The Genesis luxury brand from Hyundai is tipped to reach UK shores by 2018 with demand for future models expected to convince the firm to tackle Europe.
While speaking with Autocar, UK boss Tony Whitehorn said that the firm’s current models, the G80 and G90 sedans, are more suitable and popular for the American market but said that demand for right-hand drive models and the firm’s impending two SUVs is expected from Europe and the UK.
“The Genesis of today is more of an American car, but there are models coming that are more suitable for our market, such as the crossover and SUV. When we bring out the SUV, there will be more interest,” Whitehorn said.
When the first Genesis models do arrive in the UK, they will be sold through ordinary Hyundai dealerships as the company intends to ease into the local market in its hope to give the big German three a run for their money. If there’s enough demand, standalone Genesis showrooms will be built.
“In order to make it a viable proposition, there has to be 5000 to 10,000 sales annually for people to build a new showroom. Then there might be a network which could have 15 dealers.
“The challenge for us is that this market is dominated by German manufacturers. They have got heritage and the UK loves heritage. Lexus has had some success, but we are going in there gently,” Whitehorn confirmed.
Details about the firm’s two SUVs are limited but we know in the interim, Genesis will launch the G70 sedan, a rival to the BMW 3-Series. If it proves popular in the States and demand exists elsewhere, it too will be offered in Europe.
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