[2] Hyundai began marketing the first generation Genesis worldwide (except in Europe) in 2008 as a "premium sports sedan".

[10] The move followed the model's success in the luxury market, paired with consumer acceptance of the Genesis nameplate.

The body design took three years and the total cost of the program was $500 million over a development period of 23 months.

[14] The production Genesis sedan received a five-star crash rating in every category from the National Highway Traffic Safety Administration.

[15][16] Hyundai markets the Genesis as offering "the performance of a BMW 5-Series and the interior packaging of a 7-Series at the price of a 3-Series".

[18] The Genesis was announced in Seoul[19] and later unveiled at the 2008 North American International Auto Show.

[21] At introduction in the US in summer 2008, standard features included cruise control, automatic headlights, dual-zone automatic air conditioning, leather seat-upholstery and steering wheel, heated front seats with power adjustments, power windows, door locks, and mirrors, remote keyless entry and starting, and a seven-speaker audio system with XM satellite radio.

[27] As part of the US product launch, Hyundai Motor America and Carbonfund.org unveiled the Genesis Forest Project at the 2008 Los Angeles Auto Show, to offset the entire first year of emissions for all 2009 Hyundai Genesis sedans sold in the United States.

[32] Sold as Hyundai Rohens in China, the unveiling was at the Beijing International Automotive Exhibition, 2008.

[23] This model includes the new Tau 5.0 GDi engine, choice of three exterior colors and black interior.

[37] Changes to US models included revised shock and spring rates and rear stabilizer; 5.0-liter direct-injected Tau V8 engine now exclusive to 5.0 R-Spec model; standard 5.0-liter model no longer available; 4.6-liter V8 available; 3.8-liter V6 available in three equipment configurations; revised optional eight-inch touchscreen display with navigation and an enhanced multi-media controller and Driver Information System (DIS); Hyundai Blue Link telematics available with Ultimate Navigation package.

The last changes to US models before the new generation was introduced included greater connectivity options via the Hyundai Blue Link interface, some revised controls, a new exterior body colour (Santiago Silver instead of Platinum Metallic), 18-inch wheels as standard on the base model, and Hyundai's Assurance Connected Care telematics services are standard for three years on all 2014 Genesis sedans equipped with Blue Link.

All models include eight-speed automatic transmission with manual shift mode and a five star safety rating.

[50] There had been internal discussions within Hyundai about creating a separate brand to feature the Genesis sedan as well as the soon to come Equus sedan in North America, but due to prohibitive costs and potential delays the Genesis and Equus remained tagged with the Hyundai brand[51] until 2016.

[52] According to a September 2007 article in Tradingmarkets.com, "in the eyes of European purchasers of luxury vehicles, Hyundai sedans have been perceived as having a poor image and unreliable durability compared with its rivals.

"[53] "The planned launch of Genesis comes at a time when Hyundai is striving to shake off its poor-brand image, known for generous warranties and low prices.