GENESIS BIDS FOR PREMIUM MARKET SHARE

South Korean premium car maker Genesis has officially launchedineurope,revealing plans for three electric cars and a range of luxury SUVS and saloons.

The young brand’s ambitious plans will see it take on BMW, Mercedes, Audi, Jaguar, Lexus and Volvo with a range of high-end saloons and SUVS, starting with the G80 and the GV80, which will go on sale this summer.

Having established itself over the last five years in its home country, the US and Middle East, the brand is initially launching in the UK, Germany and Switzerland ahead of a wider rollout across Europe, a region described by European managing director Dominique Boeschasthe“spiritualhome of the premium car market”.

Boesch commented: “We are excited to bring such a strong range of products to the region. Genesis is already well-knownforitshighstandards in design, technology, safety and reliability.

“However, it is our mission to offer so much more than just great products. We know that customers today crave experiences, and the onus is on us as a premium luxury brand to deliver a service which provides both convenience and exceptional hospitality to our customers. ”

Admitting that “We won’t beat our competitors at their owngameandwon’ttry”,boesch said Genesis planned to offerthemsomethingunique.

Genesis will sell directly to the customer, with every buyer dealing with a dedicated “personal assistant”. The brand is opening “retail studios” in London, Zurich and Munich but plans for most customers to buy online. It claims its buying and aftersales model means customers will never have to visit a dealer. All customers will be offered a five-year servicing and warranty package that will include home delivery and collection at every stage of buying and maintenance.

Genesis is launching with two existing models before quickly expanding with two other current models, a cardeigned specifically for Europe and two EVS.

First to go on sale will be the G80 which is expected to go up against the BMW 5 Series, Mercedes E-class and Audi A6. A choice of 2.5-litre turbocharged petrol or 2.2-litre diesel engines will be offered alongsideanall-electricderivative with an estimated range of up to 265 miles.

Alongsideitwillbethegv80 SUV, challenging the likes of the BMW X5. Using the same 2.5-litre petrol as the G80 or a straight-six 3.0-litre diesel engine, the GV80 features electronically controlled allwheel-drive and active suspension which uses a camera to spot potholes and optimise the ride.

Prices and specs for the G80 and GV80 are expected to be announced soon, ahead of sales beginning in June.