The silent rise of Genesis

Glenn Brooks

Thu, May 8, 2025, 2:53 AM 8 min read

Strong maturation has been a lengthy hold for Genesis Europe, though its genitor steadfast ever maintained that the strategy would beryllium agelong term. Germany, 1 of lone 3 markets for the brand, Hyundai Motor Group having withdrawn from Russia, is notoriously hard for immoderate overseas luxury marque. Unless it has links to the Volkswagen Group of course: witnesser Cupra’s caller spectacular progress.

Europe-wide: up, down, up

The German marketplace is antithetic for HMG successful Europe successful that Hyundai is (way) much palmy determination than Kia. That’s been the lawsuit for rather immoderate time, and it mightiness adjacent beryllium a tiny crushed for what’s been happening with Genesis truthful acold this year.

Registrations successful Germany are up by 37 per cent, and yes, that’s from a debased base, but 259 cars successful Q1 is inactive a bully result. Switzerland, connected the different hand, is down by 50 per cent to 52 vehicles. But it’s Britain wherever things are truly starting to happen.

There has been a culling of combustion-engine models, a refocus connected EVs and arsenic astatine the extremity of March, 419 cars and SUVs delivered, a year-on-year surge of 92 per cent. Which means it’s a bully clip to go reacquainted with what is inactive the lone electric-native exemplary offered by the Korean make.

Sampling the lone EV-native Genesis

Now integrated with Hyundai and having galore much income outlets than had been the lawsuit successful its aboriginal years, Genesis UK seems to beryllium gaining traction. There has been an accent connected honing the merchandise enactment too, the GV60 being a lawsuit successful point.

Since I past drove 1 of these electrical SUVs, the interior has been updated and determination is present facial designation for unlocking and memorised operator preferences. Also, a fewer exterior changes are coming but for present restricted to Korean marketplace cars. Later this twelvemonth Magma variants volition beryllium added, again RHD examples taking a spot longer to arrive. More connected this shortly.

Big successful the USA and Korea

Genesis continues to summation traction not lone successful North America, wherever Q1 income were up by much than 18 per cent to 17,508 vehicles, but astatine location too. Way up of BMW, Mercedes, Renault Korea and KGM (in that order), Hyundai’s upscale marque delivered 29,639 cars successful the twelvemonth to the extremity of March. That’s people mode less than Kia and Hyundai but much than capable to support its coagulated fig 3 presumption successful the South Korean market.

News which volition thrill the German and British importers especially, is simply a aboriginal accent connected expanding electrification to hybrid and scope extender powertrains. Recently HMG noted that its caller 2.5-litre turbocharged HEV strategy is headed to definite unnamed Genesis models. Sources successful Korea assertion the archetypal ones volition beryllium the GV80 and GV80 Coupe (September 2026 for the location market) followed by the G80 (December 2026). And a GV70 EREV/REEV is said to beryllium owed to debut astatine the extremity of 2026. Exports would travel successful 2027.