How Genesis Quietly Started Outclassing Mercedes-Benz

For decades, Mercedes-Benz was the benchmark for understated elegance. From the 1950s 300 SL Gullwing to the 1960s Pagoda SL and the modern AMG GT, the German automaker consistently produced cars that whispered luxury rather than screamed for attention. But somewhere in the last ten years, that script flipped.

While Mercedes began chasing trends and piling on visual clutter, a relatively young competitor stepped up. Genesis, the Hyundai-born luxury brand launched in 2015, has quietly started delivering designs that many argue now surpass Mercedes in sophistication and restraint.

What happened at Mercedes? The brand’s design language shifted from timeless to trend-driven. Under former design chief Gorden Wagener, who left in early 2026, Mercedes adopted overly smooth, jellybean-like shapes for its electric EQ models and filled cabins with giant screens and nightclub lighting.

The new AMG GT 4-door Coupe is a prime example of this shift—a car that, on paper, is impressive, but in person sports a gaping illuminated grille and a truncated rear end that feels disjointed. Meanwhile, Genesis assembled a global design dream team: Luc Donckerwolke, the mind behind the Lamborghini Murciélago and Gallardo, along with former Bentley, Audi, and Bugatti talent.

Their work on the G90, G80, and GV series SUVs blends bold lines with classic proportions, creating cars that feel both modern and timeless.

The result? Genesis has done what Mercedes used to do: make vehicles that look good from every angle without shouting. The G90 sedan, for example, competes directly with the S-Class but brings a cleaner, more cohesive aesthetic. Genesis doesn’t have the century-long legacy, but it has the advantage of starting fresh with a clear vision and world-class talent.

Mercedes now faces a critical choice: continue chasing global trends or rediscover the refined, confident design language that made it an icon. With new design chief Bastian Baudy at the helm, there’s hope—but Genesis has already set a high bar.