On the occasion of the debut of the Korean team in the world endurance championship at the 6 Hours of Imola, in the month that marked the launch of the premium brand in our country, the director of Genesis for Italy and France Charles Fuster analyzed with us the plans for its expansion in the future
Genesis and Italy. A bond that is becoming increasingly closer and which has achieved very important results in this month of April. Because at the same time the premium Korean brand arrived on the market in our country and also made its sporting debut in the FIA World Endurance Championship (WEC), which this season started in Italy, with the 6 Hours of Imola on 19 April. Genesis, which decided to immediately land in the main category, with its new Gmr-001 hypercar and a 3.2-liter turbo hybrid V8 engine, completed its first race in the WEC with both cars, finishing in 15th and 17th place in the most important class. On the occasion of the race, there was an opportunity to analyze Genesis’ plans in our country for the near future with Charles Fusterbrand director for Italy and France.
The WEC showcase and the launch in Italy
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The 6 Hours of Imola therefore marked the debut of Genesis in the WEC, precisely in Italy, where it was recently launched on the market. ”It’s wonderful – comments Fuster – because Italy has a great tradition in motorsport and there are many car enthusiasts, so for us launching Genesis in Italy together with the WEC, right here in Imola, is truly the perfect combination”. After an initial launch event last January 22nd in Milan, Genesis began its new adventure in the Italian market in April with the opening of the Padua showroom. The first ones feedback of possible Italian customers were really very interesting for a new, hitherto unknown brand. “On April 1st we held the Genesis Golf Trophy in Padua and several people came prospectscurrent customers of premium German brands such as Audi, BMW, Mercedes and Porsche, but also of Maserati and Range Rover – explained the brand director for Italy and France – These potential customers immediately asked us to do test drives, because they believe that our cars are excellent, with beautiful finishes, and very credible compared to other cars in today’s premium segment”.
Differences and similarities between the Italian and French markets
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After Germany, the United Kingdom and Switzerland, in 2026 Genesis has decided to arrive in other important European markets such as Italy, France, the Netherlands and Spain. Fuster, who manages the brand for both the Italian and French markets, explained the differences and similarities between these two countries as follows: ”I must say that the two markets are very similar. What changes is that in France electric is a slightly more important reality than in Italy, even if here we have a tax system that is very favorable for us – these are his words – In my country of origin there is an additional complication from this point of view, but they are two markets that have the same expectations. We chose to start from Italy and France because the premium segment exists here, the possibility of choosing an exotic brand exists and is interesting”. Genesis has decided to enter Italy with three 100% electric premium models: the GV60 SUV coupé, the GV70 SUV and the G80 sedan. After the inauguration of its first showroom in Padua, the second one will open in Rome in the summer and in October 2026 it should also arrive in Milan.
Genesis expansion in Italy in the near future
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Genesis’ intentions are to expand more and more in our country, as admitted by Fuster: ”By the end of 2028 we want 25 points of sale throughout Italy. Let’s not race for capillarity at all costs, it would be wrong to start immediately with 100-150 showrooms – said the brand director for Italy and France – With 25 sales points we will employ 70% of the Italian population and we must be present in large cities where there is very significant purchasing power for premium cars”. The models with which Genesis entered Italy are all three 100% electric, but the arrival of other engines is already planned: ”There is a well-done product plan, which I have seen, beautiful. In 2027 we will get to one of these three cars with a hybrid engine – Fuster’s statement -. Then in 2028 Genesis will have a new exclusive platform, not shared with Hyundaibut one multi-energy dedicated only to our brand”.
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