Genesis Motor Europe has partnered with retail brand experience specialist Stellar to help create its Westfield London studio and is set to make its debut at the Goodwood Festival of Speed 2021.

Hyundai’s premium brand is looking to make a strong start to trading with the help of a high-profile introduction to the UK market after it was officially launched as a European brand last month.

And having made the decision to sell its model range purely online – forgoing franchised retail partners for sales and aftersales – the brand is looking to make an impact despite its lack of a traditional retail network.

As well as a global product unveil scheduled for its stand at Goodwood this summer, the brand will showcase its full vehicle line-up on the event’s iconic hill climb.

Dominique Boesch, the managing director for Genesis Motor Europe, commented: “We are delighted to be an official partner at Goodwood Festival of Speed this year. The festival is recognized all over the world for its pedigree, so to be a partner is a huge honour for us.