Genesis wants to move like a startup. Hyundai gives it the muscle to scale like an auto giant.

Genesis, a luxury brand under Hyundai, operates with a startup mindset within the nearly 80-year-old company. Ted Mengiste, COO of Genesis Motor North America, described the brand's early days as 'ground floor' with a small team. Genesis has achieved five consecutive years of record global sales, selling sedans, SUVs, and EVs, and its agile approach allows it to pivot quickly.

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