‘Genesis is set to succeed where Infiniti has failed’

Hyundai's luxury brand Genesis is coming to Europe, and Steve Fowler thinks it will succeed where many others have failed

Opinion - Genesis

Ever heard of Genesis? If you haven’t already, you soon will. The luxury brand of the Hyundai Motor Group has dabbled in Europe with top-end Hyundais, but it’s set to launch a major assault on the UK and Europe to take on – deep breath – BMW, Audi and Mercedes.

So how can Genesis get it right where others, most notably Infiniti (which announced it’s giving up on Europe just a few weeks ago), have failed miserably?

Genesis Mint concept revealed in New York

My star of the 2019 New York Motor Show was the Genesis Mint concept. Its designer, former Bentley boy Sangyup Lee, told me he wanted to prove that luxury could come in the smallest of packages. And boy, was he right.

I caught up with Genesis boss Manfred Fitzgerald in New York, where he revealed that his brand could arrive in Europe sooner than many think. I asked whether we’d see it next year. “You’re not too far off,” he replied. “It won’t take three years.”

It won’t include dealers, either; Genesis will sell direct online and through luxurious “brand centres”.

Fitzgerald’s brand is already making waves in the US, so why Europe? “To be a relevant global brand you have to go into the lion’s den, which means Europe,” he explained.

We’ll see an all-new large saloon and SUV later this year, with another SUV shortly after and EVs coming, too. Then there’s the Mint concept. “It could be turned around in three to four years’ time,” said Fitzgerald.

He promises Genesis will be “audacious, progressive and distinctly Korean” yet, crucially, it will understand European needs. “There are certain Korean attributes I want people to understand and experience: a sense of humility and harmony, bringing things into balance. If people can experience that at every corner, I think that will deliver an alternative to what we have today,” he added.

With Fitzgerald and his global team, backed by Korean drive, desire and resources, I reckon Genesis will succeed where so many others have failed.

Are you looking forward to seeing Genesis in Europe? Let us know your thoughts below...

Recommended

New Genesis X Speedium Coupe Concept debuts in New York
Genesis X Speedium Coupe Concept - 1
Genesis

New Genesis X Speedium Coupe Concept debuts in New York

The X Speedium Coupe Concept details the future of Genesis design, the premium Korean brand says
14 Apr 2022
Genesis at-home test drive programme announced for the UK
Genesis GV70 - front cornering
Genesis

Genesis at-home test drive programme announced for the UK

Potential UK customers can now sample the Genesis range with demonstrator cars being delivered directly to their door
5 Apr 2022
Hyundai and Genesis plot 17 new electric cars by 2030
Hyundai Ioniq range
Hyundai

Hyundai and Genesis plot 17 new electric cars by 2030

Hyundai has revealed plans to launch 11 new electric cars by 2030, with a further six EVs in the works from luxury-arm Genesis
2 Mar 2022
New 2021 Genesis GV70 SUV to go on sale from £39,450
Genesis GV70 - front
News

New 2021 Genesis GV70 SUV to go on sale from £39,450

Prices have been revealed for the BMW X3-rivalling Genesis GV70 mid-size SUV
25 Aug 2021

Most Popular

Best motorhomes 2022: the top 5 picks for all budgets
Chausson motorhome
Tips & advice

Best motorhomes 2022: the top 5 picks for all budgets

In the market for a new motorhome? Here are our top-five recommendations...
18 May 2022
New all-electric Volkswagen Aero B saloon to rival Tesla Model 3
Volkswagen Aero B exclusive image - front
Volkswagen

New all-electric Volkswagen Aero B saloon to rival Tesla Model 3

The new four-door VW Aero B EV could come with up to 435 miles of range and our exclusive images preview how it could look
20 May 2022
New all-electric Alfa Romeo Duetto Spider shapes up
Alfa Romeo Duetto Spider - watermarked front
Alfa Romeo

New all-electric Alfa Romeo Duetto Spider shapes up

Alfa Romeo bosses have confirmed that a new two-seat electric roadster is in the company’s rejuvenation plans and our exclusive images preview how it …
19 May 2022