Expansion to Seven European Countries Following Germany, the United Kingdom, and Switzerland
Sales Focused on Electrified GV60 and GV70 Models
Genesis, the premium brand of Hyundai Motor Group, is expanding its presence in the European market by entering France, Spain, Italy, and the Netherlands with a focus on electrified models.
On the 13th (local time), Genesis announced this plan at the "Le Mans 24 Hours" event in Le Mans, France, with Luc Donckerwolke, President and Chief Design Officer (CDO) and Chief Creative Officer (CCO) of Hyundai Motor Group, and Xavier Martinet, Head of Hyundai Motor Europe Division and President of Genesis Europe, in attendance.
On the 13th (local time), Xavier Martinet, Head of Hyundai Motor Europe Division and President of Genesis Europe, is giving a presentation at the Genesis booth at the "Le Mans 24 Hours" event held in Le Mans, France. Hyundai Motor Company
The announcement of Genesis's European market expansion was made ahead of its participation in the Le Mans 24 Hours, one of the world's top three motorsport events, adding significance as a new challenge for Genesis in Europe.
Since its initial entry into Germany, the United Kingdom, and Switzerland in 2021, Genesis will now be present in a total of seven European countries. By establishing its brand in all of the five major European automotive markets?Germany, the United Kingdom, France, Italy, and Spain?Genesis aims to further strengthen its position as a luxury brand in Europe.
Genesis will begin sales centered on its electric vehicle lineup, including the GV60, Electrified GV70, and Electrified G80, with customer deliveries scheduled for early 2026. Specific sales strategies for each country will be announced at a later date.
The European automotive market, including the four countries Genesis is entering this time, will implement a complete ban on the sale of internal combustion engine vehicles starting in 2035. As a result, demand for eco-friendly vehicles is rapidly increasing in the European market. In particular, by 2027, electric vehicles are expected to account for nearly half of the luxury car market.
As of last year, the size of the luxury car market in the four countries?France, Spain, Italy, and the Netherlands?stood at 930,000 units, with battery electric vehicles (BEVs) accounting for 210,000 units. Notably, France is regarded as a key market for luxury electric vehicles in Europe, with a well-developed luxury consumption culture and electric vehicles making up 27% of the luxury car market.
Since entering Europe, Genesis has focused on building brand recognition as a luxury marque. The European luxury automotive market is dominated by established players such as Mercedes-Benz, BMW, and Audi, making it challenging for non-European luxury brands to gain a foothold.
Through its participation in the Le Mans 24 Hours, Genesis aims to demonstrate its technological capabilities in motorsports, which are highly popular in Europe, and to widely promote its unique design, high performance, and presence as a young luxury brand in the European market.
In addition, following the establishment of the Genesis Magma Racing Team and the announcement of its entry into motorsports at the end of last year, Genesis has appointed legendary racer Jacky Ickx, an official brand partner, as a racing advisor for Genesis Magma Racing (GMR).
This year, Genesis won the European Le Mans Series (ELMS), is participating in the Le Mans 24 Hours, and aims to compete in the Hypercar class of the World Endurance Championship (WEC) next year.
Xavier Martinet, Head of Hyundai Motor Europe Division and President of Genesis Europe, said, "Our entry into four European countries is a crucial turning point for Genesis to further solidify its position in the European market. As demand for luxury electrified models continues to grow in Europe, we are pleased to introduce the brand to more customers based on Genesis’s distinctive design and customer-centric philosophy."
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