Genesis to expand into four additional European countries in 2027
After its debut in Germany, Switzerland, and the United Kingdom in 2021, Genesis paused its European expansion for several years – until this year, when it entered France, Italy, and the Netherlands, with Spain to follow in the fourth quarter of 2026.
In 2027, Genesis is now set to build on this momentum by adding another four European markets to its portfolio, just as it did in 2026. Austria, Denmark, Poland, and Portugal have now been confirmed as new target markets as part of the company’s long-term growth strategy in Europe.
Peter Kronschnabl, Head of Europe at Genesis, states: “Genesis’ expansion into Austria, Denmark, Poland and Portugal confirms our commitment to Europe and our ambition to redefine the premium automotive segment. We are excited to bring the Genesis line-up to more customers across Europe, supported by strong and committed retail partners. Each new market represents a unique opportunity to connect with customers who value our distinctive Korean vibrancy, ‘Son-Nim’ hospitality ethos and distinctive design.”
While Genesis vehicles in Europe have so far been sold primarily through multi-brand dealerships within the Hyundai distribution network, the brand opened its first standalone Genesis showroom in April in Almere, near Amsterdam, in collaboration with the Dutch dealership group Broekhuis. A second showroom has since been added in Italy, with further locations across Europe set to follow in the third quarter of 2026. By 2027, Genesis plans to operate more than 50 sales outlets across Europe.
It remains unclear which models Genesis will launch in these new markets. In the Netherlands, the Hyundai luxury brand initially offered only its three battery-electric models: the GV60, the first battery-electric vehicle in its lineup and a compact luxury SUV that was updated last year. The Netherlands also offers the electric flagship SUV Electrified GV70 and the electric luxury saloon Electrified G80. In Germany, however, Genesis also offers internal combustion engine models.
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