The premium brand Genesis, owned by Hyundai Motor Group, plans to expand its presence in the European market and strengthen its electrification strategy. This was explained by Genesis brand director in Germany, Christina Herzog.

The brand was launched in 2015 and has already sold over 1.5 million vehicles worldwide. Last year alone, sales reached approximately 220,000 cars. In Europe, Genesis is currently available in Germany, the UK, and Switzerland, but the company is now preparing to enter new markets—Spain, France, Italy, and the Netherlands.

One of the key models in the German market remains the Genesis GV70 crossover. At the same time, the company is expanding its lineup of electrified models. In the near future, a high-performance version of the electric GV60 crossover, called Magma, will be introduced.

Genesis is also developing its brand design direction. Recently, the conceptual G90 Wingback Concept in a shooting brake body was unveiled, showcasing potential design evolution for future vehicles. The brand's strategy focuses on combining design, comfort, and technology. In the interior, Genesis emphasizes a balance between digital features and physical control buttons, considering this a more convenient and safer solution.

The company is also expanding its service network. In Germany, about 30 presence points are planned, including Genesis Studios in major cities. New 2026 models and future electric vehicles are expected to strengthen the brand's position amid competition with European premium manufacturers.