Hyundai Motor's Genesis delivers Korean luxury to Europe

MUNICH – It is always challenging to bring a lesser-known car marque to Europe, home to well-established, globally known brands such as Mercedes-Benz, BMW and Porsche.

Just a couple of years back, South Korea’s top automaker Hyundai Motor Co. brought its luxury cars, including electric models, under its standalone premium brand Genesis, to Europe – the world’s second-largest EV market after China.

Genesis cars are now among the most coveted models in the heart of major European cities such as London, Munich and Zurich, says Andreas Rosiglione, a Genesis personal assistant at Genesis Studio Munich.

“It is not easy for a new brand like Genesis to make inroads into Germany,” he said. “But Genesis cars have a beautiful design and innovative technology. They offer a differentiated driving experience. Slowly but clearly, Genesis is reaching German consumers.”

Hyundai Motor opened premium vehicle retail shops, Genesis Studios, in London, Munich and Zurich in 2021 as part of its push to enter Europe’s luxury vehicle market.

On weekends, 300 to 350 people a day visit Genesis Studio Munich, leading to a fourfold increase in car sales in Germany compared to before the studio's opening, according to Rosiglione.

Monthly Genesis car sales in Germany average around 100 units, bringing the total sales figures in the first five months of this year to 517.

BUSTLING WITH LOCALS

Genesis Studio Munich at Marienplatz in the center of the German city is often packed with locals throughout the day on weekends, says Rosiglione.

From young men to middle-aged couples, well-dressed businessmen and elderly individuals, the foot traffic to the studio is constant, he said,

Currently, five Genesis models are on display at the studio in Munich.

On the first floor, the GV80 in front of a giant LED wall and the Genesis X concept car attract visitors' attention even from outside the exhibition hall.

The G80, GV70 and GV60 are displayed side by side on the second floor in a luxurious lounge-like setting.

In the summer of 2021, Hyundai Motor brought a range of premium Genesis cars, including electric models, to Europe – a move that underlines the Korean carmaker’s commitment to the region.

“Over the past five years, our customers around the world have come to recognize our commitment to exceptional design, product quality and an authentic and mindful brand experience throughout the entire ownership journey,” said Chang Jae-hoon, then the global head of Genesis and now CEO of Hyundai Motor, while launching new Genesis cars in Frankfurt in May 2021.

“Now is the right time for the next chapter in our brand history. We are excited to bring our brand identity and a distinct range of luxury vehicles to Europe.”

Write to Nan-Sae Bin at binthere@hankyung.com

In-Soo Nam edited this article.