Genesis wants to move like a startup. Hyundai gives it the muscle to scale like an auto giant.

Genesis is, by now, a nearly 20-year-old name.

When Ted Mengiste joined the Hyundai brand five years ago as an executive director of sales operations, he described the internal workings of Genesis as “ground floor.”

His team was about 37 people, Mengiste told Business Insider, and along the way, he had to build the processes, go-to-market strategies, and the reports they’d use to measure how the business was doing.

“That’s tough, but you find some bright minds that are eager to create something new — like a startup,” Mengiste said. “We were really a startup.”

Mengiste now oversees a team of roughly 200 employees.

Of course, Genesis isn’t really a…