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At the brand vision launch on November 10, Genisseth announced that all new models will become pure electric models by 2025, achieve 100% zero emissions by 2030 and achieve net zero carbon emissions by 2035. After the brand vision launch, Genisseth unveiled three pure electric models, namely the G80, GV70 and GV60, in which GV60 is positioned as pure electric medium-sized cross-border SUV, based on E-GMP electric platform.

In terms of appearance, as an all-electric model, the front face of the GV60 no longer uses Genisse's iconic shield grid, leaving only the lower half of the intake grille, but it is still a shield shape. The family's iconic double-layer split headlamp design continues, while the front lip is also designed with a sturdy design, and the fangs on both sides make the new car more athletic.

On the side of the body, the GV60 adopts the design style of the sedan SUV, and the roof is pressed back from the front to form a slippery back design at the rear. At the same time, the door also uses a hidden door handle and face recognition entry function (FACE CONNECT), which is convenient to enter the car, and the vehicle can be started by fingerprint. In the rear part, the new car adds a "duck tongue" spoiler, embedded with through-type high brake lights, and the main taillights on both sides of the rear also adopt a split structure, which is very recognizable. In addition, the rear of the new car is surrounded by a two-color layered design, which not only enhances the thickness of the rear, but also improves the overall sense of the new car. In terms of size, the length, width and height of the new car are 4515 shock 1890 and 1580 respectively, and the wheelbase is 2900mm.

In terms of interior decoration, GV60 adopts a double screen design with a full LCD dashboard connected with the central control multimedia display, and is equipped with a double-spoke multi-function steering wheel and a crystal handle. The touch-type air-conditioning control area is used under the central control, and at the same time, it is separated from the central control aisle area, so that the central handrail area presents a platform style, and the top is equipped with function buttons such as knob electronic shift mechanism and multimedia control knob.

In terms of power, the power output of different models varies, which are the performance version (sports mode-320kW/ 605N ·m; Boost mode-360kW/ 700N ·m), standard rear drive (168kW/ 350N ·m) and standard version of all-wheel drive (234kW/ 605N ·m). The new car uses a front McPherson rear five-rod suspension and a 77.4kWh battery pack, which is expected to have a range of 451km and can be charged at 80 per cent in 18 minutes with fast charging.

As for the G80 and GV70, the former positioning of medium and large electric cars, in the 2021 Shanghai auto show debut, basically continue the fuel version of the design, but its front face using a closed grille design, the latter positioning medium pure electric SUV, the debut in 2021 Guangzhou auto show, the front grille uses the same closed diamond design as the Genisseth pure electric G80, headlight group and the outline of the front hatch cover is very similar to the fuel version.

GENESIS is an independent luxury brand of Hyundai Motor Group in Korea, similar to the relationship between Toyota-Lexus, Honda-Acura, Nissan-Infiniti and Ford-Lincoln, but the presence of the Genisseth brand in the domestic market is not strong, and even many consumers do not know that Genisse is a luxury brand. In April 2021, Genisse broke the Guinness World record by using 3281 drones to spell out the "Hello, China" slogan on the Bund of Shanghai and once again announced that it would return to the Chinese market as an import. Prior to this, Genisse entered the Chinese market in the name of "Lawns" and "Gaines" in 2008 and 2014 respectively, but without exception, they all disappeared after entering the Chinese market a few years later.

On July 26th, 2021, the Genisys G80 and the Genisse GV80 are on the market. The former is located as a medium and large car with an official guidance price of 36.28-433800 yuan, while the latter is positioned as a medium and large SUV with an official guidance price of 52.98-618800 yuan. The Genisse G70 will be launched on October 19, 2021, with a new car located as a medium-sized car, with an official guidance price of 24.98-355000 yuan.

It turns out that Genisse is likely to lose to China again. According to the insurance figures, Genisys sold 882 vehicles in China in the first three quarters of 2022, including 264 GV80, 511 G80 and 107 G70. Although Genisis entered the Chinese market by way of import, its performance in the Chinese market really could not bear to be looked directly at.

With monthly sales of less than 100 vehicles in the Chinese market, Genisse began to seek change. On May 16th, Tian Sheng was appointed Vice President of Genisys Automotive sales (Shanghai) Co., Ltd., responsible for the sales, network and service operations of Genisys in China, and reported directly to Gernisse China CEO Horace. It is understood that he Ruisi took office in December 2019, has held positions in Mercedes-Benz and its high-performance brand Mercedes-AMG, how to pry the Chinese market for Genisse has become a top priority, but two and a half years later, he Ruisi does not seem to have made brilliant achievements.

Horace once said, "We should now focus on being able to do a good job in brand positioning and brand building," but the reality is that Genisse's brand building has been slow to make progress, and its positioning is not clear. This also restricts Genisse's sales to a certain extent. According to the official website, Genisis currently only has brand centers in Beijing, Shanghai, Chengdu, Nanjing, Hangzhou, Guangzhou, Suzhou and other cities, with a total of 12 stores directly operated by brands, of which two stores in Beijing have not yet opened.

At present, with the intensification of competition in China's automobile market, BYD, Changan and Geely are constantly upward, and joint venture brands such as FAW-Volkswagen, SAIC-Volkswagen, SAIC-GM and other joint venture brands continue to sink in the market, and where should Genisse, which returns to China for the third time, go?

In fact, not only Genisse, but also Hyundai Motor Group is not "happy" in the Chinese market. According to the insurance figures, the cumulative sales of Hyundai in Beijing in the first three quarters were 182407, down 38.83% from the same period last year, with the Elantra being the highest selling model, with cumulative sales down 22.77% to 70232. According to data released by the China Association of Automobile Manufacturers, the market share of Korean cars in China from 2016 to 2021 is 7.35%, 4.63%, 4.98%, 4.7%, 3.8% and 2.4%, respectively, while the market share of Korean brands from January to October 2022 is only 1.7%.

However, Beijing Hyundai is still full of confidence in its future development. On November 4, Beijing Hyundai officially launched the "2025 to New Plan", which plans to return to the annual sales target of more than 500000 vehicles by 2025 through product transformation, brand innovation and service innovation. Among them, Beijing Hyundai will achieve full hybrid fuel vehicles in 2025, and build a hybrid product matrix of one MPV, two cars and three SUV models in the next 3-5 years, reaching the annual production and sales scale of 300000 hybrid products.

Today, China is the world's largest and fastest-growing automobile market, and at the same time, it is also growing into a powerful car manufacturing power. Hyundai is naturally unwilling to give up such a market, but whether it is Hyundai, Kia or Genisse, there is no advantage in the Chinese market, how to restore the Chinese market has become a top priority.

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