Genesis Motor Europe announced expansion plans into four additional European markets: Austria, Denmark, Portugal, and Poland—marking a significant step forward in the brand’s long-term European growth strategy.
Following the brand’s initial launch in Germany, Switzerland, and the United Kingdom in 2021, Genesis has expanded into France, Italy, and the Netherlands so far in 2026, with Spain set to follow in Q4.
As the brand continues to grow and evolve in Europe, Genesis confirmed plans to expand into four key European markets by 2027, strengthening its footprint in Northern and Eastern Europe and building presence in Western Europe and the Iberian Peninsula.
Le Mans Backdrop for 11-Market Milestone
The announcement made at Circuit de la Sarthe during 24 Hours of Le Mans race weekend increases Genesis’ European presence to 11 markets and comes after significant growth on the continent in first half of 2026.
So far this year, the brand has opened two dedicated European dealerships in Netherlands and Italy, with new locations to follow in Q3. By 2027, the brand also plans to have more than 50 sales locations operational across Europe.
Executive Vision for Premium Segment Growth
Peter Kronschnabl, Managing Director of Genesis Motor Europe, stated Genesis’ expansion into Austria, Denmark, Poland, and Portugal confirms commitment to Europe and ambition to redefine the premium automotive segment.
They are excited to bring the Genesis lineup to more customers across Europe, supported by strong and committed retail partners. Each new market represents unique opportunity to connect with customers who value distinctive Korean vibrancy, ‘Son-Nim’ hospitality ethos, and distinctive design.
Magma GT3 Concept and Motorsport Debut
The legendary 24 Hours of Le Mans race provided backdrop for Genesis’ expansion announcement. The brand also used the opportunity to unveil its new Magma GT3 Concept, signaling Genesis’ continued commitment to luxury high-performance.
The weekend also marks official debut of Genesis Magma Racing at the iconic track. As first Korean team to compete in World Endurance Championship, the team has already achieved two-car finish at 6 Hours of Imola and scored points at 6 Hours of Spa-Francorchamps this season.