Genesis Declares War On Europe’s Premium Brands, Will Launch Its Cars This Summer

Genesis has been carefully planning its entry in Europe’s premium car market for quite some time now, and they have finally announced that they will do so this summer.

The first vehicles to touch down on the Old Continent will be the G80 sedan and GV80 SUV in June. These will be joined by the G70 and GV70 “soon after”, and they won’t stop there, as the Electrified G80 will also be available on the other side of the pond.

Driven: 2021 Genesis G80 2.5T Confirms Brand Is Going From Strength To Strength

Hyundai’s luxury car brand states that their rides have been “tuned for European roads” at their development facility in Germany, with pre-production models covering “tens of thousands of kilometers across 15 countries on some of Europe’s toughest and challenging roads”, as well as the Nurburgring racetrack. To further strengthen their presence in a market dominated by Audi, BMW and Mercedes, they will release  two additional battery-electric cars “within the first year in Europe”, including one that will be “built on a dedicated electric platform”. While Genesis did not divulge details, our best guess would be the Hyundai Ioniq 5 and Kia EV6’s sibling, a crossover that’s codenamed for now JW.

Our artists’ rendition of what the new Genesis electric crossover, codenamed JW, will look like

“Over the past five years, our customers around the world have come to recognize our commitment to exceptional design, product quality and an authentic and mindful brand experience throughout the entire ownership journey,” said the Genesis global chief, Jaehoon (Jay) Chang, “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 range of luxury vehicles to Europe.”

Official sales of Genesis’ cars will kick off for customers in Germany, Switzerland and the United Kingdom, through dealers in Munich, Zurich and London respectively. The company will also sell vehicles online, and to ease the new-car-buying process and provide a stress-free experience, they will appoint a ‘Genesis Personal Assistant’, who will be recruited from the retail and hospitality sectors. Their job will be to “manage every aspect of the buying and ownership experience” in order to “respect the greatest luxury of all – time”.

A five-year care plan “with no hidden extras” and pick-up and delivery “at every step” will also be included.