Genesis wants to be Hyundai’s lexus. And its general director has no doubt of its expansion in Europe: “We are among the best”

Genesis is a “premium Korean brand. We are among the best”. With these words, Peter Kronschnabl, director of Genesis in Europe, to the company where he works. After a few hesitant years and a limited presence in a handful of European markets, the Korean company of Premium vehicles will launch new markets from next year among which is Spain.

The presentation of the plans came in the IAA Mobilitywhere Xataka He had the opportunity to know the details of an expansion that will play all the sticks. Genesis will be much more than a refined and more luxurious version of Hyundai. The company will have its own sports line and will put all the meat on the grill with its long starting at the WEC, the World Cup, and, therefore, on the 24 -hour Le Mans grill.

New life for genesis

In our country, Genesis has been little less than a great stranger. You may sound your logo (which can remind Aston Martin’s) and you may have seen some of her cars on the street. But it is rare because our country has been arriving in counted units.

In fact, Genesis has only been present in recent years in Germany, the United Kingdom and Switzerland. That is, always with an eye on regions with more bulky wages than Spanish. However, the European hug to the electric car seems to have opened a loophole to other markets.

Although there is no official confirmation, the brand has not ruled out that in the future we can see hybrid models. At the moment we know that they will bring three completely electric models. Two of them are SUV, the GV60 and the GV70, which will arrive accompanied by a Berlina, the G80.

Genesis will offer models clearly focused on luxury And, in the absence of trying them, with a clear commitment to the most sophisticated comfort. On the way to the Münich airport we had the opportunity to get on its G80 as passengers and we verified first hand the words of its director for Europe.

“What does it mean to be a ‘Premium Korean’? Obviously, we talk about the quality of the materials, we do not make any commitment. You will understand when you enter the interior because we are among the best brands of the Premium segment,” said Kronschnabl.

And stressed, “for us it is very important They are Nimwhich is the Korean word that is used for the concept of hospitality. And when I say that for us it is very important, it is not only that you buy a car, but also that you have a service package with a car. We will give services that revolve around the experience inside the car. “

In fact, the true protagonists are their rear squares: two heated and ventilated rear armchairs, with the possibility of reclining in all types of positions and with massage included. Curtain for the windows, two tablets behind the back of the front seats and a total control of the infotainment system from a digital center located between the two seats.

The movement makes sense in a European market where high -flight electrical options begin to take positions. The Chinese manufacturers As Xpeng or Nio have a clear technological commitment. Genesis, however, is committed to the most traditional luxury line, the BMW 7 Series 7 or a Mercedes S.

To this we must add that offering only electrical versions, at least for the moment, the bet is very little risky. Although cars arrive with drops, each electric registration helps reduce Hyundai average emissions in Europe. Import hybrid cars is more problematic because it would continue to represent the relative high cost of importing very low volumes but Without the benefit of directly attacking the average emissions.

And when driving? We will have to wait to check for ourselves but from Genesis they already advance that “on one side you have the brands with a very sporty approach and on the other side those that are very oriented to comfort. We have our own positioning. We want to offer a good driving experience but comfort is above all”

Of course, with genesis Magna should also come. This firm will be the most sporty version of Genesis. He has the challenge of offering clear differentiation with Hyundai’s N Division and putting a spicy point to cars that clearly bet on extreme comfort.

However, Genesis investment for its (new) arrival in Europe is important and will begin by generating brand image In the World Cup. This same year they already took advantage of Le Mans to give first brushstrokes on the project. There they will compete with a Hypercar which was also seen in the Münich IAA Mobility. Live, paint absolutely spectacular. It remains to know how that V8 that will mount.

The Koreans, in addition, have not spared efforts to give relevance to their sports commitment. The division is flag Jacky Ickxa myth of motor racing that piloted for Ferrari or Lotus in Formula 1 and is especially remembered by his six victories in the 24 hours of Le Mans. There, the team will be directed by Cyril Abiteboulwho already directed Renault in his passage through Formula 1.

Of all this, however, we will know new details later.

Photos | Genesis

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