The Gap
That 9.6-point gap between market behavior and Genesis share is the single largest growth opportunity in the portfolio. Closing even part of it — reaching 15% Hispanic share — adds 4,400 incremental units and $296M in revenue.
percentage points of untapped demand
The largest gap of any demographic segment
Source: S&P Global Mobility (CY 2025) · U.S. Census Bureau (2024)
The Opportunity
15% is still below population share. It's a conservative, achievable target.
Incremental Units
+4,416
additional Hispanic vehicles sold
Incremental Revenue
$296M
at $67,050 avg transaction price
Current Hispanic Growth
+18.4%
YoY — already outpacing total market (+12.9%)
By Model
Each model's current Hispanic sales vs what 15% share would look like.
| Model | Today | At 15% | Gap | |
|---|---|---|---|---|
| GV70 | 2,463(8.3%) | 4,445 | +1,982 | |
| GV80 | 1,745(7.3%) | 3,593 | +1,848 | |
| G70 | 1,030(14.6%) | 1,061 | +30 | |
| G80 | 207(6.4%) | 482 | +274 | |
| G90 | 54(3.9%) | 208 | +154 | |
| GV60 | 146(8%) | 275 | +128 | |
| Total | 5,645(8.4%) | 10,064 | +4,416 |
The Bottom Line
Hispanic buyers are already growing at +18.4% YoY — outpacing the total market by 5.5 points. The GV70 and GV80 are seeing +25.3% and +31.2% Hispanic growth respectively. The demand exists. The gap is in reach, not intent. Closing it to 15% adds +4,416 units and $296M in incremental revenue.
Data Sources
S&P Global Mobility, New Registration Data as of February 28, 2026. U.S. Census Bureau Population Estimates 2024. "Potential Units" = (15% × total model sales) − current Hispanic sales. Revenue = potential units × $67,050 avg transaction price.