Hyundai will start Genesis sales in Europe this summer Hyundai will start Genesis sales in Europe this summer Luxury brand will sell to customers directly, both online and through its retail studios Reuters The Electrified G80 will be the first all-electric Genesis to arrive in Europe. SEOUL -- Hyundai Motor Group will launch its premium brand Genesis in Europe this summer, debuting its flagship sedan and SUV in one of the world's fastest growing electric-vehicle markets. Genesis said it will sell both conventional and electric models in the region. The brand was launched as a standalone luxury division in 2015 to compete with premium brands like BMW, Mercedes-Benz and Lexus.