Hyundai Motor Group’s premium brand Genesis is entering the Italian market, extending its European expansion with a lineup of three battery-electric vehicles, the company said.
Genesis will launch in Italy with the Genesis GV60, the Electrified GV70, and the Electrified G80, marking the brand’s first step into southern Europe. The move follows Genesis’ initial European debut in 2021 in Germany, the United Kingdom and Switzerland.
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The Italian rollout will be supported by what Genesis described as a “curated retail business model,” focused on selected flagship locations rather than a dense dealer network. The first two retail sites are scheduled to open this spring in Rome and Padua, alongside the establishment of a dedicated service network.
“Genesis is an exciting brand with strong foundations, and we are committed to expanding our presence in Europe over the long term,” said Peter Kronschnabl, managing director of Genesis Motor Europe. “We are delighted to introduce the brand in Italy today, a market renowned for its tradition, outstanding design, and high customer expectations of premium brands.”
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The three electric models will be available in Italy from the start of sales. The GV60 represents Genesis’ compact electric SUV offering, while the Electrified GV70 serves as a larger flagship SUV. The Electrified G80, a battery-electric version of the brand’s luxury sedan, is positioned as the most comprehensively equipped Genesis model currently offered in Europe.
Genesis, which is headquartered in Seoul and operates its European business from Frankfurt, has signalled that Italy is only the next step in a broader regional strategy. The company said further market launches are planned in France, Spain and the Netherlands later this year, as it seeks to build scale in Europe with a fully electric-focused lineup.
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The expansion comes as premium carmakers intensify competition in Europe’s growing battery-electric segment, where established luxury brands and new entrants alike are vying for customers amid tightening emissions regulations and slowing overall car demand.