Hyundai’s luxury brand Genesis has announced details of its European debut this year. Sales will launch in Germany, Switzerland and Great Britain this summer, initially with combustion models. From the end of 2021, Genesis promises three pure electric cars are to follow.
First, the BEV version of the G80 luxury sedan, recently presented as the Electrified G80, and then two more electric models – one of them on a pure EV platform. It is assumed that the latter will be the Genesis GV60, which, like the Kia EV6 and Hyundai Ioniq 5, will be based on the company’s own 800-volt E-GMP platform. However, the Koreans have not yet disclosed further details about the presumed E-GMP model and the second BEV based on a mixed platform. There are reports that this could be the GV80 SUV, which is related to the G80.
The market launch is to be with the combustion engine version of the G80 and GV80, shortly followed by the somewhat smaller G70 and GV70 models. In addition, as a “clear commitment to the region”, there will be a model developed especially for the European market this year, likely a sporty estate version of the G70. All internal combustion models will also be re-tuned at Hyundai’s European development centre in Rüsselsheim.
Genesis was once a model name for a luxury sedan sold under the Hyundai brand – in the meantime, the Hyundai Genesis was officially available for purchase in Germany. Five years ago, Genesis was then built up into its own premium brand.
“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,” says Jaehoon (Jay) Chang, Global Head of the Genesis brand. “We believe that now is the right time to start the next chapter in our brand story.”
Although Genesis is part of Hyundai, distribution in Europe will not occur via the existing dealer network but exclusively through direct sales. Genesis is planning a showroom for each of the three pilot markets – in Munich, Zurich and London. However, these showrooms will not play a major role in sales, as Genesis hopes to take most orders online.
The Genesis vehicles are offered at “attractive” prices in a “very transparent pricing model”, – but Genesis has not revealed any further detailed information. The emphasis on transparency probably means that there will be no discounts, and online and offline buyers will have to pay the same prices. In addition, all models will be sold with a “five-year all-round service”. If a maintenance or workshop appointment is organised via the “Genesis Personal Assistant”, the vehicle will be collected from the customer’s home or office and parked there again – so the customer does not have to go to the workshop themselves.
“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,” says Dominique Boesch, Managing Director for Genesis Motor Europe. “That is how we will stand apart.”
– ADVERTISEMENT –