The Genesis of a new luxury brand in the UK

Hyundai’s luxury brand, Genesis, will return to the UK this summer, with the new G80 saloon and GV80 SUV preceding the smaller G70 saloon and the GV70 SUV. The company has built cars for the UK before, when a few select Hyundai dealers sold the Genesis saloon in the mid-2010s.

Now, though, Genesis is more committed to the UK market, and it arrives with a somewhat larger fleet of vehicles. Not only will the G70 and G80 executive saloons come to these shores, but the G70 will get a Shooting Brake estate version, while the GV70 and GV80 SUVs will further extend the brand’s offering. During its first year, it also expects to launch three vehicles with an electric drivetrain.

But customers who want to buy one of those cars will have no luck at their local Hyundai dealer. Genesis has decided to keep its sales process in-house, with exclusively online ordering and ‘Genesis Studios’ in “coveted locations” across the continent. The first UK studio will be in London, but further branches are expected to open as the brand grows.

Once a vehicle has been selected and purchased, Genesis is promising to look after its customers with more than just a warranty and some posh sales locations. Every car will come with a five-year ‘care package’, which includes a warranty, roadside assistance, servicing and over-the-air software and map updates. The company also says customers will never have to visit a dealer thanks to collection and drop-off services for vehicle maintenance.

The Genesis range goes on sale this summer initially with the G80 saloon available with a 2.2-litre diesel engine and eight-speed automatic transmission. Offered in Premium Line and Luxury Line trim levels, prices start at £37,460 and rise to £42,260.

Meanwhile, the SUV GV80 comes equipped with a 3.0-litre diesel engine and eight-speed automatic gearbox with both Premium Line and Luxury Line equipment levels. Prices start at £56,815 for the Premium Line and rises to £62,415 for the Luxury Line. Five seats come as standard, with the price premium for seven chairs just £500.

“We are excited to bring such a strong range of globally recognised products to the region,” said Dominique Boesch, the managing director of Genesis Motor Europe. “Genesis is already well-known for its impeccably high standards in design, technology, safety and reliability. However, it is our mission to offer so much more than just great products. We know that customers today crave experiences, and the onus is on us as a premium luxury brand to deliver a service which provides both convenience and exceptional hospitality to our customers. That is how we will stand apart from competitors.”