Genesis, Hyundai's premium automotive brand, is struggling to establish a foothold in the European market with its electric vehicle strategy. Despite offering competitive pricing and unique service models, Genesis sold a mere 2,476 cars in Europe in 2025, a decrease from the previous year, while performing significantly better in the U.S. The brand faces intense competition from established German luxury automakers and the rapidly growing presence of Chinese EV manufacturers like BYD, NIO, XPeng, and Zeekr, who are also targeting the premium segment. AI
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