At the end of last year, Hyundai launched a new subbrand for its models more luxurious. His name is Genesis and came to give a touch of premium thanks to new vehicles to customers most demanding and exclusive. The brand has already begun to operate in the country of origin, South Korea, but in a while it will be global. It is expected that within little is out expanding to other markets, among them the european.
however, events have taken a twist and have to wait to see the new Genesis in Europe. The reason does not seem to be any other than the lack of suitable mechanical for our market. The koreans have focused on the gasoline engines, while here there is a the great demand of diesel, especially the sedans, that is exactly the segment you are currently working.
Genesis New York Concept
In the words of Thomas Shmid, operations director of Hyundai in Europe, “to launch a premium brand in Europe is a challenge and more when not have the products that you need for this market. The manager stated that this would not be in any case before 2019. Everything points to his european debut will be in 2020, as then you will have a more complete range, consisting of six models.
By that time, there will be a couple of SUV that you can get sales in our continent. Also new engines, including mechanical hybrid plug-in and electric. The sub-brand of luxury if will come to other countries outside of Europe. In the list, in addition to South Korea, are China, the Middle East and North America. Sales there will begin the end of the year and will only be the Genesis G90 and G80.
Source – Automotive News