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Recently, the Korean carmaker Hyundai has sought to enhance its operations and sales by launching its luxury brand Genesis. And again breaking with tradition, they have appointed a European ex-Audi Sales Manager, Dominique Boesch, to lead the project. This reaffirms their goal to make inroads into the European market.
Boesch will start in his new position as managing director on 1 October. He will be assigned to the headquarters of Genesis Motor Europe in Germany, directly reporting to Jaehoon Chang, the brand’s global boss.
Boesch has worked at Audi for the last twenty years. He is known for taking up sales and management roles in various different countries. This includes holding the position of sales director of Audi France. He’s also headed up Audi’s European market and was a managing director of Audi’s operations in China, Japan, and Korea. His latest contribution at Audi before his departure was developing a global retail strategy for the brand.
Despite serving the Audi brand for more than two decades, Boesch expressed excitement at his new role in Hyundai’s Genesis. He said, “I feel privileged and excited to join Genesis Motor Europe and bring an ambitious Korean contender to the region”, he said.
He’s also supremely confident in Genesis as a brand, stating that the car will stand out in the market because of its unique features, including its athletic performance and dynamic design, as well as the company’s high attention to customer service. The car also promises to deliver a unique driving experience that seems fit for European roads, even with a quality yet cheap car battery.
Commenting that Europe is where most premium cars are sold, he said he was sure that the Genesis units to be launched there will thrill many car enthusiasts.
There is no exact date for the launch of Genesis. There’s been neither an official line-up, nor hints at what that might be. Previously, Genesis was planned to take off in 2020, targeting the UK market. However, because of the coronavirus pandemic – and perhaps also their search for the perfect UK managing head – plans have been delayed.
As well as Boesch, Hyundai has also appointed Enrique Lorenzana, a former executive at Maserati and Aston Martin, to lead the brand’s sales group in Europe.
Lorenzana’s appointment also indicates the kind of market Genesis is targeting in Europe. The Spanish executive served as the head of Sales at Aston Martin after working for Maserati for seven years. He’s also previously held key roles in Audi and at Kia, another Hyundai-owned business.
William Lee, Head of Genesis, said that the two new appointments only prove how strongly committed they are to providing high-end cars to Europe’s luxury market.
Hyundai Motor Group launched Genesis in 2015. The name was taken from its well-established executive saloon. In 2018, it launched its first model, the G70, followed by the G80 and G90 models. They also revealed the GV80, their first SUV model, and teased the world with an electric car concept called Mint last year.
Genesis is already available in South Korea, Russia, and the US and it’s sure to be an exciting addition to UK’s luxury car market.
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