Hyundai’s Genesis luxury brand is expanding into Europe, announcing plans to begin sales in the UK, Germany and Switzerland this summer.
Customers in these countries will be able to purchase a Genesis vehicle either online or through a number of ritzy Genesis Studios, which will be set up in major city centers across the continent. The first Genesis Studios will open in London, Munich and Zurich this year.
“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 Jay Chang, Global Head of the Genesis Brand. “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.”
European orders for the Genesis G80 sedan and the Genesis GV80 crossover will open in June, while the G70 sedan and GV70 crossover will follow shortly after. An unnamed “dedicated European product” will also arrive within the year, though details on this mystery model are not yet available.
Additionally, Genesis will launch a number of battery-electric models in the region, starting with the G80 Electrified sedan this year. Genesis says 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.”
While Genesis is planning a major rollout in Europe, Cadillac is lagging in the region. Cadillac Europe currently only has one vehicle on sale: the Cadillac XT4 compact crossover. As such, the brand’s European dealer network is also minuscule, consisting of just 20 retail storefronts. This figure represents less than one Cadillac dealership per EU member country. The automaker has no concrete plans to expand its European product portfolio or dealership network, either, so it doesn’t seem as though it’s in a position to truly respond to Genesis’ European onslaught.
Cadillac has an opportunity to grow its brand in Europe with its new line of EVs, like the Cadillac Lyriq, but it has not said if it plans to sell any of its future battery-powered products in the continent.
Prospective European Genesis customers can look for the G80 and GV80 to go on sale at its three new Genesis Studios and online in the coming months.