Genesis Starts Its European Luxury Car Journey

A new luxury car brand will be arriving in the UK this summer as Genesis readies itself to launch into competitive European markets.

Simultaneously launching in Germany, Switzerland and the UK, the Korean luxury carmaker is promising a new level of comfort with an ownership experience, unlike its more traditional rivals.

Genesis G80 car brand launch
Luxury Ownership Experience

Exceptional customer service is a key goal for Genesis, with a model that it hopes will enable customers to build authentic relationships with the brand. Pivotal to that experience will be the appointment of a Genesis Personal Assistant, recruited from high-end hospitality and retail sectors, who will manage every aspect of the buying and ownership experience.

Genesis intends to simplify the car ownership process with a simple haggling-free price list and a five-year care plan included, leaving no hidden extras. The care plan includes a warranty, servicing (including a courtesy car), roadside assistance, and five years of navigation updates and software updates. Sales will be online, with the cars then delivered to the buyer, either at home or the workplace.

All future contact dealt with remotely. Servicing requirements will see the car collected and returned to the customer, with the owner never needing to visit a service point or dealership. However, there won’t be any physical dealerships in the UK, although a Genesis Studio will open in London, offering visitors the chance to interact with the product before buying.

Genesis will endeavour to provide great hospitality and a personal touch across the entire choosing, purchasing and ownership experience in order to, it explains, respect the greatest luxury of all, its customer’s time.

Genesis G80 car interior brand launch
Atheltic Elegance

Genesis will launch in the UK with the G80 saloon car and GV80 SUV. Similar in size to a BMW 5 Series and BMW X5 respectively, they’re a distinctive pair that are immediately recognisable thanks to an oversized ‘crest’ grille and double-lined quad headlights. The twin lines created extend along the car’s length, creating an impression that balances an athletic appearance with an elegant touch.

Inside, Korean architecture inspires the design, with a ‘Beauty of White Space’ concept employed to balance elegant design with spaciousness and state-of-the-art technology.

Both models have been tuned specifically to appeal to European driver demands, having been developed and tested specifically for the region with tens of thousands of miles covered across 15 countries, and of course, the Nurburgring circuit.

“This is not about performance or lap times,” explained Tyrone Johnson, vehicle development director at Genesis. “It’s about premium comfort even in the most punishing conditions.”

Genesis GV80 car brand launch
Electric Future

The first pair of models will be joined by smaller siblings soon after, named G70 and GV70. A dedicated European-focussed product will arrive within the year, while electrified models will be added to the range within 12 months.

Following its world premiere at Auto Shanghai last month, the Electrified G80 will be the first all-electric Genesis to arrive in Europe. A further two battery-electric cars will follow, providing European customers with a choice of three Genesis zero-emission cars within the first year; one of which will be built on a dedicated electric platform.

“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 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 luxury vehicles to Europe.”

“These new models make a statement about the brand,” added Tyrone. “Who we are, what we can do, and our passion for providing a unique luxury experience to customers.”

Genesis G80 car brand launch

Phil is a part-time car hoarder and full-time automotive writer for print and web. Nominated for the Headline Auto Rising Star award and an MGMW member, Phil freelances for outlets as diverse as Diesel Car magazine, Which? and Regit Cars.