Genesis Launch In Europe Still A Couple Of Years Away

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Thread: Genesis Launch In Europe Still A Couple Of Years Away

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    Genesis Launch In Europe Still A Couple Of Years Away

    Genesis Launch In Europe Still A Couple Of Years Away
    Motor1
    JUN 21, 2019
    BY: ANTHONY ALANIZ,



    The brand does not yet have a crossover to offer.
    The Genesis brand, Hyundai’s top-tier luxury offering, is making headway in the U.S., even as the brand lacks a crossover or SUV in the lineup. Genesis is working to fix the oversight. However, the brand has yet to launch in Europe, and doing so will likely take more than just opening a few dealerships. Penetrating the European luxury market is a chore, and according to Hyundai Chief Marketing Officer Cho Won Hong, who spoke with Automotive News Europe, Genesis’ European debut is still a couple of years away.
    Foreign automakers have struggled to make headway against the German luxury automakers. Even other European luxury automakers such as Maserati, Alfa Romeo, and DS Automobiles have struggled. Infiniti announced earlier this year it’d stop European sales to focus on the U.S. and China. Lexus is a small player in the region, and Honda has yet to introduced the Acura brand to the continent – and likely won’t.

    For Genesis to even have a chance at getting a foothold in Europe, the brand has to market itself heavily. The company is building a Genesis experience center in Europe in hopes of teaching potential customers about the brand. While such a move is optimistic, a lot can change in just a few short years that could radically change the market or upend future expectations about the Genesis brand.

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    Re: Genesis Launch In Europe Still A Couple Of Years Away

    The Genesis brand, Hyundai’s top-tier luxury offering, is making headway in the U.S.
    Really?
    IMO, they badly botched the start and are going backwards.
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    Re: Genesis Launch In Europe Still A Couple Of Years Away

    ^ Last month, the G70 sold nearly as much as the IS and that's w/ the Genesis dealer network still in flux.

    It was also the best ever sales month for Genesis and that's before getting the facelifted G90 and all new G80, much less the upcoming CUVs.

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    Re: Genesis Launch In Europe Still A Couple Of Years Away

    Hyundai/Genesis has seen several examples of how not to launch a premium brand in Europe - Lexus had to rethink their business model as the European market works differently to North America - Acura never tried - Infiniti tried and has just withdrawn - Cadillac has tried and failed several times - Ford never tried with Mercury/Lincoln but it's Premier Automotive Group (Jaguar, Land-Rover and Volvo) was eventually sold.

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    Re: Genesis Launch In Europe Still A Couple Of Years Away

    ^ Plus, Genesis needs the right product mix to even have a chance of even modest success.

    Right now, the only model in their lineup that is suitable for the Euro market is the G70 and even then, they'll need a hybrid variant.

    There's a reason why Jag went w/ a compact and subcompact CUV first and not something larger.

    So when those are added to the Genesis lineup (including hybrid or BEV variants) and maybe something like a production version of the Mint concept - then, Genesis would have a chance to succeed.

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    Re: Genesis Launch In Europe Still A Couple Of Years Away

    How these folks keep making the same error/oversight/fookup is truly a puzzle. Look at Cadillac, coming on 10 years after the ute craze really started rolling downhill they finally woke up and spread the love. And why in Godddd-uhhh's name Hyundai would launch with sports sedans when what was hot was obvious...just very weird.

    Hell, in 2008 they had three utes and a minivan.

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    Re: Genesis Launch In Europe Still A Couple Of Years Away

    ^ It's b/c the latest iteration of the RWD BH platform (and its variations) is heavy and not ideal for being the basis of heavier CUVs (a major complaint about the G80/G90 is about their weight, so imagine what it would have been for a CUV based on the same bones).

    The next G80, GV80 and pretty much the range of non-BEV Genesis models will be underpinned by a new, lighter weight RWD platform.

    Sure, it would be great to get the CUVs earlier, but either do it right or run the risk of it not paying off.

    Jag and Alfa have CUVs and none of them are big sellers here.

    As for sedans, the compact, sport sedan segment is still a huge seller worldwide (see 3 Series, C Class and A4 sales) and luxury sedans (esp. midsize and full-size) sell very well in the Korean market (being one of the largest markets for the 5/7 Series and E/S Class).

    The K900, alone, sells more units in Korea than does the LS 500 in the US and Japan combined.
    Last edited by YEH; 06-23-2019 at 08:48 PM.

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