Another brand you’ve never heard of – and this one’s taking on Audi, BMW and Mercedes
Car changing is a big deal
This Korean premium brand is expanding into Europe, aiming to challenge Audi and BMW with a new take on luxury built around design and experience.
German giants Audi, BMW and Mercedes have long dominated Europe’s premium car market, setting the benchmark for performance, heritage and customer loyalty. But a quiet challenger from South Korea is looking to rewrite the rules: Genesis.
To find out what makes this alternative to the establishment worthy of your time, I spoke to Genesis Motor Europe’s managing director, Peter Kronschnabl. He says Genesis’ strategy is less about taking on those well-known German brands directly and more about redefining what “premium” means in a rapidly changing market.
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The UK is just the beginning for Genesis
While Genesis remains a relatively rare sight on British roads, the brand believes it’s only scratching the surface of its potential in the UK.
Kronschnabl tells Carwow that the UK remains one of the most important premium car markets in Europe, and the company is laying the foundations for future growth by transitioning from a direct-sales model to a more traditional dealer and agency network.
“For the moment, I’m satisfied with how we’re exploiting our potential,” he explains. “The UK team is doing a very good job. They’re making the most of the opportunities available, and we’re well positioned to grow once the transition is complete.”
That doesn’t mean Genesis is content to stand still. Kronschnabl made it clear that simply maintaining current sales levels won’t be enough in the long run, suggesting the brand has much bigger ambitions for Britain.
Why Genesis sees its lack of heritage as an advantage
Most premium manufacturers spend millions celebrating their history. Genesis is taking a different approach.
Unlike BMW, Audi and Mercedes, Genesis doesn’t have more than a century of heritage behind it. The luxury brand only launched in 2015, but Kronschnabl believes that youth gives Genesis a unique advantage.
Having spent around three decades at BMW before joining Genesis, he’s seen both sides of the premium car industry.
“BMW is a legacy brand with more than 110 years of history,” he says. “Genesis is only 10 years old.”
“We don’t carry the weight of a long legacy. We can build the brand based on how we believe things should be done today.”
He explained that that freedom allows Genesis to create its own interpretation of luxury, one shaped by modern customer expectations rather than traditions established decades ago.
Genesis doesn’t want to win on price
Many new brands attempt to attract customers by offering significantly lower prices than established alternatives. Genesis isn’t interested in that strategy. Instead, it wants customers to choose its cars because of their quality, design and ownership experience.
“Anyone can compete on price. That’s not our strategy,” says Kronschnabl. “We’re a premium brand, so while we want to be competitively priced, we don’t intend to be the cheapest option in the premium class.”
The company is also wary of the heavy discounting often seen elsewhere in the industry. “If you discount too aggressively, you can damage the brand before you’ve even built it.”
Genesis occasionally runs finance incentives and promotional offers in the UK, with savings of up to £2,500 available to eligible customers. You can also get a great deal on a Genesis through Carwow.
More models are coming
Genesis isn’t just focused on selling more cars; it also wants to broaden its appeal.
Today, the GV60 serves as the brand’s smallest SUV, while its upcoming GV90 will become its flagship model. However, Kronschnabl hinted there could be room for additional vehicles, including potentially something even smaller than the GV60.
Genesis is also responding to changing customer demand by expanding beyond pure electric cars.
While EVs remain central to the company’s plans, hybrid models are scheduled to arrive from the end of next year, followed by electric range-extender vehicles.
“We’ve received feedback that customers want alternatives to pure EVs,” Kronschnabl explains, acknowledging that the transition to full electrification is taking longer than many manufacturers originally anticipated.
Its Magma programme is about more than performance
If Genesis wants to compete with Mercedes-AMG, BMW M and Audi Sport lines, it needs performance models of its own. That’s where Magma comes in.
The new performance-focused sub-brand will launch with the GV60 Magma, but Kronschnabl insists the project is about much more than horsepower figures.
“Every premium manufacturer needs a performance offering. It’s about adding emotion to the brand,” he explains. “When you sit in a GV60 Magma, you’ll immediately feel the emotion of the car. It’s not just about power.”
The company believes performance cars still have a place in the electric car era, but they need to offer an emotional experience rather than simply impressive acceleration figures.
The premium market is starting to take notice
Despite being one of the newest names in the luxury car market, Genesis believes it’s already beginning to earn recognition from both customers and the media.
Kronschnabl points to the brand’s design-led interiors as a particular strength, with positive customer feedback reinforced by a growing collection of industry awards.
“We’ve received very positive feedback about our interiors and our design,” he says.
But the challenge ahead remains huge. The Korean brand makes up 0.05% of the UK’s new car market share year-to-date, according to the latest statistics by the Society of Motor Manufacturers and Traders (SMMT).
As the SMMT data suggests, Genesis still lacks the brand recognition enjoyed by its German competitors. But rather than trying to copy them, the company is attempting something arguably more ambitious: redefining what a modern premium car brand should be.
And if Kronschnabl is right, being the newest player in the game may ultimately prove to be Genesis’ biggest advantage.
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