Genesis Just Took A BMW Boss And Might Take Europe Next

Next year, Genesis will also start competing in endurance racing with its new Hypercar

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Genesis wants to establish itself as a legitimate rival to the Germans, and to help it achieve this, it has appointed a former BMW executive to lead its European division. Only time will tell if this, and its other endeavors, including its foray into motorsport, will work, but the brand is clearly very eager to take on the world.

Now serving as Managing Director of Genesis Motor Europe is Peter Kronschnabl. He has held several senior roles at BMW and, since 2021, has served as the vice president of market development and special sales, heading up responsibility for BMW in emerging markets around the world.

He will succeed Xavier Martinet, who had been serving as interim Managing Director alongside his current role as President & CEO of Hyundai Motor Europe.

Read: Genesis Says Its New Hybrids Will Surprise You

“Genesis is an exciting brand with strong foundations, a passionate team and a unique position in the market,” Kronschnabl said.

“With its distinct Korean spirit, design-driven performance values and a premium all-electric model lineup, I look forward to replicating the customer demand and growing success seen already in Korea and the US. The future Magma and hybrid products, Genesis Magma Racing program and market expansion plans will all provide great opportunities to really drive Genesis into its next chapter in Europe.”

Genesis is Growing

The South Korean brand recently announced it will expand its range into Spain, France, Italy, and the Netherlands, joining the UK, Germany, and Switzerland, where it currently sells its models.

Soon, Genesis will also venture into the world of high-performance models with the launch of its Magma division. The brand’s first Magma-branded model will be a special version of the all-electric GV60, serving as a more luxurious alternative to the Hyundai Ioniq 5 N and Kia EV6 GT.

That’s not all. Genesis is also developing several conventional hybrid and extended-range EVs. While limited details are known at this stage, the first EREV from Genesis is tipped to be a specially-equipped version of the GV70.