Currently reading: Ex-Audi sales boss to oversee European launch of Genesis
Korean brand gears up to take on premium European marques with appointment of its first European managing director
James Attwood, digital editor
News
2 mins read
29 September 2020

Hyundai’s luxury brand Genesis has stepped up plans for an imminent European market launch, appointing former Audi sales boss Dominique Boesch as its first managing director for the region. 

Boesch will begin his role at the new Genesis Motor Europe headquarters in Germany on 1 October, reporting directly to global brand boss Jaehoon Chang. 

He joins following 20 years at Audi, where he held roles including sales director for France, head of European sales and managing director in Korea, Japan and China. Most recently, he was in charge of developing the brand’s global retail strategy.

He said: “I feel privileged and excited to join Genesis Motor Europe and bring an ambitious Korean contender to the region. The brand will stand out through dynamic design, athletic performance, truly premium customer service and a driving experience tailored to European roads. 

“Europe is the spiritual home of the premium car market and I am certain that the Genesis models we plan to launch here will be a pleasant surprise to many.” 

The Korean brand has yet to confirm when it will launch in the region or what its initial model line-up will comprise. It was initially planning a roll-out in 2020, with the UK market a key focus.

Boesch's appointment follows that of former Aston Martin and Maserati executive Enrique Lorenzana as head of sales for Genesis in Europe. 

Bringing Lorenzana on board gives some indication of the premium market Genesis will be aiming for in Europe. He most recently served as Aston Martin’s head of European sales, following a seven-year spell at Maserati. The Spaniard has also worked at Audi and fellow Hyundai-owned brand Kia.

Genesis boss William Lee said Lorenzana’s appointment “shows that Genesis is strongly committed to Europe and its automotive luxury market”.

Genesis was launched by the Hyundai Motor Group in 2015, taking its name from the long-running Hyundai Genesis executive saloon. The first bespoke Genesis model, the G70, went on sale in 2017, and has since been followed by the G80 and G90. The brand has also revealed its first SUV, the GV80, and last year showed the Mint electric city car concept.

Genesis has already launched in countries including South Korea, the US and Russia.

READ MORE

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Hyundai Genesis
The Hyundai Genesis is powered by a 3.8-litre V6 petrol engine

The Korean firm has made progress in its quest to match executive saloons from Audi, Mercedes and BMW, but on this evidence there's still work to do

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Comments
19

23 April 2020

I love the look of some of their recent cars. Would definitely consider one as a left field alternative to the boring German lineup. 

23 April 2020
They look great cars and knowing Hyundai quality will be far better than the equivalent German premium, but they still won't sell as they do not have one of those £5 badges on the front of them.

23 April 2020

As much as i think the G80 looks good as an innofensive Audi A8 fastback styled car, in a post Covid world unfortunately i cannot see it selling and used values will be bargain basement territory, possibly having the reliability of Lexus at the price of a Kia. Not sure if it is a 'saloon' or hatch however if the latter might be a cheap used buy for me in a few years. 

23 April 2020

I sometimes wonder about 'prestige' brands set up by an existing car company. It's as if their normal cars aren't really up to scratch so you have to pay extra for the ones with the posh badge instead. And with all cars being ridiculously expensive now, shouldn't they all be regarded as 'prestige' thus get all the best bits as standard anyway?

23 April 2020

A previous article referred to the G80 as a Lexus ES rival. Given the popularity of the Lexus ES over here in the UK, Genesis can look forward to selling one car per month then.

289

29 September 2020

LOL. And even that registration will likely be a demonstrator.

I wish them luck, I really do, but unless they are extroadinarily lucky they will go the way of Infiniti etc. - even Lexus has never really nailed the UK market.

 

As someone said just great (cheap) secondhand bargains.

29 September 2020

The German "quality" myth could take over twenty years to bust but the bubble will burst one day.

29 September 2020
scotty5 wrote:

A previous article referred to the G80 as a Lexus ES rival. Given the popularity of the Lexus ES over here in the UK, Genesis can look forward to selling one car per month then.

wow ONLY 2 hyundai ‘adverts’ on the front page today autocar(!) I agree , Japanese Lexus ES is 1000x better buy than this “look how far we come” circle jerk car for hyndai. Toyota motor group don't sell many ES’s here in this German exec obsessed nation so I cant imagine how many of these they will sell here.. maybe 1 to the south korean ambassador in london seeing as south koreans are a very racist nationalist tribe of a people and MUST drive a “south korean” car. I think the bigger picture is that hyundai do NOT CARE when this car will be an eventual flop, the car existing is good enough as theis vehicle is part of south koreaas government sponsored “nation branding” exercise. I think people here underestimate SK are a very nationalistic nation , their entire world view is shaped by their inferiority complex shown towards their previous colonial master Japan who built the 3rd world dump into a modern nation. The south korean government have waged a “nation branding” war to improve its image on the world stage over the past 15 years by basically copying Japan but branding it korean: Kpop is a cheap copy of Jpop Kdramas are a copy of Jdramas Korean cars are a copy of Japanese cars (hyundai/kia motors started as a knock down Mitsubishi builder because Japanese goods was banned in the nation..) ulzzang is a carbon copy of kawaii culture korean martial arts are a copy of Japanese(taekwondo is a post war bastardisation of Karate, kumdo is also a postwar copy of kempo because again the korean regime banned japanese culture..) the list is endless of cheating , copying, and bribes (bribing fifa in 2002 world cup)but most importantly... Genisis is a carbon copy of Lexus. This car is not meant to sell but to be a walking “nation branding ”advertisement for the ultranationalistic south koreans, they probably pay auto car to spam 2+ genisis/hyundai/kia “news” articles a day and give good reviews to reinforce that..

29 September 2020

Not very happy about South Korea are you? Would you prefer North Korea? What a bizarre rant...

30 September 2020
nimmler wrote:

scotty5 wrote:

A previous article referred to the G80 as a Lexus ES rival. Given the popularity of the Lexus ES over here in the UK, Genesis can look forward to selling one car per month then.

wow ONLY 2 hyundai ‘adverts’ on the front page today autocar(!) I agree , Japanese Lexus ES is 1000x better buy than this “look how far we come” circle jerk car for hyndai. Toyota motor group don't sell many ES’s here in this German exec obsessed nation so I cant imagine how many of these they will sell here.. maybe 1 to the south korean ambassador in london seeing as south koreans are a very racist nationalist tribe of a people and MUST drive a “south korean” car. I think the bigger picture is that hyundai do NOT CARE when this car will be an eventual flop, the car existing is good enough as theis vehicle is part of south koreaas government sponsored “nation branding” exercise. I think people here underestimate SK are a very nationalistic nation , their entire world view is shaped by their inferiority complex shown towards their previous colonial master Japan who built the 3rd world dump into a modern nation. The south korean government have waged a “nation branding” war to improve its image on the world stage over the past 15 years by basically copying Japan but branding it korean: Kpop is a cheap copy of Jpop Kdramas are a copy of Jdramas Korean cars are a copy of Japanese cars (hyundai/kia motors started as a knock down Mitsubishi builder because Japanese goods was banned in the nation..) ulzzang is a carbon copy of kawaii culture korean martial arts are a copy of Japanese(taekwondo is a post war bastardisation of Karate, kumdo is also a postwar copy of kempo because again the korean regime banned japanese culture..) the list is endless of cheating , copying, and bribes (bribing fifa in 2002 world cup)but most importantly... Genisis is a carbon copy of Lexus. This car is not meant to sell but to be a walking “nation branding ”advertisement for the ultranationalistic south koreans, they probably pay auto car to spam 2+ genisis/hyundai/kia “news” articles a day and give good reviews to reinforce that..

Rimmler!

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