Hyundai’s Genesis premium brand is to launch in Europe this summer, focused on premium luxury and with imminent plans for electric vehicles.

Genesis will spearhead its EV line-up in Europe next year with the arrival of the Electrified G80, shown at the 2021 Shangai Motor Show and the brand’s first-ever EV

The brand will start sales initially in the UK, Germany and Switzerland, with other markets to follow, and will sell both online and through its ‘Genesis Studios’ alternatives to traditional dealers.

Its launch line-up will offer the existing G80 sedan and GV80 SUV models; bringing rivals to the likes of the Mercedes-Benz E-Class and GLE. These will be followed soon after by G70 and GV70 models, comparable to the BMW 3 Series and X3.

But the brand says it will underline its commitment to Europe with dedicated product coming soon, while three electric cars will arrive within the next year.

The first of these will be the Electrified G80 saloon, debuted at the Shanghai Motor Show and its first-ever electric vehicle. It has an NEDC range of around 311 miles (500km) and a 0-60mph time of 4.9 seconds, while a 350kW rapid charging system gives a 10-80% recharge in 22 minutes.

Details of the other EVs have not been announced but it’s likely that one of them will be based on the Hyundai Motor Group’s new Electric-Global Modular Platform (E-GMP), which is first making its debut on the Hyundai Ioniq 5 SUV.

The arrival of Genesis follows its launch as a standalone brand in late 2015, rivalling Toyota’s Lexus, and its toe in the water with the launch of the Genesis saloon in the UK and Europe.

The initial line-up will offer the existing G80 sedan and GV80 SUV models, quickly followed by the G70 and GV70 models

The carmaker said it will stand out in the market for its ‘Genesis difference’ approach, which places “exceptional customer service over sales”, including through a dedicated point of contact – the Genesis Personal Assistant.

The brand’s ‘we come to you’ promise also provides home or office delivery and collection for all interactions, removing the need to visit dealers.

And the Genesis Five-Year Care Plan provides a five-year programme covering warranty, servicing, roadside assistance, courtesy car and mapping and over-the-air software updates.

Dominique Boesch, managing director for Genesis Motor Europe, commented: “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.”