Genesis Motor America has launched its “Genesis Cares” initiative, locking in Manufacturer’s Suggested Retail Prices (MSRP) across its entire U.S. vehicle lineup through June 2, 2025 — a two-month price protection plan designed to shield customers from market volatility and potential tariff impacts.
The move comes amid heightened uncertainty in the auto industry following the Biden administration’s decision to impose a 102.5% tariff on Chinese electric vehicles. Genesis’ action underscores its broader $21 billion U.S. investment strategy and its growing local manufacturing footprint.
“American consumers are already navigating enough economic uncertainty. They shouldn’t have to worry about sudden car price increases,” said José Muñoz, President and Global CEO of Genesis. “By freezing prices, we’re offering peace of mind while continuing to invest billions and create jobs across the country.”
The initiative applies to all new Genesis purchases and leases, including EV models such as the GV60 and the flagship GV80 SUV.
The announcement coincides with Hyundai Motor Group’s expanded U.S. production capabilities. The recently opened Georgia Metaplant — a $12.6 billion facility with an annual capacity of 500,000 vehicles — will eventually produce Genesis EVs. The brand also manufactures the GV70 and Electrified GV70 at its Alabama plant.
Tedros Mengiste, COO of Genesis North America, emphasized the company’s service-driven philosophy. “We treat every customer as ‘son-nim’ — our honored guest,” he said. “That means offering consistent premium service, no matter what’s happening in the broader market.”
So far, the strategy appears to be paying off. Genesis reported a 12% increase in U.S. sales through June compared to the same period in 2023.
Hyundai Motor Group’s cumulative investment in the United States now totals $41.5 billion since 1986, supporting more than 570,000 American jobs. Its 2025–2028 investment plan alone is expected to create 100,000 new positions and advance EV technology and infrastructure across the country.
Industry experts have praised Genesis’ proactive stance. “This move shows strong leadership in a turbulent market,” said Jessica Caldwell, Executive Director of Insights at AutoTrends. “Genesis is combining price stability with localized production to stand out from European luxury competitors.”
By absorbing potential cost increases instead of passing them on to consumers, Genesis is signaling confidence in its U.S. growth trajectory — and in the loyalty of its customers.
