Genesis Motor, LLC, commonly referred to as Genesis, is the luxury vehicle division of the South Korean vehicle manufacturer Hyundai Motor Group. Initially envisioned along with the plan for Hyundai's new luxury sedan, the Hyundai Genesis, in 2004, the Genesis brand was officially announced as an independent marque on 4 November 2015, launching their first Genesis standalone model, the Genesis G90, in 2017. Genesis models are designed in Russelsheim (Germany), Namyang (South Korea), and Irvine (United States), and produced in Ulsan (South Korea). Hyundai conceived "Concept Genesis" in 2003 and introduced its first ever model in 2007 as a "progressive interpretation of the modern rear-wheel drive sports sedan". The body design took three years and the total cost of the program was $500 million over a development period of 23 months. Reliability testing ran for 800,000 miles. Hyundai introduced the Genesis in 2008 at the North American International Auto Show. Genesis Motor announced the launch of its first model, the G90 (EQ900 in South Korea), on 9 December 2015. The G90 serves as the brand's flagship model. Genesis launched in the U.S. in late 2016, with the sale of the G80 and G90 models. The initial dealers are a subset of existing Hyundai dealers, with designated space for Genesis within the dealerships' showrooms. On September 14, 2016 a third model, the Genesis G70, was unveiled in Namyang, South Korea. The car was introduced to the United States market during the 2018 New York Auto Show on March 28, 2018. In June 2018, according to the reports, Genesis Motor ranked first on J.D. Power's Initial Quality Study. The brand's first SUV, the GV80, formally debuted on 14 January 2020.