Genesis, the luxury arm of Hyundai, will introduce its first models to the UK market this summer.
The brand will kick-off its European introduction with the launch of the G80 electric saloon and promises to launch two further electric models within a year.
In other markets the G80 saloon and GV80 SUV are offered with a range of petrol engines. It has not been confirmed what powertrains will be offered when the vehicles arrive in the UK.
Genesis will operate a digital sales model, similar to Polestar, relying on online sales rather than physical dealerships.
A brand-operated London store at Westfield Shopping will be its only physical retail presence when sales get underway, with home or office delivery and collection at the heart of a ‘Genesis difference’ retail model.
Pivotal to the brand experience will be the appointment of a Genesis Personal Assistant, recruited from hospitality and retail sectors, who will manage every aspect of the buying and ownership experience.
Dominique Boesch, managing director for Genesis Motor Europe, said: “We are excited to bring such a strong range of globally recognised products to the region. Genesis is already well-known for its impeccably high standards in design, technology, safety and reliability.
“However, it is our mission to offer so much more than just great products. We know that customers today crave experiences, and the onus is on us as a premium luxury brand to deliver a service which provides both convenience and exceptional hospitality to our customers. That is how we will stand apart.”
Orders will open for the Genesis G80 sedan and the Genesis GV80 SUV in summer, with the new G70 and GV70 following soon after.