Genesis Appoints COO As Brand’s New Global Boss And Executive VP

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Genesis will have a new boss in the new year. The luxury brand has appointed Mike (Min Kyu) Song as its new executive vice president and global head. He assumed his new role on January 1.

“I am honored to be a part of Genesis’ worldwide growth momentum,” said Song. “I look forward to leading the Genesis organization to serve our customers, partners and employees as we embrace these new changes.”

Song currently occupies the position of Chief Operating Officer, which he will retain alongside his new responsibilities. That will include leading all aspects of the business worldwide and accelerating the brand’s global presence. Genesis also tasked Song with presenting “a clearer brand vision that places greater emphasis on the customer experience”.

Song is no stranger to Genesis or the Hyundai Motor Group. He joined the automaker in 1993, holding key positions in the company’s offices in the Middle East and North America. He eventually became Head of Hyundai Motor Middle East and Africa.

He joined Genesis in January 2020, leading the brand’s global sales. Genesis promoted Song to COO in September 2021. While Song will lead the brand, Jay Chang, who assumes the role of global head of Genesis, will remain CEO of the brand and president of the Hyundai Motor Group.

Genesis said that it was “expected to make significant gains in profits thanks to” Song’s extensive background as an industry veteran. “Like the rest of the industry, luxury brands are facing rapid electrification. Genesis launches its first battery-electric vehicle in 2021 with the G80 sedan. Since then, Genesis launched the GV60, a NACTOY finalist, and introduced the electrified GV70.

The automaker has more ambitious electrification plans than just rolling out a few EVs. Last year, Genesis said that by 2025 all new vehicles would get fully electric powertrains. It also plans to offer eight zero-emission models in its lineup by 2030, and Song will help usher the brand towards that goal.