Hyundai's Genesis luxury brand has grown exponentially since launching in the US nearly eight years ago, surpassing skeptics' expectations. Genesis sales have increased from under 7,000 vehicles in 2016 to over 69,000 in 2023, and executives expect double-digit annual growth for the next five years. The brand has overtaken Nissan's Infiniti in US sales and continues to outpace the overall luxury market. New performance "Magma" variants are planned for each Genesis model to boost awareness and sales in the short term.