Genesis to open new studio in Edinburgh

Genesis has announced it will open a new studio in Edinburgh in a move said to highlight the premium car brand’s “continued expansion” since its UK arrival in 2021.

The new studio will open in Edinburgh city centre this summer and follows the online-only premium brand’s efforts to grow its profile north of the border through sponsorship of the Genesis Scottish Open golf tournament.

Genesis said it will create job opportunities as part of the premium car manufacturer’s resource plans for the new central Edinburgh Studio and will be hiring Genesis personal assistants and on-site product experts.

Andrew Pilkington, managing director at Genesis UK, said: “Since launching in 2021 we have seen strong sales in Scotland, and our cars have been recognised two years in a row in the Scottish Car of the Year awards.

“The response to Genesis has been very positive in Scotland and we are sure this will continue as we prepare to open our Edinburgh Studio. We are looking forward to recruiting our Edinburgh based retail and support teams and welcoming our Scottish guests this summer.”

Society of Motor Manufacturers and Traders (SMMT) data showed that Hyundai’s online-only premium sister brand registered 1,000 vehicles in 2022, compared to 127 in 2021.

The brand has recently added a fully-electric line-up of models including the GV60 crossover, GV70 SUV and G80 saloon and expects further growth in 2023.

Its Edinburgh studio will be its first consumer-facing physical UK location outside London.

Unlike Geely’s online-only electric vehicle (EV) brand Polestar, which recently announced new franchises operated by Waylands Automotive and Lookers, Genesis Spaces are owned and operated by the Korean OEM brand itself.

Last year (2022), Genesis opened its second Studio in the UK in October, within the Battersea Power Station in London. The first Genesis UK Studio opened in Westfield, London in the summer of 2021.

Genesis said visitors its Studios are welcomed by a personal level of hospitality based on Korean customs for welcoming guests.

The manufacturer said they will be treated as Genesis’ son-nim – ‘son’ meaning ‘guest’ and ‘nim’ being an honour – reflecting the Korean virtue of providing ‘the best’ to those who step inside a home.

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• Source: https://www.am-online.com/news/manufacturer/2023/01/19/genesis-to-open-new-studio-in-edinburgh