Hyundai’s premium Genesis brand is pushing deeper into Europe with plans to enter France, Italy, Spain, and the Netherlands by early 2026, doubling its current European footprint as it seeks to challenge established luxury automakers on their home turf.
The expansion was announced at the Le Mans 24 Hours race venue, where Genesis Magma Racing made its debut appearance in the legendary endurance event. The move will bring Genesis’s total European presence to seven markets, adding to existing operations in Germany, Switzerland and the United Kingdom.
Xavier Martinet, managing director of Genesis Motor Europe, positioned the expansion as “the most significant market expansion since we launched in Europe in 2021.” The brand currently offers three all-electric models in Europe and has committed to becoming fully electrified by 2025.
Electric vehicles already account for around 80% of Genesis’s European sales, though the brand faces an uphill battle against entrenched German competitors like BMW and Mercedes-Benz in their core markets. Genesis has operated in Europe since 2021 but remains a niche player despite winning various automotive awards.
The timing coincides with Genesis’s motorsport ambitions, as the brand prepares for a factory entry in the World Endurance Championship by 2026 with its GMR-001 Hypercar.
