Genesis makes Dutch debut in style

More than one and a half million Genesis models are on the road worldwide, yet the Netherlands remained notably absent from the picture until now.

There are already well over one and a half million Genesis models on the road worldwide, but the Netherlands remained off the radar for a remarkably long time. Until now. At Bernardus Golf in Cromvoirt, the Korean car brand is setting wheel on Dutch soil for the first time. MASTERS was one of the first to get behind the wheel.

Genesis may be new to the Netherlands, but internationally the brand has been operating in the top echelons for years. As part of Hyundai Motor Group, it steadily built a reputation in which design, technology, and comfort play the leading role. In markets such as the United States and South Korea, that position is now firmly established. The Netherlands is now joining that list.

According to Peter Lammers, responsible for Genesis in the Netherlands, this step comes at exactly the right time. “This is the right moment to launch in the Netherlands, because the models we are introducing here have just been completely updated. We are bringing an up-to-date range to the market.” At the same time, context also plays a role. “We are only introducing fully electric models here, so that we align well with the Dutch market and can offer the business driver an interesting alternative.”

During the first Genesis Experience at Bernardus Golf in Cromvoirt, it immediately becomes clear what tone the brand wants to strike. No bombast, no exaggerated spectacle, but a setting where you go on a journey of discovery yourself. Between the immaculately mown fairways and the stylish clubhouse, three models are invitingly displayed: the GV60, the Electrified GV70, and the Electrified G80, each with its own character but clearly related. And that turns out to be no coincidence. “When you look at Bernardus, you see a place where design and tranquility come together. That aligns well with our design philosophy 'Athletic Elegance',” says Lammers.

Design, technology and the 'Son-Nim' principle: the customer as an honored guest”

What sets Genesis apart from the established order? According to Lammers, it lies in three clear pillars. “Design, technology, and the 'Son-Nim' principle. That means 'honored guest.' We want customers to truly feel that way at every point of contact.” That philosophy translates remarkably concretely to the car itself. “The possibilities for personalization are enormous. Think of different types of wood, leather, and color combinations. With these, you can really configure the car to your own taste.”

The fact that Genesis is adding the Netherlands to its European rollout right now is a strategic choice. “In the segment in which we operate, we are seeing stable and even slightly increasing numbers, while the number of brands is not really growing. That makes it an interesting moment to offer an alternative here.”

Three models, three characters

The GV60 is the most distinctive of the bunch: compact, fully electric, and remarkably technological. With a range of up to 561 kilometers, it is also surprisingly practical.

The Electrified GV70 adds a slightly sportier edge to that, without losing sight of comfort.

The Electrified G80 is the tranquilist of the trio. A sedan that feels most at home on long journeys, where silence and space triumph over haste.

According to Lammers, what sticks with you most after a first drive? “The technology and the small details that make the difference. In the GV60, for example, a glass sphere rotates as soon as you start the car, making the gear lever visible.” It sounds almost playful, but it is intended to be functional. Just like the facial and fingerprint recognition. “The car recognizes who you are and adjusts accordingly. That simply makes daily use a lot easier.”