• by Tanya Gazdik , Staff Writer, May 12, 2025

“If it isn’t broke, don’t fix it” is a phrase that is not in the vocabulary of Genesis Motor America engineers and designers. 

That’s why the 2025 GV70 — available in both gasoline powered and electrified versions — features some subtle but meaningful improvements, including a new 27-inch OLED display that combines the digital gauge cluster and infotainment system, as well as a redesigned front fascia with a new G-Matrix Crest grille, reshaped headlights, and larger air intakes. 

The interior also includes a new touchpad for climate controls. The GV70 also gets new wheel designs, updated exterior lighting, and a new Ceres Blue color option. 

Ultimately, the vehicle offers all the utility and interior refinement of a well-equipped and stylish SUV without sacrificing the fun-to-drive character that Genesis is known for. It handles well in a variety of driving situations, although we found the Lane Following Assist (LFA) and Lane Keep Assist (LKA) could use further refinement. 

GV70 is the automaker’s most popular model in North America, with over 85,000 sold in just three years.

A new spot featuring the GV70 shows off the vehicle’s tweaked good looks while emphasizing the brand’s overall approach to luxury. 

“No Old Thinking,” created by AOR Innocean USA, is an evolution of Genesis’ “Blank Canvas” campaign that was announced in April. 

The spot brings to life light bulb creatures, symbolizing stagnant traditions plaguing heritage brands. The campaign’s arresting visuals reflect the brand’s commitment to progress, says Amy Marentic, who became CMO of Genesis Motor America in March.

The GV70 combines athletic performance with elegant design and challenges what an SUV can be, Marentic says.

Genesis will support the campaign across several tentpole cultural moments, including the NHL Playoffs, Stanley Cup Finals, NBA Playoffs, MLB Home Run Derby and the Met Gala. It is running nationally across television, streaming and social media platforms through July 31.

Genesis has been playing up its racing and sports affiliations, but the brand still considers fashion and influencers important to the brand ethos, says Tedros Mengiste, who became COO at Genesis Motor North America in January. 

“We are deep in that space as well,” Mengiste tells Drive Time. “We have influencers right now that we work with across the country. We also do a lot of collaborations in the fashion space with Genesis House, because the meatpacking industry is also kind of a fashion district as well. So we've partnered with a lot of fashion industry collaborations through Genesis House.”