Genesis in Europe: home sales, electric to the Netherlands

“The big difference between real start-ups and a new brand from an existing large car manufacturer, like us, is that we already have a certain working method. So we can’t just open a few ‘stores’, but want a well-thought-out and serious logistics process. That takes time,” says Vladislav Alexiev of Genesis Europe.

However, opening real dealers is expensive and seems too complex at this initial stage – Genesis still plays a small role. That is why potential customers are now directly linked to a ‘Genesis Personal Assistant’, or GPA. Do you want a test drive? No problem, the GPA will bring the desired model to you in a trailer. The Assistant supervises the assembly at home or at the office and delivers the car to the desired location after purchase. The customer does not have to go anywhere for maintenance: the car is picked up and returned.

Genesis also likes to emphasize that this solution means that the customer spends as little time as possible on necessities around the car, which many buyers in the higher price range undoubtedly appreciate. However, the Korean brand is realistic enough to realize that the get-and-go model only works “to a certain extent.” In other words: when Genesis starts running serious numbers, the sales model will be overhauled again.

Genesis already has central locations for its own organization where (demonstration) cars are collected and delivered, but these are places where customers are only received on special request. In principle, they are mainly logistics centres, initially in one location per country and later in multiple locations if necessary.

Thanks to the central organization, Genesis can and will work with clear prices, which are the same everywhere in Europe, regardless of any taxes and currency differences.

The Netherlands

The question of exactly when Genesis will come to the Netherlands has often been asked. As an EV forerunner, we are now used to being among the launch countries of new brands, but Genesis has started in Germany, Switzerland and the United Kingdom. Due to the greater focus on electric models, Genesis Netherlands now has its sights set on the next European expansion. However, the brand says it is not rushing to work and wants to get its affairs in order in the aforementioned countries before it thinks about expanding. The year 2024 is called cautious, but that is by no means certain.

There is a very good chance that Genesis will only supply electric models in the Netherlands, since it only wants to launch EVs from 2025. At the moment, the brand offers three: the Electrified GV70, the Electrified G80 and the GV60. The latter is based on e-GMP and is therefore the technical brother of the Kia EV6 and Hyundai Ioniq 5. The GV70 and G80 are based on existing, eponymous models with combustion engine. The GV70 is a BMW X3 size car, the G80 can compete with a model like the 5-series.