Genesis USA’s New Boss Hails From Audi – Just In Time For SUV Expansion

Genesis Motors North America has appointed former Audi USA boss Mark Del Rosso as its new CEO.

Del Rosso will be responsible for overseeing all Genesis operations in North America and “continuing the growth of the brand.” That should come naturally with the brand’s expansion into SUVs, the first of which to arrive is the GV80 midsize luxury crossover. The executive will start working for Genesis on October 21, 2019 and will report directly to Jose Munoz, President & CEO Hyundai North America, and to the Genesis global headquarters in South Korea.

Erwin Raphael will continue as COO of Genesis Motors North America. He will be responsible for Genesis’ strategy and operations in the United States, including sales and marketing, and will report to the newly-appointed CEO.

Also read: Ex-Lamborghini Chief Designer Filippo Perini Moves To Genesis

Genesis Motors North America new CEO, Mark Del Rosso

Mark Del Rosso has a rich automotive experience, having worked over 25 years in the industry. He dedicated more than two decades to the development of luxury brands like Lexus, Bentley, and Audi.

Before joining Genesis, Del Rosso was the President of Audi of America, the third largest sales volume region in the world for the German carmaker. Prior to his most recent stint at Audi, Del Rosso was the President & CEO, Region Americas for Bentley Motors, the largest sales volume region in the world for Bentley.

Before that, he was the Chief Operating Officer at Audi of America where he launched and executed a premium “go to market” strategy that resulted in 77 consecutive months of increased sales. As a result, a sales volume goal of 200,000+ units per year was achieved five years ahead of plan.

Genesis’ current lineup consisting of the G70, G80, and G90

Before joining Audi, Del Rosso had amassed 17 years of varied industry experience through his work at Toyota Motor Sales, USA, where he mostly had roles within the Lexus division.

“Given Mark’s overall proven track record and extensive experience leading luxury brands, I’m thoroughly confident that Genesis Motors North America will be positioned to accelerate its growth and climb the ladder of luxury automotive brands to the top,” said Jose Munoz, President & CEO Hyundai North America.

Genesis remains a low-volume player in the U.S. compared to more established luxury brands. Still, its sales are up 67 percent to 14,909 vehicles through the first nine months of the year, despite the fact that the brand’s lineup consists of just three sedans: the compact G70, executive G80, and flagship G90.