- Genesis spun out of Hyundai in 2015 and has expanded from sedans into SUVs, EVs and performance cars, posting five straight years of record global sales.
- Executives say a "startup mindset" — small, scrappy teams that grew from ~37 to ~200 people — lets Genesis pivot quickly and move fast.
- Backed by Hyundai's huge manufacturing, design and logistics muscle (but occasionally shuffled for Hyundai priorities), Genesis gets scale without being a true startup.
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