Genesis  announced the appointment of Sean (Sihyeok) Lee as Global Head of Genesis and his promotion to Senior Vice President, effective December 8, 2025, and January 1, 2026, respectively.

In his new role, Lee will oversee the global Genesis organization and lead the brand into its next decade, following the celebration of Genesis’ 10th anniversary and the successful launch of the Genesis Magma program.

Lee brings 25 years of automotive experience at Hyundai Motor Company, including multiple leadership roles within the Genesis brand. Since joining the company in 2000, he has worked across brand management, marketing, and product, building a broad foundation as an industry veteran.

Lee joined Genesis in August 2017, where he led product planning and operations, contributing significantly to growth in global product volume and profitability.

Since 2021, he has held several leadership roles across Hyundai and Genesis operations in North America. Most recently, he led product and business planning, playing a pivotal role in driving both quantitative and qualitative growth in Genesis’ largest overseas market.

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Under his leadership, annual sales increased from 16,000 units in 2020 to 75,000 units in 2024, with 82,000 units forecasted for 2025, representing a 468 percent increase over the period.

Market share rose from 0.9 percent in 2020 to 2.7 percent in 2024, with expectations to reach 2.9 percent in 2025.

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Customer experience also strengthened significantly through the expansion of Genesis standalone showrooms, with nearly 90 locations anticipated by the end of 2025.

He also played a key role in the successful launches of the product enhancement models for the GV70 and GV80, strengthening Genesis’ core model competitiveness in the North American market.

 

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José Muñoz, President and CEO of Hyundai Motor Company says, "Sean Lee is the right leader for Genesis at the right time. I have worked very closely with Sean, and I've seen firsthand his experience, drive, and discipline. He understands our customers, he understands luxury, and he understands what it takes to win. As we introduce new models, including our first hybrid and EREV vehicles, expand globally, and enter the World Endurance Championship with Genesis Magma Racing, Sean has the vision and capability to lead Genesis through its next phase of growth. I am fully confident in his ability to take our luxury brand to even greater heights.”