Hyundai subsidiary Genesis launches in France, Spain, Italy and the Netherlands
Genesis has been active in Europe since 2021, starting with the UK, Germany and Switzerland. Since then, the brand has established itself as a serious player in the electrified premium segment. With its bold design, cutting-edge technology and unique customer experience, Genesis now wants to win over customers in Southern Europe and the Benelux countries. Managing Director Xavier Martinet described the expansion as the “most significant market expansion since we launched” and the start of a new phase of strategic development.
Genesis is launching its entire all-electric model range in the new markets. This includes the two SUVs, GV60 and Electrified GV70, as well as the electric sedan, Electrified G80. All models have been recently revised, offering longer ranges and an updated design. According to Genesis, they are intended to send a strong signal of technological maturity and design sophistication. Deliveries of the vehicles in the four countries are scheduled to begin in early 2026.
One highlight was the venue for the announcement of the expansion plans: the 24 Hours of Le Mans. Genesis officially entered its own team there for the first time. Genesis Magma Racing, supported by experienced partner IDEC Sport, celebrated its debut in international motorsport with its appearance at Le Mans. The team has already impressed with several victories in the European Le Mans Series (ELMS). The participation in Le Mans marks the start of an ambitious motorsport offensive for the brand. In 2026, Genesis is set to compete in the FIA World Endurance Championship (WEC) with the GMR-001 prototype. However, this is a vehicle with a hybrid drive and not a fully electric model.
Genesis was founded in 2015 as an independent luxury brand from Hyundai. Initially active primarily in South Korea and the USA, the brand has also been pursuing a targeted expansion strategy in Europe since 2021. The aim is to deliver premium vehicles with sophisticated design, innovative technology and a high level of service. Genesis is focusing heavily on electromobility and direct customer relationships, for example, through online sales and mobile services.
In Europe, the journey began in 2021 in Germany, Switzerland and the UK.
The new markets of France, Spain, Italy and the Netherlands mark a further step towards establishing the company in the European premium segment. Genesis is positioning itself as a stylish and progressive alternative to established brands such as Audi, BMW and Mercedes.
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