When Genesis expands into European territory, we quickly think of other countries, such as the Netherlands. That is indeed on the schedule, but it will take a while. Earlier we learned that Genesis is busy enough in the countries where it is already active, namely Germany, the United Kingdom and Switzerland. In Germany and the UK, Genesis wants to expand its number of outlets. According to the brand, this is not necessary in Switzerland, because it claims to be able to serve the entire country at the three existing ‘Genesis Studios’ in Zurich, Basel and Geneva. In Germany, England, Scotland and Wales (Northern Ireland does not participate) it is apparently a completely different story. So far, Genesis mainly works ‘from home’, which means that a real ‘Genesis Personal Assistant’ (GPA) brings the cars to the customer. There are branches and therefore some ‘Studios’ for our own logistics, but the entire sales and maintenance process takes place via the GPA. In an earlier conversation with AutoWeek, a representative from Genesis already indicated that the GPA model only works for small-scale activities. So if Genesis grows, a new sales model will have to be introduced. That seems to be the case now. Genesis wants to enter into an agreement with carefully selected partners in the countries mentioned, who can promote the brand and its special products in their specific region. In this way, Genesis should become more visible and accessible in Germany and England. Genesis doesn’t just decide this, of course, but says it sees that the brand is well received in Europe. “We have won several awards in European countries, we win comparative tests and customers have spoken: they want a Genesis.”