Genesis reveals its European line-up
Genesis G80 and GV80 will lead the way as the Korean brand seeks to establish itself in the European market
Premium contender Genesis has revealed the line-up of cars it hopes will establish a foothold in the European market. Customers will be able to get their hands on an EV version of the G80 sedan and its SUV counterpart the GV80. The G70 sedan will follow within a year with the GV70 hot on its heels. Genesis has also developed a bespoke EV platform, which will support one the cars in the line-up, most likely the G70. Global head of Genesis brand Jay Chang expressed his belief that the future is electric and the vehicle choice backs up that statement.
The cars will be sold directly to the customer either online or through one of the new studios in London, Munich and Zurich. Much of the focus is on providing a unique customer experience with dedicated customer relationship assistants drafted in from luxury retail and hospitality sectors to enhance the brand’s premium credentials.
Tuned to optimise performance on European roads, the Genesis G80 and GV80 will fight for market share with rivals from Audi, BMW, Mercedes Benz, but the Korean brand says it will play to its own strengths rather than compete on the same points of difference.
Design is sure to play a deciding factor, pitting Genesis’ ‘Two Lines’ design language and ‘Athletic Elegance’ against the premium European players. In aesthetic terms, these concepts manifest in the expansive crest-like grill that rises to join with the double-lined quad lamp, creating a profile vector that connects front and back lights.
Managing director for Genesis Motor Europe Dominique Boesch said: “We are excited to bring such a strong range of globally recognised products to the region. Genesis is already well-known for its 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.” In March 2021, Genesis unveiled the GT Coupe concept in a bid to bolster its profile in the US.