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Korean premium brand to bring new EVs to market

Date: 04 May 2021   |   Author: Simon Harris

A new range of premium cars will make their UK debut this summer as the Genesis brand launches in Europe.

The UK is one of three countries, alongside Switzerland and Germany, chosen for the initial launch as Geness prepares to launch a unique retail model, with customers "never having to visit a dealer again".

The brand - part of the Hyundai Motor Group - is taking aim at the likes of BMW, Mercedes-Benz, Audi ad Lexus, and hopes to differentiate itself as much through the customer experience as well as its cars.

It was launched in 2015 and has had a presence in other regions of the world, but has been eyeing up a European launch.

The first vehicles to launch this summer will be the G80 saloon and GV80 SUV - similar in size to the BMW 5 Series and BMW X5 respectively. They will be followed by the G70 and GV70 - alternatives to the BMW 3 Series and BMW X3.

Genesis vows to place exceptional customer service over sales through its 'Genesis difference'. With one transparent price walk for all its models and a five-year care plan, it will sell direct to the public both online and through Genesis Studios in London, Munich and Zurich.

Customers will be able to order online, and will also be allocated a Genesis personal assistant to help them through the ownership process.

Cars will be delivered to customers, with five years of free servicing included in the price, as well as collection and delivery for servicing and free courtesy cars, a five-year warranty, and free over-the-air software updates over the same period.

It isn't planning to woo the corporate sector initially, but some will take an interest in the brand's electric vehicles when they arrive within 12 months of the UK launch.

"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," said Jaehoon Chang, global head of Genesis. "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."

Dominique Boesch, managing director for Genesis Motor Europe, added: "We are excited to bring such a strong range of globally recognised products to the region. Genesis is already well-known for its impeccably high standards in design, technology, safety and reliability. 

"However, it is our mission to offer so much more than just great products. 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."

Orders will open for the Genesis G80 sedan and the Genesis GV80 SUV in summer, with the new G70 and GV70 following soon after. Following its world premiere at Auto Shanghai last month, the electrified G80 will be the first all-electric Genesis model to arrive in Europe. 

A further two battery electric cars - one built on a dedicated electric platform - will also be launched within the first year in Europe as part of the product roll-out.