Genesis Demographic Intelligence
+24.9% YoY — outpacing every other demographic, including General Market women (+16.4%) and men (+11.0%).
This page is the complete Genesis sales breakdown by demographic — all 67,096 registrations across Hispanic, African American, Asian, and General Market. The data reveals where growth is concentrated, which segments are outperforming, and where the largest untapped opportunity sits.
Largest Growth Segment
+24.9%
Latina YoY Growth
Hispanic female registrations grew faster than every other segment-gender combination. 1.5× General Market women (+16.4%). 1.5× Black women (+16.3%). 1.7× Hispanic men (+14.5%).
Fastest Growing Demographic
+18.4%
Hispanic YoY Growth
1.4× the total market rate (+12.9%). Added 879 incremental units. African American grew +13.1%. Asian was flat at +0.5%.
Highest-Revenue Model Growth
+31.2%
Hispanic GV80 Sales
Hispanic leads all demographics on Genesis's premium SUV ($67K+ ATP). 415 incremental units added — the highest-revenue multicultural growth in the lineup.
Source: S&P Global Mobility, New Registration Data as of February 28, 2026
The Headline
Hispanic female registrations grew +24.9% YoY — the highest growth rate of any segment-gender combination across the entire Genesis brand. That's 1.5× General Market women (+16.4%), 1.5× Black women (+16.3%), and 1.7× Hispanic men (+14.5%). Of the 5,548 Hispanic buyers with gender data, 2,416 are Latina women (43.5%) — and on the GV60, Latinas are the outright majority at 54.2%.
YoY Growth by Demographic & Gender
Hispanic
General Market
Black
Asian
Latina Share by Model (of Hispanic Buyers)
Based on 5,548 of 5,645 Hispanic buyers with gender data (97 unidentified)
Genesis Sales Overview
67,096 total registrations — CY 2025 vs CY 2024. Total Genesis brand grew +12.9% YoY. Hispanic leads all demographics at +18.4%, adding 879 incremental units.
| Segment | CY 2024 | CY 2025 | YoY Growth | Units Added | Share of Total |
|---|---|---|---|---|---|
| HispanicFastest Growth | 4,766 | 5,645 | +18.4% | +879 | 8.4% |
| General Market | 43,877 | 49,927 | +13.8% | +6,050 | 74.4% |
| African American | 5,616 | 6,354 | +13.1% | +738 | 9.5% |
| Asian | 5,146 | 5,170 | +0.5% | +24 | 7.7% |
| Total Genesis | 59,405 | 67,096 | +12.9% | +7,691 | 100% |
Hispanic Growth Rate
+18.4%
1.4× the total market (+12.9%)
Hispanic Share of Genesis
8.4%
vs. 18% of new vehicle purchases nationally
The Gap
9.6 pts
~6,400 missed units per year
Model-Level Breakdown
Each model broken down by all four demographic segments. Compare YoY growth side by side to see where the opportunity lives.
| Segment | CY 2024 | CY 2025 | YoY |
|---|---|---|---|
| Hispanic | 1,966 | 2,463 | +25.3% |
| African American | 2,204 | 2,648 | +20.1% |
| General Market | 18,846 | 22,106 | +17.3% |
| Asian | 2,388 | 2,419 | +1.3% |
What's Happening
Genesis's volume leader. Hispanic buyers are growing at 25.3% — 1.5× the total model growth. African American is also outpacing the market at 20.1%. Both multicultural segments are gaining share while Asian remains flat.
The Opportunity
Hispanic and AA together added 941 incremental units — more than any other model. Targeted investment here has the highest unit-volume return.
| Segment | CY 2024 | CY 2025 | YoY |
|---|---|---|---|
| Hispanic | 1,330 | 1,745 | +31.2% |
| General Market | 14,591 | 17,913 | +22.8% |
| African American | 1,936 | 2,365 | +22.2% |
| Asian | 1,720 | 1,933 | +12.4% |
What's Happening
The fastest-growing model overall at +22.4%. Hispanic leads all demographics at +31.2% — nearly 1.4× the model's total growth rate. At $67K+ ATP, each incremental Hispanic unit carries premium revenue.
The Opportunity
Hispanic added 415 units at the highest ATP in the lineup. This is the highest-revenue-per-unit multicultural growth opportunity.
| Segment | CY 2024 | CY 2025 | YoY |
|---|---|---|---|
| Hispanic | 970 | 1,030 | +6.2% |
| General Market | 5,094 | 4,875 | -4.3% |
| African American | 875 | 804 | -8.1% |
| Asian | 420 | 363 | -13.6% |
What's Happening
The overall model is declining at -3.9%, but Hispanic is the only segment still growing (+6.2%). Every other demographic is negative. Hispanic buyers now represent 14.6% of G70 sales — the highest Hispanic share of any Genesis model.
The Opportunity
Hispanic is the sole growth engine on G70. Without multicultural investment, this model's decline accelerates.
| Segment | CY 2024 | CY 2025 | YoY |
|---|---|---|---|
| General Market | 2,485 | 2,562 | +3.1% |
| African American | 307 | 296 | -3.6% |
| Hispanic | 215 | 207 | -3.7% |
| Asian | 162 | 145 | -10.5% |
What's Happening
A flat model (+1.3%) where all multicultural segments are slightly declining while General Market carries the modest growth. At $70K+ price point, even small unit gains carry outsized revenue impact.
The Opportunity
Multicultural segments are underrepresented at 17.1% combined. At this price point, even 50 incremental multicultural units = $3.5M in revenue.
| Segment | CY 2024 | CY 2025 | YoY |
|---|---|---|---|
| Asian | 60 | 71 | +18.3% |
| General Market | 998 | 1,148 | +15% |
| African American | 103 | 116 | +12.6% |
| Hispanic | 64 | 54 | -15.6% |
What's Happening
The flagship sedan is growing at +13.4% overall, driven by General Market (+15.0%) and African American (+12.6%). Hispanic is the only declining segment at -15.6%, though on a very small base of 54 units. At $80K+ ATP, this is the highest-value vehicle in the lineup.
The Opportunity
Hispanic share is just 3.9% — the lowest of any model. Even modest activation could double Hispanic units on the highest-ATP vehicle.
| Segment | CY 2024 | CY 2025 | YoY |
|---|---|---|---|
| General Market | 1,863 | 1,323 | -29% |
| Hispanic | 221 | 146 | -33.9% |
| African American | 191 | 125 | -34.6% |
| Asian | 396 | 239 | -39.6% |
What's Happening
Every segment is declining — but the opportunity is hiding in plain sight. Hispanics buy EVs at 3× the general market rate, over-index in luxury purchases, and 77% of their vehicle purchases are SUVs. The GV60 sits at the exact intersection of all three trends.
The Opportunity
The GV60 is the highest-potential multicultural growth model. A dedicated Hispanic EV strategy targeting luxury SUV buyers could reverse this decline — the demand exists, it's just not being captured.
Source: S&P Global Mobility, Vehicle Count Data CY 2024–2025
Hispanic Buyer Profile — Age
Of the 4,364 Hispanic Genesis buyers with age data (77% of total), the 35–64 range accounts for 2,856 buyers (65.4%). The 55–64 cohort is the single largest age group at 25.0%, followed by 45–54 at 22.0% — established professionals at peak earning and purchasing power.
Based on 4,364 of 5,645 Hispanic buyers with age data
Key Insights
Core Buying Range: 35–64
2,856 buyers (65.4% of age-identified) fall in the 35–64 range. This is the sweet spot for luxury automotive marketing.
55–64: The Power Cohort
1,089 buyers (25.0%) — the single largest age group. These are peak-income professionals making considered luxury purchases.
25–44: The Growth Pipeline
1,226 buyers (28.1%) in the emerging affluent cohort. These are tomorrow's repeat buyers — capturing them now builds lifetime value.
Hispanic Buyer Profile — Income
Of the 4,340 Hispanic Genesis buyers with income data (76.9% of total), 70% earn $100K or more. Nearly 1 in 4 earns $250K+. This is not a price-sensitive segment — it's a premium buyer being underserved.
Based on 4,340 of 5,645 Hispanic buyers with income data
Key Insights
$100K+ = 70% of Buyers
3,036 of 4,340 income-identified Hispanic buyers earn six figures or more. This demolishes the myth that Hispanic = price-sensitive.
$250K+ = The Ultra-Affluent Tier
1,081 buyers (24.9%) earn $250K+. This is a quarter of all income-identified Hispanic Genesis buyers in the ultra-luxury bracket — prime G80, G90, and loaded GV80 territory.
Revenue Concentration
The $100K–$250K bracket alone represents 1,955 buyers × $67K avg price = $131M in revenue from the affluent Hispanic middle — the highest-volume income tier.
The Bottom Line
Genesis sold 67,096 vehicles in CY 2025 — a +12.9% increase. Hispanic buyers represent 8.4% of those sales but are growing at +18.4%, the fastest of any demographic. Latina women are the single fastest-growing segment-gender combination at +24.9% YoY, outpacing General Market women by 1.5×. The Hispanic Genesis buyer is affluent (70% earn $100K+), established (peak age 45–64), and increasingly female (43.5% of gender-identified Hispanic sales). With Hispanic share at 8.4% vs. the 18% national average, the gap represents thousands of missed units and hundreds of millions in unrealized revenue.
Data Sources
S&P Global Mobility, New Registration Data as of February 28, 2026. All Personal (Personal Name and Personal Lease) registrations. Gender, age, income, and demographic overlays from S&P Global Mobility. U.S. Census Bureau Population Estimates 2024.