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Genesis Motor Delivers Korean Luxury in Europe

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Written by Tim Barnes-Clay

Genesis Motor Europe has revealed details of its 2021 European debut in a press conference held in Frankfurt, Germany. It will start sales this summer, for customers in the UK, Germany and Switzerland.

The premium luxury Korean brand, which celebrated its fifth anniversary last November, arrives in Europe with a promise to place exceptional customer service over sales through its ‘Genesis difference’. With one transparent price walk for all its models and a five-year care plan with no hidden extras, it will sell direct to the public both online and through Genesis Studios in coveted locations. The first Studios will open in London, Munich and Zurich.

Genesis Personal Assistant

Pivotal to the brand experience will be the appointment of a Genesis Personal Assistant, recruited from hospitality and retail sectors, who will manage every aspect of the buying and ownership experience to respect the greatest luxury of all time.

This all-new business model will enable Genesis to build authentic relationships with European customers and guarantee a stress-free experience that promotes convenience, trust, and transparency. At its heart will be the Genesis Motor Europe promise, that “we come to you”, providing home or office delivery and collection to remove the need to visit a ‘dealer’ ever again. 


Orders will open for the Genesis G80 sedan and the Genesis GV80 SUV in the summer, with the new G70 and GV70 following soon after. Illustrating clear commitment to the region, a dedicated European product will arrive within the year.

Following its world premiere at Auto Shanghai last month, the Electrified G80 will be the first all-electric Genesis model to arrive in Europe.

A further two battery electric cars – one built on a dedicated electric platform – will also be launched within the first year in Europe as part of the product roll-out.     

Great Service

Dominique Boesch, Managing Director for Genesis Motor Europe, commented: “We are delighted to be able to share our unique approach, and to introduce such a compelling premium contender to the region; starting with the launch of the G80 sedan and GV80 SUV in summer.

“Genesis is synonymous with distinctive premium design, cutting-edge technology and exceptional quality service, so we are confident it will be very well received by European consumers.

“We look forward to providing an experience we can take real pride in offering great service across the entire purchasing and ownership journey; that is the Genesis difference.”

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