Genesis arrives in France

Why not us? Having seen Chinese premium brands multiply their projects to establish themselves in the European market for several months, Hyundai's luxury brand Genesis has undoubtedly decided there's no reason not to go there too. Truth be told, one wonders why this luxury brand, founded ten years ago and operating in Germany, Switzerland, and the United Kingdom since 2021, hasn't established itself in Europe sooner. Officially, with the brand's arrival in the World Endurance Championship (WEC) and the 24 Hours of Le Mans next year, the planets are finally aligned.

During the first quarter of 2026, Genesis will set up shop in France, relying on the Hyundai network but with dedicated showrooms and sales staff. Around ten cities have already been selected: Bordeaux, Lille, Lyon, Nantes, Nice, Strasbourg, Toulouse, and a site in western Paris. In addition to France, the Korean luxury brand will also establish itself in Italy, Spain, and the Netherlands.

Genesis's offensive will initially focus on three electric models launched simultaneously. The range will gradually expand with new models, not just electric ones. Xavier Martinet, the brand's European director, confirmed during a press conference at the Le Mans circuit that the roadmap is clear through 2035. To adapt to the specificities of the European market, the manufacturer plans to market electrified models (hybrid or plug-in hybrid).

At launch, the range will be built around two SUVs, the GV60 and the eGV70, and a large sedan over 5 meters long, the eG80. Prices will range from over 60,000 euros to over 100,000 euros for the large electric tourer. Although developed on the same platform, the three models are distinguished by different wheelbases. By the end of 2026, the GV60 will be enhanced with a sports version featuring technology from the Ioniq 5 N. Luc Donckerwolke, however, specified that the application would be specific to the Genesis SUV.