Currently reading: Genesis, Hyundai and Kia to develop cars in Europe
More cars bound for Europe from the Hyundai-Kia group are set to be tested on the continent

More Genesis, Hyundai and Kia models will be developed in Europe for Europe, according to Tyrone Johnson, who heads R&D in the region for the three brands.

“We’ve been so successful [in our European operation] that we’ve been given more to develop on our own,” he said.

Ultimately, the move means more bespoke models just for Europe, but also the team leading development of some global models, such as those under the Hyundai N performance sub-brand.

Last year alone, Johnson’s team had 30 projects on the go, including the Hyundai Kona N, the Hyundai i20 N and the Elantra N, which was developed in Europe but destined for the US.

Since taking on the role in 2018, Johnson has consolidated a number of European test sites. Now, its main facility is the former Opel test track at Dudenhofen, Germany.

The Hyundai group is also planning to double the size of its site at the Nürburgring, confirmed Johnson. He said the ’Ring is used for extensive durability testing, with each vehicle driving 10,000 miles on the circuit.

In terms of new models for Europe, last year saw the launch of the Genesis G70 Shooting Brake, a car that has been created specifically for the European market. It has been so well received, said Genesis Europe boss Dominique Boesch, that its home market in South Korea is now considering selling the car as well.

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scotty5 17 June 2022

 I like Genesis's use of wording, they say their shooting brake has been well received. Very happy for them but how many people have put their money where their mouths are?

Just had a look at Genesis UK website which lists cars they currently have in stock ready to go. Seems they have a good selection of every model. Thing is, I haven't see a Genesis in the flesh yet. Has anyone else?

As for their sales model - have you seen the prices of extras? ( expensive or what? they make Meredes or Audi extras look cheap !!! ) They have many colours and interior colour combinations but again, then all you have is a photo - what will the car look like to the naked eye?

Ironically they talk about tailoring their cars to the European market but their sales model is so different from what we're used to - I can't see how they're going to make this work in Europe. 

BlahBlah43 17 June 2022
Given that they will all be EVs, Hyundai, Kia, and Genesis will be redundant. See EV6, Ioniq5, and GV60. Especially with the economic collapse happening in a few months, EVs will be the kiss of death for many brands as there's only so many ways to dress up two motors and awd
gavsmit 17 June 2022

It certainly seems that way - there's only so much cynical and cosmetic changes you can make to basically the same car to justify ludicrous prices.

Andrew1 17 June 2022
Really? I know a Golf can be sold as A3, Leon or Octavia with great success. Or more recently, a Disco gets visible screws and becoms the new Defender.
Andrew1 17 June 2022
Quite the contrary. EV architectures open up a lot more possibilities for design and packaging teams.