Genesis, Hyundai’s premium EV brand, enters Italy as its fourth European market, offering the GV60, Electrified GV70, and Electrified G80 from launch. This move targets Italy’s premium buyers with a curated retail network starting in Rome and Padua this spring, signaling broader European expansion, including France, Spain, and the Netherlands.
EV enthusiasts and luxury buyers should note this expansion, as it brings Korean luxury electrics tailored for Europe into direct competition with established premium brands in a key market.
Background
Genesis, headquartered in Seoul and launched in 2015 as Hyundai’s luxury division, entered Europe in 2021 with operations in Germany, the UK, and Switzerland from its Frankfurt base. The brand now operates under Genesis Motor Europe, led by Managing Director Peter Kronschnabl since the summer of 2025. Italy marks the fourth market, with France, Spain, and the Netherlands planned for 2026, reflecting a strategic push into major economies.
Genesis emphasizes a ‘Son-nim’ hospitality philosophy, meaning ‘honored guest,’ to deliver personalized service. Distribution follows a curated retail model focused on key locations and a comprehensive service network.
Key Specifications
Genesis has offered three battery-electric vehicles (BEVs) in Italy since market entry. Specific power, range, and pricing details remain unconfirmed in announcements, pending local specifications.
| Model | Type | Key Notes |
|---|---|---|
| Genesis GV60 | Compact SUV | Multi-award-winning, recently updated, first dedicated EV. |
| Electrified GV70 | Flagship SUV | Dynamic performance, luxury features. |
| Electrified G80 | Luxury Sedan | Extended wheelbase, most equipped in Europe. |
Retail and Market Strategy
The first dealerships open this spring in Rome and Padua, with further sites planned to cover key regions. This selective approach prioritizes brand experience over volume. Charles Fuster was appointed Brand Director for France and Italy in September 2025 to oversee launches.
Genesis ties its entry to motorsport, with Genesis Magma Racing debuting the GMR-001 hypercar in the 2026 FIA World Endurance Championship at Imola, Italy (April 17-19). Technologies from racing will inform road EVs.
Customer Focus and European Tailoring
Models feature European-specific driving dynamics, enhanced batteries, and extended range. Kronschnabl stated: “Our award-winning all-electric models are tailored in terms of driving dynamics and specifications specifically for European customers.” Italy’s design heritage and high expectations align with Genesis’s values.
Comparison with Competitors
| Brand/Model | Markets | EV Lineup Notes |
|---|---|---|
| Genesis (GV60, eGV70, eG80) | 4th market: Italy | New entrant, curated retail, motorsport tie-in. |
| Polestar (2, 3, 4) | Established in Italy | Full EV focus, wider network.[general knowledge] |
| BMW (i4, iX3) | Strong in Italy | Hybrid options, dense dealerships. |
| Mercedes (EQS, EQE) | Dominant luxury | Premium sedans/SUVs, advanced ADAS. |
Verdict
Genesis’s Italy launch strengthens its European EV foothold with proven models and a premium service model, appealing to buyers seeking alternatives to German dominance. Ideal for design-focused luxury EV shoppers valuing hospitality and performance. Unanswered: exact pricing, range figures, and full dealer rollout timelines—details pending local announcements.
