Genesis Discontinues Electrified G80 in US Market
Genesis, the luxury automotive brand, has made a decisive move to streamline its electric vehicle offerings in the United States, withdrawing the Electrified G80 sedan from its lineup. This strategic shift underscores the manufacturer's agility in responding to dynamic market forces and consumer preferences. Despite an earlier attempt to bolster the model with significant upgrades, the vehicle's market performance in North America did not meet expectations, prompting its quiet removal from the brand's official online presence. The company's focus now sharpens on its more successful SUV electric models, signaling a recalibration of its electrification strategy for the American consumer base.
The Genesis Electrified G80 initially entered the US market during the first half of 2023, aiming to carve out a niche in the burgeoning luxury electric sedan segment. However, the model faced an uphill battle in achieving substantial sales figures. Recognizing the lukewarm reception, Genesis had previously unveiled an enhanced version of the Electrified G80, touting a more generous driving range, an expanded interior, and elevated luxury features, positioning it as a flagship offering. Despite these concerted efforts to refine and elevate the vehicle's appeal, the anticipated surge in demand did not materialize, particularly within the US market.
As confirmed by the automaker to a prominent automotive publication, the Electrified G80 sedan is no longer available for purchase in North America. This decision is reflected by its absence from Genesis's official US website, which now exclusively showcases the GV60 and the Electrified GV70. Genesis articulated that all corporate decisions are made with the customer at the forefront, emphasizing their commitment to flexibility in navigating changing consumer demands and market dynamics. This rationale provides insight into why a model with insufficient traction might be phased out to prioritize offerings with stronger market resonance.
The 2024 Electrified G80 represented the sedan's final model year, with plans for a 2025 iteration in the US never coming to fruition. Equipped with an 87 kWh battery, the vehicle initially offered an EPA-estimated range of 282 miles. While an updated version in Korea featured a larger 94.5 kWh battery and an increased range of 295 miles, it still contended with established rivals such as the Lucid Air and Tesla Model S, which often boast superior range capabilities. Sales figures for the Electrified G80 highlight its struggle: merely 397 units were sold in 2024, with only 77 units moving in the first half of 2025. In contrast, competitors demonstrated significantly higher sales volumes, underscoring the G80's challenging position in a competitive landscape.
Despite avoiding the maximum 25% tariff on imported vehicles, Korean automakers, including Genesis, still face a 15% duty, adding another layer of complexity to their market strategy. Given its status as Genesis's slowest-selling electric vehicle, its discontinuation is a logical step in optimizing their product portfolio. Concurrently, with the impending expiration of the $7,500 federal tax credit at the end of September, Genesis is actively promoting significant incentives on its remaining EV models. For instance, the 2025 Electrified GV70 is being offered with an $18,000 EV Lease Bonus, and the 2025 GV60 comes with a $13,750 bonus, with lease prices beginning as low as $389 per month. These aggressive promotions aim to capitalize on the remaining window for federal incentives and invigorate sales of their more popular electric SUV lines.
In a strategic business decision, Genesis has opted to cease the sale of the Electrified G80 in the US. This move reflects an agile response to market realities and a dedication to focusing resources on electric models that resonate more strongly with American consumers, ensuring the brand's sustained competitiveness in the rapidly evolving electric vehicle sector.