Genesis to launch in Europe this summer with line-up to rival Audi and Mercedes

The Genesis G80 saloon and GV80 SUV will take on the Mercedes E-Class and GLE off-roader as the Korean luxury brand sets its stall out in Europe

Korean premium car maker Genesis has confirmed it will launch in Europe this summer, with a new line-up of cars to rival premium brands such as Audi and Mercedes, plus a new luxury-focused approach to its retail operations.

Genesis will initially offer its G80 mid-size executive saloon and GV80 SUV - rivals to the Mercedes E-Class and GLE off-roader - when sales start in the UK, Germany and Switzerland this summer, followed soon after by the smaller G70 four-door and GV70 SUV.

These two models will take on the likes of Audi’s A4 saloon and Q5 SUV - and to highlight Genesis’s commitment to the region, the brand says that “a dedicated European product will arrive within the year.”

The Hyundai-owned car maker has also confirmed that three electric cars will arrive by summer 2022. This will include the Electrified G80 recently shown at the Shanghai Motor Show, while two more battery electric cars - one built on a bespoke EV platform, likely to be parent company Hyundai-Kia’s E-GMP architecture - will join the line-up.

What is Genesis?

Genesis became a standalone luxury brand in 2015, although the nameplate was previously used on many of parent company Hyundai’s flagship high-end executive saloon cars. 

A small number of Hyundai Genesis saloons were brought to the UK just before the brand launched in its own right, but powered by a 3.8-litre V6 and with a £48,000 price tag they were a tough sell for Hyundai.

However, with the new brand’s focus on luxury design and sales, plus a fresh product line-up, Genesis is targeting the established premium manufacturers in Europe.

Genesis will focus on customer service, selling its cars online and in physical retail spaces. However, these won’t be conventional dealers.

Instead, the retail sites will be called ‘Genesis Studios’, with centres in London, Munich and Zurich, and will focus on a more experiential-led approach. Customers will be appointed a Genesis Personal Assistant as part of the buying and ownership experience, all of which will be recruited from the luxury hospitality and retail sectors rather than a traditional automotive background, highlighting the focus on customer service.

“It is our mission to offer so much more than just great products,” said Dominique Boesch, Managing Director for Genesis Motor Europe, adding: “We know that customers today crave experiences, and the onus is on us as a premium luxury brand to deliver a service which provides both convenience and exceptional hospitality to our customers. That is how we will stand apart.”

The brand calls it “the Genesis Difference” - this also includes its transparent pricing structure and a five-year care plan with no hidden extras, which will be offered on all of its European models. This includes a five-year warranty, servicing package with courtesy car, roadside assistance, plus mapping and over-the-air software updates.

The aim of Genesis’s new set-up is to deliver an easy buying journey to customers under the banner of “we come to you”. Deliveries will be direct to the customer, while cars will be collected from and returned to Genesis owners for routine servicing so they’ll never have to visit a dealer again.

Global Head of Genesis Brand, Jaehoon (Jay) Chang, said: “Over the past five years, our customers around the world have come to recognise our commitment to exceptional design, product quality and an authentic and mindful brand experience throughout the entire ownership journey. 

“We believe now is the right time for the next chapter in our brand history. We are excited to bring our brand identity and distinct luxury vehicles to Europe.”

Sales of the G80 and GV80 begin this summer, with pricing to be confirmed closer to order books opening.

Click here to find out more about the new Genesis G80 saloon...

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