Electric Cars

Genesis has strategically expanded its global presence by unveiling an 80,000-square-foot design studio in El Segundo, California, solidifying its commitment to becoming a premier luxury car manufacturer. This new hub, named Genesis Design California, will operate as a critical Western design center, complementing existing facilities in Seoul and Frankfurt. This multi-continental setup allows for a continuous 24-hour design cycle, fostering uninterrupted creativity and collaboration. The studio is equipped with cutting-edge tools, including advanced modeling and visualization technologies like full-size clay milling machines, 3D printers, digital scanning suites, and a dedicated color, materials, and finish (CMF) laboratory. A team of over 40 designers will conceptualize and develop everything from production vehicles and future concept cars to innovative robotics and immersive virtual brand experiences. Luc Donckerwolke, Genesis's Chief Creative Officer, highlighted the studio's role as a creative sanctuary, emphasizing that design is intrinsically linked to the brand's identity and vision.

The choice of Southern California for this significant investment is deliberate, as the region's vibrant car culture offers unique advantages. The natural lighting and climatic conditions provide an ideal environment for evaluating vehicle designs, while the proximity to luxury and electric vehicle competitors allows Genesis to remain attuned to the evolving preferences of the American market. The studio's architecture reflects Genesis's design philosophy of \"Athletic Elegance,\" featuring a minimalist layout, abundant natural light, and sustainable materials. This strategic move also underscores Genesis's ambition to differentiate itself further from its parent company, Hyundai, by cultivating an independent design identity that caters specifically to Western aesthetics and expectations. By establishing a robust presence in California, Genesis aims to accelerate its luxury market aspirations in the U.S.

This new design center's opening coincides with a crucial period for Genesis, as the brand continues to advance its SUV lineup and prepares for future innovations. The refreshed GV80, a flagship model, exemplifies Genesis's commitment to premium status through enhanced design, superior cabin materials, and advanced safety features. The imminent arrival of an electrified GV80 further highlights the brand's focus on integrating performance and efficiency with uncompromised luxury, a process in which the El Segundo design team will undoubtedly play a pivotal role in shaping its aesthetic and emotional appeal. Moreover, the brand's high-performance Magma division is rigorously testing its 700-horsepower halo SUV, demonstrating a clear convergence of design and performance that will define Genesis's next chapter.

The El Segundo studio transcends a mere office expansion; it represents a profound declaration of Genesis's strategic vision. The company believes that exceptional design, alongside engineering prowess, will be the cornerstone of luxury in the next generation. In an automotive landscape increasingly dominated by electrification, the ability to seamlessly blend emotional appeal, meticulous craftsmanship, and cutting-edge technology will distinguish emerging luxury brands from established players. By integrating itself into California's dynamic creative ecosystem, Genesis is strategically positioning design as its primary competitive advantage, signaling a future where its vehicles are conceived, refined, and styled with a direct connection to its most influential global audience.

Genesis marks its tenth anniversary with the grand opening of a dedicated design studio in Southern California, signaling a significant step towards reinforcing its luxury brand identity. Previously, Genesis designers shared facilities with Hyundai, but now, this 80,000-square-foot standalone studio in El Segundo provides a bespoke environment for its 45-member team. The strategic location near LAX airport, combined with architecture that embraces the Californian climate through expansive glass ceilings and serene internal courtyards filled with drought-resistant plants, cultivates a calm and inspiring workspace. This emphasis on natural light and tranquil surroundings is intentionally designed to counteract the visual strain of screen-intensive design work, as highlighted by Hyundai Motor Group's chief creative officer, Luc Donckerwolke.

The studio's innovative layout extends to its practical applications, with open courtyards allowing designers to assess models and concepts under natural light, revealing nuances not visible indoors. David Briggs, who heads the modeling studio, emphasized the importance of viewing designs from various distances, noting that \"lines look different from far away.\" Inside, two large clay milling machines operate in a spacious, white studio, enabling the rapid creation, scanning, and digital transmission of models across international teams in Germany and Korea. This seamless digital workflow ensures all global team members remain current with design modifications, maintaining a continuous cycle of development and refinement. The studio also showcases playful touches of company pride, such as incorporating a production Genesis differential into the door mechanism of the milling room and integrating Korean traditional design into material mood boards, reflecting a blend of heritage and contemporary luxury.

While enjoying its newfound independence, the Southern California studio maintains strong collaborative ties with its global counterparts. Donckerwolke elaborated on a competitive yet collaborative model where distinct design ideas are developed simultaneously across the three studios. Once a final direction is chosen, digital files are seamlessly transferred across time zones, ensuring that design and analysis continue around the clock. This relentless pursuit of innovation extends to the new performance-focused Magma lineup. Donckerwolke's ambitious proposal for Magma, initially met with a pause, ultimately received approval with the directive that these performance enhancements must positively influence the safety and quality across all Genesis vehicles, embodying a philosophy where cutting-edge advancements uplift the entire product range.

This pioneering spirit at Genesis's new design studio embodies the relentless pursuit of automotive excellence. By blending advanced technology with thoughtful design principles and fostering a collaborative global network, Genesis is not just creating cars, but shaping the future of luxury mobility. The commitment to integrate high-performance innovations into the broader vehicle lineup demonstrates a dedication to elevating standards for all consumers, proving that true innovation serves a greater purpose than mere spectacle.