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New premium brand Genesis reveals UK launch plans

Motoring Research logo Motoring Research 04/05/2021 Richard Aucock
a car parked in front of a building: Genesis G80 in Seville Silver © Provided by Motoring Research Genesis G80 in Seville Silver

Genesis, the premium division of Hyundai, will launch in the UK this summer with an ‘exceptional’ direct-to the-public sales experience to take on Audi, BMW and Mercedes-Benz.

The ‘Genesis difference’ will include a dedicated Genesis Personal Assistant for every customer, recruited not from traditional car dealers but from the hospitality and high-end retail sector.

Each customer will work with their own Genesis Personal Assistant throughout the buying and ownership cycle.

The new premium brand says this will help it ‘build authentic relationships’ and ‘guarantee a stress-free experience that promotes convenience, trust and transparency’. It will also eliminate ‘chat bots’ and replace them with real people.

Genesis is promising a high number of female Genesis Personal Assistants “so our retail is representative of the world we live in”.

a car parked on a city street: Genesis GV80 and G80 © Provided by Motoring Research Genesis GV80 and G80

The first cars launched in the UK (plus Germany and Switzerland) will be the G80 saloon, a rival for the BMW 5 Series and Mercedes-Benz E-Class, and the similarly executive-sized GV80 SUV.

Following soon after will be the G70, a BMW 3 Series and Mercedes-Benz C-Class alternative, and the GV70 SUV. Size-wise, Genesis models are a little larger than rivals, and the firm expects its SUVs to easily be the most popular choice in Europe.

Genesis adds that within the first year, it will launch three electrified models, including a dedicated pure electric car.

No Genesis dealers

Gallery: Toyota e-TNGA (

a car parked on the side of a building: Genesis G80 in Seville Silver © Provided by Motoring Research Genesis G80 in Seville Silver

The direct sales model – which includes transparent, no-haggle prices plus home delivery and pick-up at every step – means there won’t be traditional Genesis dealers springing up across Europe.

Instead, the firm will launch with three physical Genesis Studios. There’s one in Westfield London, plus two more in Munich and Zurich.

a car engine: Genesis G80 interior © Provided by Motoring Research Genesis G80 interior

Every customer also gets a five-year care plan ‘with no hidden extras’.  

The Genesis five-year Care Plan includes:

  • Warranty
  • Servicing
  • Roadside assistance
  • Courtesy car
  • Mapping and over-the-air software updates

“We are excited to bring such a strong range of globally recognised products to the region,” said new Genesis Motor Europe MD Dominique Boesch.

“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.”


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