Model-Level Intelligence
Drill into each Genesis model's performance across all demographics — who's buying, who's growing, and where the biggest opportunity exists to sell more vehicles.
Why This Matters
This page breaks down actual CY 2025 registration data for every Genesis model by demographic segment — Hispanic, African American, Asian, and General Market. For each model, you can see:
This data reveals exactly where Hispanic investment will deliver the highest return — and which models have the largest untapped opportunity gap. Click any model below to see the full breakdown.
Hispanic Total
5,645
8.4% of all Genesis · +18.4% YoY
African American Total
6,354
9.5% of all Genesis · +13.1% YoY
Asian Total
5,170
7.7% of all Genesis · +0.5% YoY
General Market Total
49,927
74.4% of all Genesis · +13.8% YoY
Source: S&P Global Mobility, New Registration Data as of February 28, 2026
Click to Expand
What's Happening
Genesis's volume leader and the #1 Hispanic model with 2,463 units. Hispanic buyers grew +25.3% YoY — outpacing General Market (+17.3%) and African American (+20.1%) growth. Asian is essentially flat at +1.3%. Latina women represent 47.6% of Hispanic GV70 buyers, approaching gender parity. This is the model where Hispanic investment delivers the highest absolute volume return.
Sales by Demographic — CY 2025 vs CY 2024
Hispanic Share
8.3%
vs 18% new vehicle avg
Multicultural Total
7,530
25.4% of GV70 sales
Gap to 15% Hispanic
6.7 pts
+1,982 potential units
Latina Female Share
47.6%
1,173 units
The Opportunity
Hispanic buyers are 8.3% of GV70 sales vs. 18% of new vehicle purchases nationally. Closing even half that gap adds ~1,400 incremental units on Genesis's highest-volume model.
Key Takeaways — Cross-Demographic Comparison
On GV70, Hispanic grew +25.3% vs General Market +17.3%, African American +20.1%, and Asian +1.3% — outpacing GM by 8 percentage points. On GV80, Hispanic grew +31.2% vs GM +22.8%, AA +22.2%, and Asian +12.4% — outpacing GM by 8.4 points. On G70, Hispanic is the only segment growing at +6.2% while GM declines -4.3%, AA declines -8.1%, and Asian declines -13.6%. Across all models combined: Hispanic +18.4% vs GM +13.8% vs AA +13.1% vs Asian +0.5%.
Genesis Hispanic share is 8.4% vs the national Hispanic new vehicle purchase rate of 18% — a 9.6 percentage point gap. By comparison, African American is at 9.5% of Genesis sales, and Asian is at 7.7%. Hispanic is the fastest-growing segment with the largest gap to population parity — meaning it has both the highest momentum and the most room to grow. No other demographic offers this combination of growth rate and untapped potential.
Across all Genesis models, Latina women represent 42.8% of Hispanic buyers (2,416 units) vs African American women at 49.0% (3,115 units) vs Asian women at 31.4% (1,621 units). On SUVs specifically: GV70 — Latina 47.6% vs AA Women 57.2% vs Asian Women 33.2%. GV80 — Latina 41.7% vs AA Women 44.5% vs Asian Women 29.0%. On GV60, Latinas are the majority at 52.7% — the only segment where women exceed 50%, higher than AA Women (48.8%) and Asian Women (38.9%). A multicultural SUV strategy is inherently a women's strategy across all demographics.
G80: All multicultural segments are declining — Hispanic -3.7%, AA -3.6%, Asian -10.5% — while General Market grows +3.1%. No multicultural strategy is currently working on this model. G90: African American is the only multicultural growth driver at +12.6%, tracking close to GM (+15.0%) and Asian (+18.3%), while Hispanic declines -15.6%. The sedan playbook should lead with African American on G90 and treat G80 as a blank canvas where the first brand to activate multicultural captures the entire segment.
Data Sources
S&P Global Mobility, New Registration Data as of February 28, 2026. All Personal (Personal Name and Personal Lease) registrations. Gender, age, and income data from S&P Global Mobility demographic overlay. YoY calculations based on CY 2024 vs CY 2025 registration data.