Genesis Has Recently Hired A BMW Executive And May Target Europe Next | Carscoops
Next year, Genesis will enter endurance racing with its new Hypercar.
8 hours ago
by Brad Anderson
Peter Kronschnabl has overseen BMW's operations in emerging markets.
Genesis plans to expand into Spain, France, and Italy, in addition to its current presence in the UK, Germany, and Switzerland.
The automaker has confirmed that it is working on traditional hybrid and range-extended electric vehicle models.
Genesis aims to position itself as a serious competitor to German automakers, and to achieve this, it has appointed a former BMW executive to lead its European operations. Only time will tell if these strategies, including its entry into motorsport, will be successful, but the brand is evidently keen to make its mark globally.
Peter Kronschnabl has now taken on the role of Managing Director of Genesis Motor Europe. He has held various senior positions at BMW and has served as vice president of market development and special sales since 2021, overseeing BMW's business in emerging markets globally.
He will replace Xavier Martinet, who has been acting as interim Managing Director while also fulfilling his responsibilities as President & CEO of Hyundai Motor Europe.
Read: Genesis Claims Its New Hybrids Will Surprise You
“Genesis is an exciting brand with strong foundations, a dedicated team, and a unique market position,” Kronschnabl stated.
“With its distinct Korean essence, performance-oriented design values, and a premium all-electric model lineup, I look forward to mirroring the customer demand and growing success already found in Korea and the US. The upcoming Magma and hybrid products, along with the Genesis Magma Racing program and plans for market expansion, will all present excellent opportunities to propel Genesis into its next chapter in Europe.”
Genesis is Expanding
The South Korean brand has recently announced plans to grow its offerings into Spain, France, Italy, and the Netherlands, adding to its existing markets in the UK, Germany, and Switzerland.
Shortly, Genesis will also enter the high-performance arena with its Magma division. The brand's inaugural Magma model will be a special edition of the all-electric GV60, designed as a more luxurious option compared to the Hyundai Ioniq 5 N and Kia EV6 GT.
Additionally, Genesis is developing several conventional hybrid and extended-range electric vehicles. Although detailed information is limited at this stage, the first EREV from Genesis is expected to be a specially-equipped variant of the GV70.
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Genesis Has Recently Hired A BMW Executive And May Target Europe Next | Carscoops
Next year, Genesis will begin participating in endurance racing with its new Hypercar.