Genesis names new Europe chief as it plans all-electric future

FRANKFURT -- Hyundai Group’s luxury brand, Genesis, has named industry veteran Lawrence Hamilton as its new Europe boss.

Hamilton, who  has been executive director at the brand’s Canadian operations since 2021, will take up the Europe role on Sept. 1, succeeding Dominique Boesch.

Genesis said Boesch has left the brand to pursue a new business opprtunity.

Since its 2021 launch, Genesis has started sales in Germany, the UK and Switzerland. It plans to open a number of new studios in European cities by the end of this year.

Genesis sold 1,047 vehicles in Europe in the first seven months, according to Dataforce.

The brand plans to go all-electric from 2025.

Hamilton has worked in the auto industry for nearly 30 years, including 16 years with Hyundai Motor Group. He started at Kia Motors UK in 2004, holding roles in marketing communications.

He worked for a Toyota distributor in Saudi Arabia before returing to Hyundai in 2015 as head of the automaker's marketing unit in Canada. He was promoted to executive director of Genesis in Canada in 2021.

“With his long-time experience in the auto industry, Lawrence will be able to leverage the great potential of the Genesis brand and story as we transition into becoming a leader in the era of electrification,” Jaehoon Chang, Genesis’s global head, said in a statement.