Fast-growing luxury auto brand Genesis is opening its second UK ‘Studio’ showroom this coming Friday, enabling the public to get up close with its expanding EV line-up.

The new Studio will enable the public to see the brand’s growing EV line-up first-hand

Located at Battersea Power Station, the new space will showcase the brand’s vehicles in the Grade II listed London landmark and is expected to provide a “a fitting convergence of past and future innovation in electrification”.

It joins the first Genesis UK Studio, which opened in Westfield, London in summer 2021, and enables customers to fully engage with the vehicles to provide a “new kind of luxury experience” alongside a comprehensive test drive programme.

The Hyundai-owned high-end marque, which launched in the UK last year, is seeking to disrupt the market by offering premium, Korean-designed cars with a luxury experience. This includes big plans for fleet (see interview here), supported by a growing EV line-up.

The brand has announced and released three electric vehicle models in 2022 alone – underscoring its commitment to becoming an all-electric vehicle brand by 2030 and to pursuing the goal of being a carbon net zero by 2035.

Its fully electric line-up started with the GV60 crossover, followed by the Electrified G80 saloon, while the Electrified GV70 – a rival to models such as the BMW iX3 and Mercedes EQC – has gone on sale this month.

The brand is also seeking to disrupt the market by eschewing the traditional dealership format and majoring on an online buying experience, providing customers with ‘personal assistants’ to take care of every aspect of the buying and ownership experience. The new Studios further support this approach and are intended to “both audacious and progressive”.

Andrew Pilkington, UK managing director at Genesis, explained: “The experience in our Studio is a physical mirror of our online experience; from the customer service via our Genesis Personal Assistants to our transparent pricing options, with no haggling or discounting – the same superb value for every customer. We are hugely excited for the opening of our new Studio at Battersea Power Station, which represents another big step in our commitment to the UK market, as well as the opportunity to be closer to our customers and deliver a luxury experience.”

The new Genesis Studio Battersea Power Station Studio will open to the public on Friday 14 October 2022.