How Genesis is following its own path in Europe

Genesis, Hyundai's premium brand, is poised to launch in Europe. It hopes to follow in Lexus's footsteps but will strike its own way. Genesis, Hyundai's premium brand, isn't strictly new to the UK. The Hyundai Genesis executive saloon arrived in 2015 as a BMW 5 Series and Mercedes-Benz E-Class rival. When it was axed from Hyundai's UK line-up in 2017, only 50 had been sold in the market.