlining its position as a design-driven performance brand, Genesis will introduce GV60 Magma, its first high performance model, and debut the Genesis Magma Racing LMDh car in the 2026 World Endurance Championship.
For more information about Genesis, please visit www.genesis.com.
