The Los Angeles Fire Department (LAFD) Foundation often fields in-kind donations from generous supporters, from refrigerators and other appliances to fitness equipment. But when Genesis called the LAFD Foundation to inquire about the benefit of a donation of vehicles for the Department, the team was stunned.

Genesis, the luxury brand for Hyundai Motor Group, was preparing for its annual golf tournament. The 2025 Genesis Invitational, a tentpole moment for the Genesis brand every year, was anticipated to take place in early February at The Riviera Country Club in the Pacific Palisades.

But when the fires started their path of destruction on January 7th, the Genesis team had to pivot quickly. Not only did they have to change locations, but Genesis leadership knew that the circumstances required a shift in the Invitational’s purpose.

Rising to meet the moment in January, the Genesis Invitational moved to the Torrey Pines Golf Course in San Diego, and Genesis and its event partners collaborated to develop California Rises. This joint initiative was the catalyst for Genesis’s monetary donation to the LAFD Foundation and its subsequent in-kind donation of Genesis vehicles.

Corporate philanthropy is at the core of both the Hyundai and Genesis brands. Each one has its own nonprofit organization – Hyundai Hope on Wheels and the Genesis Inspiration Foundation. Hyundai Hope on Wheels has donated millions to pediatric cancer research, while the Genesis Inspiration Foundation focuses its impact on youth arts education.

For every vehicle sold from either brand, a portion of sales goes into each foundation, bringing their overall mission full circle. “By selling cars, the consumers and the dealers are making an impact,” said Brandon Ramirez, Director of Corporate Social Responsibility & External Relations for Hyundai and Genesis.

This circle of impact was the lens through which Genesis decided to step outside of their typical fundraising focuses and put their support where it was needed most.

“Southern California is where both Hyundai and Genesis are based,” Ramirez shared. “Knowing that the fires were taking place right in our backyard, it was extremely important for us to not only donate, but donate quickly,” he added.

Each year at the Genesis Invitational, vehicles are displayed across the event grounds. Players also use them during the week of the tournament as courtesy cars. After the tournament, Genesis saw an opportunity.

Looking for a nonprofit organization through which the company could donate the cars, Genesis discovered the LAFD Foundation. After extensive research, Genesis leadership realized that embedding with the LAFD Foundation was the most direct and effective way to support Los Angeles firefighters.

The LAFD primarily uses fire apparatus like engines and trucks for emergency response. The Department also utilizes standard vehicles for non-emergency transportation. The Genesis vehicles will benefit the Foundation, the LAFD, and sworn LAFD members who lost their homes in the fires.

“This is the largest in-kind donation that the Foundation has ever received, and we are beyond grateful for Hyundai Genesis’s support of our firefighters,” shared LAFD Foundation President Liz Lin.

“[The LAFD] are truly the ones on the frontlines,” Ramirez said, “so for us to give back in some small way is an honor.”