Genesis plans to launch its first hybrid model, the GV80 Hybrid, in South Korea next month with a starting price in the mid-to-late 70 million Korean won range. The pricing is below initial expectations of about 80 million won and creates a gap of more than 10 million won with the Lexus RX 350h, which starts at 87.9 million won. The GV80 2.5 gasoline model starts at 68.86 million won. Despite development costs for Hyundai Motor Group’s new rear-wheel-drive hybrid system designed exclusively for Genesis, the company appears to be prioritizing value and sales over a larger premium. The model is intended to attract existing Genesis gasoline customers as well as consumers considering imported hybrid SUVs, while its market reception could influence the brand’s planned hybrid lineup.