Genesis has appointed Sean (Sihyeok) Lee as its new Global Head, marking a leadership transition as the luxury brand prepares for its next decade of global expansion. Lee will assume the role effective 8 December 2025 and will be promoted to Senior Vice President from 1 January 2026 .
Lee brings 25 years of automotive experience with Hyundai Motor Company, having worked across brand management, marketing and product roles. He joined Genesis in 2017, leading product planning and operations during a period of sustained global growth, before taking on senior leadership positions across Hyundai and Genesis operations in North America from 2021 .
During his most recent tenure in North America, Genesis recorded significant gains in sales volume, market share and customer experience. Annual sales increased from 16,000 units in 2020 to 75,000 units in 2024, with a forecast of 82,000 units for 2025. Over the same period, market share grew from 0.9 per cent to 2.7 per cent, supported by the expansion of standalone Genesis retail facilities, with close to 90 locations expected by the end of 2025 .
Lee also oversaw key product enhancement launches for the GV70 and GV80, reinforcing Genesis’ competitiveness in its core SUV segments in its largest overseas market.
José Muñoz, President and CEO of Hyundai Motor Company, said Lee’s appointment comes at a critical time for the brand.
“Sean Lee is the right leader for Genesis at the right time,” Muñoz said. “He understands our customers, he understands luxury, and he understands what it takes to win” .
Looking ahead, Genesis is preparing for a period of significant product and brand evolution, including the introduction of its first hybrid and EREV models, the launch of a new flagship SUV, continued expansion of the Genesis Magma high-performance program, and entry into the World Endurance Championship through Genesis Magma Racing .
Lee said the timing presents both opportunity and responsibility.
“It is a tremendous honour to lead Genesis at such a pivotal moment,” he said. “As we enter a new decade with an exciting lineup of new products, I look forward to serving our customers by strengthening our commitment to progressive luxury and driving the brand’s next chapter of global growth” .
Lee succeeds Mike (Min Kyu) Song, who led Genesis for the past three years. During Song’s tenure, Genesis surpassed one million cumulative global sales — reaching the milestone faster than any other luxury brand — and expanded into 20 global markets, while also launching the Genesis Magma high-performance program .
For fleet and procurement professionals, the leadership change signals continuity in Genesis’ strategic direction, with a strong emphasis on product competitiveness, customer experience, and the gradual transition toward electrified and alternative powertrains as the brand builds its global footprint beyond its first decade.
