Genesis is preparing to launch sales in the UKApril 24, 2020
Former head of Aston Martin and Maserati has been appointed head of sales for the premium Korean brand in Europe.
Genesis, the premium brand of Hyundai, has begun to prepare for its long-awaited entry into the European market with the appointment of a new sales boss in the region. Genesis Motor Europe has appointed former Aston Martin and Maserati CEO Enrique Lorenzan as Sales Director.
The Korean brand has not yet confirmed when it will appear in the region and what the initial lineup will be. Note that the brand was planning to start sales in the EU in 2020, when the main emphasis was placed on the British market.
Lorenzan’s appointment provides some insight into the premium market Genesis will target in Europe. Recently, he served as Aston Martin’s head of European sales after a seven-year period at Maserati. The Spaniard also previously worked at Audi and another Hyundai owned by the Kia brand.
Genesis CEO William Lee said Lorenzan’s appointment “shows that Genesis is firmly committed to Europe and its automotive luxury market.”
Recall that the new Genesis brand was launched by the Hyundai Motor Group in 2015, getting its name from the long-running executive sedan Hyundai Genesis. The first bespoke Genesis model, the G70, went on sale in 2017, and the G80 and G90 have since followed. The brand also unveiled its first SUV, the GV80, and last year showed off the Mint Electric City Car concept.
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