“The best at the best price”: this (currently) unknown luxury brand is coming to the Netherlands soon

Genesis began its European adventure in 2021 in three markets: Germany, Switzerland and the United Kingdom. So now it is also our turn. For the Netherlands, BMW’s top executive Peter Kronschnabl has clear expectations: “The Netherlands has a very high share of electric vehicles. Therefore, I expect this to be one of our strongest markets for all-electric models, each of which will benefit from the most modern technology the Hyundai Motor Group has to offer.”

Genesis: first electric, later ‘super hybrids’ as well

Starting in spring, you can initially visit the two showrooms for three models of Genesis: the GV60 (see photo below) is the smallest SUV of the family, with above it the electric versions of the larger GV70 SUV and the stately G80, a large sedan in the (price) class of, for example, the Lexus ES and the Mercedes-Benz E-Class. I already got to ride in the latter once in South Korea, and the impression left by the G80 is particularly luxurious, thanks to truly beautiful materials and extremely soft cushions for the heads of the rear passengers.

Only the fully electric variants of the current generations of these models are coming to the Netherlands, but for their successors Genesis is already working on so-called “super hybrids” that also have a fuel engine. This is what some markets, including China and America, which are important to Genesis, are increasingly demanding. According to Peter Krohnschnabl, those cars will appear on the road from 2027, probably also with us: “But ultimately our focus is really on electric, also because our next electric platform will be among the best in the world.”

Genesis is also working on ‘Defender competitor’

In our conversation, Krohnschnabl reveals, albeit after some urging, that even more news will follow from Genesis before then. Later this year, for example, the brand is already pulling down the curtain on a “characterful, tough SUV that will become an icon of Genesis.” The brand’s big boss in Europe is excited about the future and has to make visible efforts to keep more details under wraps. Kronschnabl clearly feels more freedom to talk to the press than at his previous employer BMW (where he worked for decades and has a very strict communication policy), but is not giving anything away yet.

But when I ask if that car is to become a direct competitor to successful (and lucrative) icons such as the Mercedes-Benz G-Class and Land Rover Defender, a sneaky laugh escapes Krohnschnabl. “I’m not saying anything at all, but you just might be right.” There is a good chance, at least that is the estimation of the AutoRAI.nl editors, that this off-road-like style will get elements from the impressive 2025 Genesis X Gran Equator Concept.

What has already been confirmed is that Genesis is coming with its own performance label for extra sporty versions under the name Magma. Count on extra “hot” versions with lots of power, tighter handling and special options. According to the top executive, the brand is using the already announced GV60 Magma – see photo at the very bottom of this story – to “test the temperature of the water. “But as far as I am concerned, it is clear: a premium car brand that takes itself seriously must have a sports car branch.”

Genesis: more warranty than Mercedes and BMW

However, it is clear that the focus at Genesis will be on luxury and comfort. With this, the brand wants to be a great added value compared to existing premium brands and thus slowly but surely conquer a piece of the market. Among other things, an extended warranty is important for this, Krohnschnabl explains: “With some competitors you only get two or three years of warranty, with us customers can rely on five years of full support in the Care Plan.” The brand also comes with a pick-up and drop-off service for customers and wants to offer exclusive experiences to customers that money normally cannot buy.

Krohnschnabl is outspoken about what Genesis does NOT want to be: a volume brand that uses discounts to force market share as other newcomers do. “Discounting is not selling, it is giving your cars as a gift. That’s not sustainable, not for the manufacturer and not for our dealers.” Instead, the brand wants to offer customers great value for their money. “We are not cheaper than other premium brands, but you get more beauty for your money. Materials, finishes and technology that you get elsewhere at extra cost are standard with us. Customers will experience that new standard in many more areas.”

Next March 20, Genesis – a name that has previously been pasted on Hyundai’s luxury and sporty models – will be officially launched in the Netherlands. Not long after that, you will see the brand’s first models driving around our country.