Genesis, the top-of-the-range brand from the Korean Hyundai group, is preparing to set up shop in France. The first deliveries are scheduled for early 2026, and this little-known manufacturer on the Old Continent will be taking its first steps here in 100% electric form!
Hyundai took advantage of its presence at the 24 Hours of Le Mans to announce the arrival of its premium brand in four new European markets. Genesis is thus preparing to land in France, Italy, Spain and the Netherlands, four years after it began its conquest of the Old Continent in Germany, the United Kingdom and Switzerland.
An electric trident for the arrival of Genesis in France
The launch of Genesis in France had to be 100% electric. That’s the way things have always been, but also, and above all, the way the market is heading. And the Korean manufacturer is not doing things by halves, as it has decided to launch three models. The GV60, a compact SUV that will go down as the brand’s first vehicle designed from the outset to be electric (which explains its sleek design), the eGV70, its XL version, and the eG80 large road saloon.
While Genesis has built up a fine reputation thanks to its innovations, both in terms of design and on-board technology, the brand still has a lot of work to do to raise its profile in France. All the more so as it intends to go hunting in the territories of the big European premium names, from BMW to Mercedes to Polestar, while taking on the Chinese manufacturers who are seeing their market share grow year on year. In short, we need to make up this shortfall in brand awareness, and to do this, Genesis plans to set up a dozen ‘studios’ in France. More than dealerships, these will be showrooms inspired by luxury boutiques which, according to Le Figaro, are due to open in Paris, Lyon, Bordeaux, Nantes, Lille, Strasbourg, Nice and Toulouse.
Genesis well placed in the price war?
As I said earlier, the competition looks set to be fierce for Genesis when it arrives in France. And while the customer experience of a tailor-made studio to choose your vehicle is a strong point, it is above all the quality/price ratio that will tip the balance when it comes to signing the cheque, even in the premium segment. Based on prices already known in Switzerland, and bearing in mind that prices are generally higher in Switzerland, we discover that the GV60, the cheapest of the three models that will be available here, starts at €68,000, which is in the same ballpark as the Mercedes EQB and the BMW iX2.
It remains to be seen whether the technological and comfort arguments put forward by Genesis, those that will make the difference more than the engine, will be able to surpass the two German giants in terms of quality, since in terms of price, it’s not certain that there will be a big enough difference to play in the Korean manufacturer’s favour. To find out for sure, we’ll have to wait until 2026 and the arrival on our roads of the first Genesis-badged cars for ECO MOTORS NEWS journalists to get their hands on them.
Genesis Magma, the sporting showcase
In the meantime, the brand is making a name for itself in France with its Genesis Magma programme. It’s no coincidence that Genesis announced its arrival on the French market during the 24 Hours of Le Mans. The legendary endurance race is a prestigious showcase for the brand, which took part this year in the LMP2 category, ahead of its move into the hypercar category in 2026 with the GMR-001.
