Genesis premium automotive brand officially launches in Canada

2017 Genesis G90 steering wheel
The Genesis luxury brand is now open for business in Canada, offering two models for sale to start. Photo by Benjamin Yong.

Have you heard the news? Last month, Canada officially welcomed its newest standalone automotive brand: Genesis.

Hyundai first announced its luxury marque offspring a year ago, which has now finally become a reality. To differentiate from the crowd, the company is promising a unique approach to vehicle shopping.

“We recognize that most every vehicle competing in the luxury segment is a well-designed product. It has to be — an excellent car is what all luxury customers expect from the outset. Genesis is different and goes beyond exceptional cars by providing a human-centred purchase and ownership experience,” said director Michael Ricciuto.

2017 Hyundai Genesis G90 customer

“Genesis will bring the brand into customers’ lives in a harmonious way, saving them time with simplified, set pricing, fully-equipped models, and the Genesis at Home concierge service for sales and service.”

Interested parties can request a representative to deliver a car directly to their home or office for a test drive, and even complete the transaction right then and there. During ownership, a similar service is offered when it’s time for scheduled maintenance, where a courtesy vehicle will be left behind for use until the work is complete.

2017 Genesis dealership

Prefer a more traditional buying process? Starting in 2017, approximately 30 “offline” stores will be popping up across the country, as well as boutique retail locations opening in select shopping centres.

At launch, consumers can choose from two sedans: the mid-size G80 and the full-size G90. There is a range of engines available: both share an optional 5.0-litre V8 producing 420 horsepower, or there’s also a naturally aspirated 311 hp 3.8 L V6 for the former and a turbocharged 365 hp 3.3 L V6 for the latter.

2017 Genesis G80 emblem

Prices are all-inclusive — meaning they will include delivery and destination charges, standard maintenance costs, satellite radio subscriptions and navigation map updates for up to five years — and start at $54,000 and $84,000, respectively.                      

For more information, visit

2017 Hyundai Genesis G80 engine cover

Posted by Benjamin Yong

Benjamin Yong is a freelance journalist and communications professional living in Richmond, B.C. He is often found writing about cars and the auto industry, amongst other things, or driving around in his work-in-progress 1990 Mazda MX-5. Twitter: @b_yong Instagram: @popuplights