Does Genesis have what it takes to succeed in Europe?

Megan Lampinen explores what is needed for a new brand to take on Europe’s established luxury players in today's CASE-dominated industry

Europe’s luxury car market is a lucrative one for automakers and sales in the segment have so far weathered the pandemic well. In fact, many luxury brands have reported notable sales jumps over the past year. It’s no wonder that new brands are keen to enter, but they face some stiff competition. The region is home to more than its share of local, long-established upmarket players including Audi, BMW, Jaguar Land Rover and Mercedes-Benz. What will it take to stand out among such rivals?

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