Genesis has named Sean (Sihyeok) Lee as Global Head and promoted him to Senior Vice President, positioning him to lead the brand into its next decade. With over two decades of experience, Lee will oversee global operations, new model launches including hybrid and EREV vehicles, and the expansion of the high-performance Magma lineup.
Genesis has announced a major leadership transition with the appointment of Sean (Sihyeok) Lee as Global Head of the luxury automotive brand, alongside his promotion to Senior Vice President, effective December 8, 2025, and January 1, 2026, respectively. The move signals Genesis’ commitment to advancing its global strategy and innovation at a time of ambitious expansion.
Lee, a veteran of the automotive industry, has been with Genesis since August 2017, initially leading product planning and operations. Over the years, he has played a pivotal role in driving growth across global product volumes and profitability. His tenure has been marked by strategic oversight of key markets, particularly in North America, where he has held multiple leadership roles across Hyundai and Genesis operations since 2021. These positions have seen him spearhead product and business planning, contributing significantly to both quantitative and qualitative growth in Genesis’ largest overseas market.
Since joining the company in 2000, Lee has built a wide-ranging foundation in brand management, marketing, and product development. His career reflects a blend of strategic insight and operational expertise, positioning him as a leader capable of guiding Genesis through the evolving demands of the luxury automotive landscape. With over two decades of experience, Lee brings both historical knowledge of the company and an innovative perspective necessary for steering the brand into its next decade.
In his new role as Global Head, Lee will oversee the worldwide Genesis organization and guide the brand through a transformative period. This includes the launch of new model introductions such as the long-anticipated flagship SUV, Genesis’ first hybrid and extended-range electric vehicle (EREV) models, and the ongoing expansion of the Genesis Magma high-performance lineup. These developments underscore Genesis’ ambition to strengthen its position in the global luxury automotive segment and to broaden its portfolio in line with evolving consumer preferences for advanced, sustainable mobility solutions.
Genesis’ focus on innovation is reflected in the brand’s commitment to progressive luxury—a philosophy that integrates cutting-edge technology, sustainability, and design excellence. Under Lee’s leadership, Genesis aims to enhance customer experiences while expanding its global footprint. The brand’s strategy encompasses not only product innovation but also brand engagement, marketing, and operations, ensuring a holistic approach to growth across markets.
Speaking about his appointment, Sean Lee said, “It is a tremendous honor to lead Genesis at such a pivotal moment. 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.” His remarks signal a clear focus on customer-centric innovation, underlining the importance of aligning product development with market expectations while maintaining Genesis’ distinctive luxury ethos.
Genesis has experienced significant momentum in recent years, particularly in international markets where strategic model launches and brand positioning have driven awareness and sales growth. Lee’s promotion reflects the company’s emphasis on continuity and expertise, ensuring that leadership decisions are informed by deep market knowledge and a proven track record of delivering results.
The appointment also comes at a time when the automotive industry is undergoing rapid transformation, with increasing emphasis on electrification, sustainability, and advanced technology integration. Genesis’ roadmap, featuring hybrid and EREV offerings, positions the brand to capture emerging opportunities while meeting regulatory and consumer demands for environmentally responsible mobility. Lee’s experience in product planning and business strategy will be critical in navigating these shifts and maintaining Genesis’ competitive edge.
Beyond product innovation, Lee is expected to play a central role in shaping Genesis’ global brand identity. As luxury consumers become increasingly discerning, success depends on a cohesive approach that combines design, performance, technology, and service. Lee’s extensive experience in brand management and marketing equips him to enhance Genesis’ narrative, ensuring that each new model launch reinforces the brand’s values and resonates with target audiences across diverse markets.
Genesis’ high-performance Magma lineup will also continue to be a key pillar under Lee’s leadership. These models, designed to showcase engineering excellence and driving pleasure, align with the brand’s broader strategy of offering vehicles that blend luxury with performance. The expansion of this portfolio reflects Genesis’ commitment to meeting the diverse tastes of global consumers while maintaining differentiation in a competitive segment.
The company has expressed confidence that Lee’s leadership will accelerate the brand’s evolution. By leveraging his comprehensive understanding of the automotive sector, combined with a strategic vision for growth, Genesis aims to strengthen its global presence, deliver innovative products, and cultivate enduring relationships with customers. The appointment underscores the brand’s long-term commitment to progressive luxury, positioning it to navigate the complexities of the evolving automotive landscape successfully.
As Genesis prepares for the next decade, Lee’s role will be central to translating strategic objectives into tangible outcomes. His leadership will guide the integration of new technologies, the introduction of innovative models, and the expansion of Genesis’ footprint across key international markets. This period of transformation will define the brand’s trajectory and reinforce its standing among global luxury automotive players.
In summary, Sean Lee’s appointment as Global Head and promotion to Senior Vice President marks a significant chapter in Genesis’ history. With a career spanning over two decades and a deep-rooted understanding of the brand, Lee is poised to lead Genesis through a transformative era characterized by innovation, growth, and global expansion. His vision and leadership are expected to drive the brand’s next decade, ensuring that Genesis continues to define progressive luxury in the automotive world while responding to evolving consumer expectations and industry trends.
Under Lee’s guidance, Genesis is set to enter a dynamic new phase, blending heritage with forward-looking strategies to deliver luxury vehicles that resonate globally. As the brand embarks on this journey, the automotive world will be watching closely, anticipating how Genesis shapes its identity and strengthens its position in a competitive and rapidly changing market.
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