by Genesis appoints former BMW top manager for European development
The premium brand Genesis, owned by Hyundai Motor Group, is taking serious steps to compete with German automakers. The company has appointed former BMW executive Peter Kronenbitter to the position of Head of Genesis Motor Europe. He has significant experience at BMW, where he was responsible for business development in emerging markets.
Kronenbitter will replace Xavier Martinet, who was acting as interim head. The new leader expressed optimism about the brand’s future in Europe:
“Genesis has a strong foundation, a passionate team, and a unique market position. With its Korean spirit, design values, and premium electric vehicles, I hope to replicate the success the brand has already achieved in Korea and the USA.”
Expansion plans and new technologies
Genesis is actively expanding its presence in Europe. Soon, the brand will enter the markets of Spain, France, Italy, and the Netherlands, adding to its existing presence in the UK, Germany, and Switzerland. Furthermore, the company is preparing to launch high-performance models under the Magma brand.
Genesis is also working on the development of hybrid models and electric vehicles with an extended range. The first such model could be a special version of the GV70. These steps indicate the brand’s ambitious plans to establish itself as a serious player in the premium market.
Despite being a relatively young brand, its rapid expansion and investments in new technologies show that the company does not intend to concede to traditional European premium marques. The success of these initiatives will largely depend on how willing European buyers are to accept the Korean approach to the premium segment.
