Hyundai announced Tuesday it will launch its Genesis brand in Europe later this year. The brand will commence its European rollout with two of its models, but has plans to rapidly expand in the new market.
Genesis will launch its new Electrified G80 sedan and GV80 SUV in Europe first. Orders for both will open sometime in June, while the smaller G70 and GV70 models will launch next year. Though Genesis isn’t stopping with those four models.
“The Electrified G80 will be the first all-electric Genesis to arrive in Europe. A further two battery electric cars will follow, providing European customers with a choice of three Genesis zero-emission cars within the first year,” Genesis Motor Europe said in a release.
Europe is one of the fastest-growing markets for electric vehicles. Genesis is likely seeing an opportunity to launch its brand focused on EV’s while the European luxury brands are still building out their own EV plans. Though Genesis says it will sell both EV’s and conventional vehicles in the market.
Hyundai launched the Genesis brand back in 2015 as its luxury brand. The brand has been tasked to compete with the likes of Audi, BMW and Mercedes-Benz. It will likely take some time before European customers view Genesis in the same light as their homegrown luxury stalwarts. That said, Genesis clearly has the product coming to make a formidable go at it.