Genesis brand moves further upscale, remains in large luxury sedan segment

LOS ANGELES (KABC) -- Even though it's still essentially the new kid on the block in the luxury arena, Genesis is hitting many more notes in 2026, and getting attention all the way.

You'll see a bright orange Genesis hyper-car competing on the world stage at the prestigious 24 Hours of Le Mans in June. And arriving in showrooms this year, a high-performance EV. The GV60 Magma, sharing that hot name with the race car, promises blistering performance. And performance sells.

But obviously so does luxury, and the brand has turned up the luxury dial this model year with a new trim level called Prestige Black. For example, the GV80 Prestige Black, with content and styling cues befitting its MSRP that nears $85,000. The standard GV80 SUV starts at about $60,000, proving that extra luxury and exclusivity always costs more.

Considering it's only been around for about 10 years, the Genesis brand has made great strides in the luxury market, everything from electrification to performance. And Genesis is doing something what a lot of other premium brands have stopped doing.

Specifically, offering a large luxury sedan, the G90. And this year, it too is available in Prestige Black trim, wanting for nothing in terms of plushness and tech, and coming in at a bit over $100,000. Basically a six-figure limo if you can stretch out in the back while someone else drives. The rear seats pamper quite well.

The G90 stands out these days because big luxury sedans have been disappearing over the past 20 years, as buyers often flock to a brand's luxury SUVs instead. Infiniti, Lincoln, Cadillac and Lexus have all sent their big four-doors packing. And word now coming that Audi is sunsetting its large sedan as well. The A8 quietly goes away after a run of more than 30 years.

The other German brands are staying in the game, notably Mercedes-Benz with the S-Class. One recent new facet of the big Benz is the Manufaktur option, essentially providing the ability to create a bespoke car. And the S-Class will get a mild makeover later this year.

BMW remains in the large luxury sedan segment too, with the iconic 7-series. It's available as an all-electric i7 as well, looking almost identical to the gasoline version. The ultimate Bimmer for many who cut their teeth on BMW's smaller, less expensive models. Here too, the 7-series will soon be getting a makeover, so its future is assured for at least a few more years.

Considering it wasn't that long ago that Genesis didn't even exist, that premium brand is covering lots of bases this year. Including a base that several competitors have decided to no longer make a play for.