Genesis brand has a 'crawl, walk, run' approach to sales volumes, says UK MD

With seven new car launches in 12 months, at first glance Genesis Motor Europe’s entry to the UK market appears to be an all-out assault on the premium sector.

UK managing director Andrew Pilkington told AM that Hyundai’s online-only up-market offering is determined to pursue a “crawl, walk, run approach” which gauges public response to determine the rate of growth, however – insisting it has no volume targets.

Its Korean parent company will no doubt be expecting a return-on-investment from the brand that expanded into Europe in June, having sold 130,000 vehicles in its existing markets (US, Canada, Russia, the Middle East and Australia) in 2020.