Hyundai’s premium brand Genesis to launch in the UK – plush BMW rival coming this summer

South Korean luxury car maker Genesis is officially on its way to Europe after successful launches in the American and Asian markets. Designed to rival profit-rich premium brands like BMW, Audi and Mercedes, it’s range will kick off with two models in the UK, Germany and Switzerland before expanding into other European markets thereafter.

Arriving first will be the G80 saloon and GV80 SUV, an E-segment saloon and SUV that will rival European models like the BMW’s 5-series and the X5. Though specifications are yet to be announced, both will be available with four- and six-cylinder petrol or diesel engines, with the G80 saloon available in a choice of rear or all-wheel drive configurations – the GV80 will be all-wheel drive only.

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The brand has big plans for a quick expansion too, with three all-electric models set to launch within its first year in Europe, starting with an all-electric G80 variant revealed last month. This will be quickly joined with a bespoke model built on Hyundai/Kia’s new E-GIMP EV platform, plus a third undisclosed product.

The smaller G70 saloon and GV70 SUV are also on their way which will include a new variant developed specifically for Europe also in the works. These will rival smaller D-segment saloon and SUV models like the 3-series and X3, and also run on a rear-wheel drive platform, in this case very closely shared to the Kia Stinger. These models will also offer a combination of four- and six-cylinder engines, however the flagship in-line six cylinder diesel will not be available in these smaller models due to packaging constraints. 

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Competing at a premium pricing does require the development of a premium car, though, so Genesis has utilised Hyundai’s German engineering base to tailor its existing models for European tastes as well as conform to the homologation requirements in the EU and the UK. 

Genesis will also introduce a new sales model, with an aim to sell the majority of its cars online or through one of its own retail stores, rather than the traditional franchise framework. Similar to its parent company Hyundai, all Genesis models will include a five year care plan, inclusive of warranty coverage and servicing in a model similar to Ferrari.

The order books will open in June for the G80 saloon and GV80 SUV initially, with UK prices and specifications of both models due to be finalised in the coming months.

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