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LAST week (15 February) Jaguar Land Rover formally announced its “Reimagine” strategy, its renaissance, rightsizing, repurposing, reorganising and rationalising. Its words, not mine. At the same time, Genesis was quietly setting up shop in Britain via its recently formed company, Genesis Motor UK. By Spring, it’s expected to unveil its preliminary product, pricing, and sales and servicing plans.
Genesis hails from South Korea, and is the youngest, newest, most upmarket member of the Hyundai-Kia-Genesis clan. It designs, manufactures and sells globally. The products are handsome, refined, state-of-the-art SUVs and saloons – some of them multi award-winners.
The firm is too polite to admit it, but Genesis’s aim is to lure some, not all, Land Rover customers. Sure, it knows and accepts that die-hard Defender…
