Last year in September, Hyundai Group’s premium car brand- Genesis hired Dominique Boesch as its first Managing Director for the European market and now the company is all set to make its foray into the market. Genesis took to Twitter through its European handle to share the news and the tweet read, “The Genesis journey continues. All roads lead to Europe. Get ready to join us on this thrilling new adventure.”
Dominique Boesch had joined Genesis from Audi AG where he held the role of Sales Director in France before serving as Managing Director in Korea, Japan, and China, respectively, over his twenty-year tenure. After more than 10 years in Asia, Boesch returned to headquarters as head of European sales, and, most recently, he was leading the brand’s future Global Retail Strategy.
In Europe, Genesis will go against the likes of Mercedes-Benz, BMW, Audi, and Jaguar Land Rover among others. Genesis hasn’t revealed any plans about its product line-up or models it will launch initially to start its operations with. It also showcased the electrified G80 at Auto Shanghai 2021 and it will be the brand’s first EV. It will go on sale alongside the conventional G80, GV70 crossover, and the GV80 SUV in the global markets, and the same is expected even in Europe.