Carmaker Genesis has announced the appointment of Sean (Sihyeok) Lee as global head of Genesis and his promotion to senior vice president, effective Dec. 8, 2025, and Jan. 1, 2026, respectively. In his new role, Lee will oversee the global organization and lead the brand into its next decade, following the celebration of its 10th anniversary and the successful launch of the Genesis Magma program.
Lee brings 25 years of automotive experience at Hyundai Motor Company, including multiple leadership roles within the Genesis brand. Since joining the company in 2000, he has worked across brand management, marketing and product, building a broad foundation as an industry veteran, according to company officials in a press release. Lee joined Genesis in August 2017, where he led product planning and operations, contributing significantly to growth in global product volume and profitability.
Since 2021, he has held several leadership roles across Hyundai and Genesis operations in North America. Most recently, he led product and business planning, playing a pivotal role in driving both quantitative and qualitative growth in Genesis’ largest overseas market.
“Sean Lee is the right leader for Genesis at the right time,” said José Muñoz, president and CEO of Hyundai Motor Company. “I have worked very closely with Sean and I’ve seen firsthand his experience, drive and discipline. He understands our customers, he understands luxury and he understands what it takes to win. As we introduce new models, including our first hybrid and EREV vehicles, expand globally and enter the World Endurance Championship with Genesis Magma Racing, Sean has the vision and capability to lead Genesis through its next phase of growth. I am fully confident in his ability to take our luxury brand to even greater heights.”
Strengthening the Customer Experience
Under his leadership, annual sales increased from 16,000 units in 2020 to 75,000 units in 2024, with 82,000 units forecasted for 2025, representing a 468% increase over the period. Customer experience also strengthened significantly through the expansion of Genesis standalone showrooms, with nearly 90 locations anticipated by the end of 2025.
Officials say he also played a key role in the successful launches of the product enhancement models for the GV70 and GV80, strengthening Genesis’ core model competitiveness in the North American market.
“It is a tremendous honor to lead Genesis at such a pivotal moment.” Lee 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 has served as Global Head of Genesis for the past three years. During his tenure, Song led Genesis to surpass 1 million cumulative global sales, achieving the milestone faster than any other luxury brand. He successfully launched the Genesis Magma luxury high-performance program and expanded the brand’s global presence to 20 markets, further strengthening Genesis’ position as a leading luxury brand worldwide.
“I also want to express my gratitude to Mike Song for his leadership over the past three years,” said Muñoz. “He has built a strong foundation for the brand’s next decade, and we wish him the very best.”