Look out, BMW! Genesis is arriving in Europe to show who's the luxury boss!

Genesis, Hyundai’s very own premium luxury brand has just announced its European debut recently at an online press conference. Sales will begin this summer in three markets, the UK, Germany, and Switzerland.

The brand will launch with two models, the Genesis G80 sedan and the GV80 SUV. Customers are able to order them online or through Genesis’ showrooms, called Studios, in London, Munich, and Zurich.

Even Genesis’ sales advisors get a unique title. Called Genesis Personal Assistants, they are claimed to be recruited from hospitality and retail sectors, who will manage “every aspect of customers’ buying and ownership experience”.

Inspired by the ‘Beauty of White Space’ concept employed in traditional Korean architecture, the Genesis G80 and GV80 balance elegant premium design with spaciousness and state-of-the-art technology.

Also read: From just a tiny workshop to overtaking Mercedes, this is Hyundai’s story of grit

Genesis has yet to reveal what are the variants and specifications of the European-bound Genesis models. However, the Electrified G80 which debuted at 2021 Auto Shanghai, will be the first all-electric Genesis model for Europe. The battery-electric G80 is powered by 2 electric motors producing 370 PS and 700 Nm with a maximum mileage of 427 km.

Meanwhile, the fossil-fuelled G80 is powered by a choice of two petrol engines – a turbocharged 2.5-litre engine inline-four (304 PS/422 Nm) or a turbocharged 3.5-litre V6 (380 PS/530 Nm), and a 2.2-litre common rail diesel engine (210 PS/441 Nm). These engines are paired to an 8-speed automatic transmission.

On the other hand, the Genesis GV80 is Genesis’ first SUV model and comes with three powertrains – the same petrol-powered 2.5- and 3.0-litre turbocharged units as the G80 along with a 3.0-litre common rail diesel engine (278 PS/588 Nm).

Aside from the Electrified G80, Genesis intends to bring in another two battery electric vehicles (BEVs) within the first year. One of them will be built on a dedicated electric platform.

All of this sounds promising but will Genesis achieve some form of success in Europe? It will be facing stiff competition against the likes of not just the usual German fare like Mercedes-Benz and BMW, but also Jaguar, Volvo, and even Lexus.