Genesis Motor, South Korea’s only luxury car brand, has announced very ambitious plans for North America at the New York International Auto Show (NYIAS) today.The company owned by Hyundai Motor Group has pledged to launch no fewer than 22 all-new or “significantly enhanced vehicles” between 2026 and 2030, including SUVs and passenger cars, across the United States and Canada. Genesis said the new vehicles include core models, new powertrains and expanded trims.A Product Onslaught Centered on North America Genesis president and CEO José Muñoz announced the ambitious product plan, which is said to underscore the brand’s long-term commitment to North America.“Today we are committing to 22 new or significantly enhanced vehicles in North America by 2030, spanning new powertrains, new segments, and experiences designed around the Korean tradition of treating every customer as our son-nim, our honored guest. Whatever a customer's preference, whatever powertrain fits their life, there will be a Genesis for them.”The bold, multi-year product and manufacturing strategy aligns with parent company Hyundai Motor Group’s broader localization and manufacturing goals in the United States. The new models, advanced powertrains, and expanded production initiatives also build on Hyundai Motor Group’s previously announced $26 billion investment in the United States, which includes a new steel mill in Louisiana and a robotics innovation hub.Genesis GV90 "Genesis reached one million cumulative sales faster than any other luxury brand in history, and we are just getting started,” Genesis president and CEO José Muñoz said.With a broader North American product lineup, expanding US production footprint and increased parts localization, Genesis is positioned for sustained growth, greater flexibility, and stronger alignment with customer priorities across the US and Canada, the company said in a press release.2027 Genesis GV70 Prestige Graphite Is Among the 22 New Models Genesis has already unveiled one of the 22 new models at NYIAS, the 2027 GV70 Prestige Graphite. The popular SUV is the second Genesis model to get the Prestige Graphite treatment following the G70 sport sedan.The GV70 Prestige Graphite brings a sporty look inside and out, with the exterior boasting a darker appearance thanks to 21-inch dark metallic glossy alloys, exclusive red brake calipers with black Genesis branding, gloss black mirror caps, and dark chrome accents in places the Genesis GV70 would normally have shiny trim.The cabin has been overhauled as well with Ultramarine Nappa leather seats with suede inserts and Genesis logo headrest embossing, new carbon fiber trim, and a unique startup animation. Customers can order the 2027 GV70 Prestige Graphite with two new exterior colors, Ceres Blue Matte and Bering Blue, in addition to Makalu Gray and Uyuni White. More details about the GV70 Prestige Graphite, including availability and pricing, will be shared soon. What Else Is Coming? While the GV70 Prestige Graphite is a relatively minor update of an existing model, Genesis has some big launches in the pipeline. Confirmed models include the GV90 flagship SUV, expected to arrive stateside in late 2026 at the earliest, and the GV60 Magma high-performance EV expected to launch in the US this summer.The Magma high-performance sub-brand may also launch additional models, with the G90 Wingback wagon concept likely to become a reality. Other production-based Magma concepts that may see the light of day include the GV80 and GV70 Magma, which was recently spotted in prototype form. The Magma GT mid-engine halo supercar also appears to be in the cards, and we should not discount the stunning G90 Coupe either.Speaking of Magma, Genesis is also expected to offer Magma Special sporty trim levels (the brand's equivalent to Hyundai's N Line) on many models for customers interested in getting a performance look without the actual performance boost.Finally, based on the regular life cycles of Genesis products, facelifts for the GV80 and GV80 Coupe SUVs appear inevitable. In addition to this flurry of new and updated models, new hybrid (HEV) and extended range (EREV) powertrains for existing models are reportedly being developed as well.