Genesis, the luxury arm of Hyundai Motor Co., will enter four additional European markets — France, Spain, Italy and the Netherlands — as it seeks to strengthen its presence with a growing lineup of electric vehicles (EVs), the company said on Friday.
The expansion will feature the launch of the GV60 electric SUV, along with the electrified GV70 SUV and G80 luxury sedan, with deliveries targeted to begin in early 2026. Genesis said the move is part of its strategic growth plan as Europe pushes toward a ban on new internal combustion engine vehicles by 2035.
“Our entry into these important markets is a pivotal moment for Genesis. We are moving now to deepen our long-term presence and commitment across Europe,” said Xavier Martinet, managing director of Genesis Motor Europe.
Genesis currently operates in Germany, Switzerland and the UK. The brand’s new phase of growth will target a premium car market in the four newly added countries where EVs already represent 23% of roughly 930,000 total annual sales.
Martinet announced the expansion at the 24 Hours of Le Mans race, where Genesis debuted its Magma Racing Team and confirmed it will compete in the Le Mans Prototype 2 category. The company also aims to enter the Hypercar class in 2026 with its GMR-001 hypercar.
“This is the most significant market expansion since we launched in Europe in 2021 and is the start of our next phase of measured, strategic growth and sporting brand direction,” Martinet added.
Founded in 2015, Genesis sold 229,532 vehicles globally in 2024, nearly triple its 2019 volume. However, its sales remain concentrated in South Korea and the United States, which accounted for 57% and 33% of sales, respectively. In contrast, Genesis sold just 2,260 vehicles across Europe last year, underscoring the challenge it faces in a market dominated by Mercedes-Benz, BMW and Audi.
