Car brand found to be the most innovative in America is actually Korean
Published on Aug 31, 2025 at 12:45 AM (UTC+4)
by Claire Reid
Last updated on Aug 27, 2025 at 9:15 PM (UTC+4)
Edited by
Kate Bain
The car brand found to be the most innovative in America is actually the Korean carmaker Genesis.
The J.D. Power 2025 U.S. Tech Experience Index (TXI) has named Genesis as the highest ranking brand in terms of innovation in the US.
It’s the fifth consecutive year that Geneis has claimed the title.
Meanwhile, Hyundai was the highest among mass market brands for innovation for the sixth consecutive year.
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The car brand ranked the most innovative in America isn’t from the US
Luxury carmaker Genesis is responsible for some top-notch vehicles, including the wild G70 Track Day Special Concept, and the upcoming ultra-luxe GV90.
The marque doesn’t shy away from a cutting-edge design, and has previously shared a concept inspired by yachts, as well as a one-of-a-kind luxury snowmobile.
The cars also come with plenty of high-tech features, such as the GV90’s underfloor heating system and an OLED touch display with ‘augmented reality navigation’ fitted on the dashboard.
So it should come as little surprise that in the J.D. Power 2025 U.S. Tech Experience Index, Genesis was found to be the marque that is most innovative in America.
The study is designed to help carmakers understand user experiences when it comes to new technologies, and this year added a category that included AI-based tech.
Genesis was given a score of 538 out of 1,000 and ranked the highest overall and the highest among premium brands for innovation.
“At Genesis, we pride ourselves in making vehicle ownership a personalized experience by treating every customer as our ‘Son-nim,’ or honored guest,” Chief Operating Officer of Genesis Motor North America Tedros Mengiste said.
“We prioritize offering intuitive technologies that enhance the driving experience and are tailored to consumer needs. We’re delighted that these efforts have been recognized by our customers for five consecutive years.”
Which other brands scored well?
When it comes to overall scores, Genesis was closely followed by Cadillac and Lincoln, which scored 526 and 523, respectively.
Looking at only mass market brands, Hyundai was ranked the highest for its sixth consecutive year with a score of 493.
It was followed by Kia in second place on 474, and Mitsubishi ranked third after scoring 471.
Elsewhere, Genesis received more good news when the GV80’s phone-based digital key system earned it the premium model connected vehicle award.
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Claire Reid is a journalist who hails from the UK but is now living in New Zealand. She began her career after graduating with a degree in Journalism from Liverpool John Moore’s University and has more than a decade of experience, writing for both local newspapers and national news sites. Claire covers a wide variety of topics, with a special focus on cars, technology, planes, cryptocurrency, and luxury.
