Genesis plans to launch operations in four new European markets in 2027

Following the launch in Spain scheduled for the fourth quarter of 2026, Genesis Motor Europe plans to begin marketing its premium vehicles in four other European countries next year. These countries are Austria, Denmark, Poland and Portugal. Once these plans are completed, the group’s luxury brand Hyundai will be present in a total of eleven markets across the European continent.

The South Korean company began its European journey in 2021 in Germany, Switzerland and the United Kingdom. After a pause of several years, it resumed its growth this very year, expanding its operations to France, Italy and the Netherlands, to which Spain will be added before the end of 2026. Already in 2027, Genesis will maintain its expansion strategy with the opening of four new markets, consolidating its position in Europe.

At Genesis Motor Europe, they believe this expansion confirms the commitment of the South Korean brand to the continent and its ambition to redefine the premium segment. They also state that their goal in Europe is to connect with customers who value the brand’s distinctive design, its vibrant Korean identity and its philosophy of hospitality ‘Son-Nim‘. The European expansion of Genesis will rely on solid and committed commercial partners in each country, they have explained.

Genesis will have an extensive commercial network in Europe

Until now, Genesis vehicles have been sold mainly through multi-brand dealerships integrated into the Hyundai network. However, Genesis is currently moving towards its own model with the opening of exclusive showrooms. The first of these opened in April in Almere, near Amsterdam, in collaboration with the Dutch group Broekhuis. A second one was subsequently opened in Italy, and further openings are planned for the third quarter of 2026. The South Korean company expects to have more than 50 sales points across Europe by 2027.

Regarding the model range offered by the brand in the new markets, details have not yet been confirmed. In the Netherlands, for example, Genesis has begun by offering only its three fully electric models: the GV60 -its first compact electric SUV, recently refreshed-, the Electrified GV70 and the luxury saloon Electrified G80. In Germany, by contrast, it also sells versions with internal combustion engines.