Genesis will open its second UK Studio at the landmark Battersea Power Station site in a move that accompanies its shift into electric vehicles (EV).

Hyundai’s premium car brand – defined by its online-only retail offering and concierge ownership experience – will open the doors to its new facility on October 14.

It follows fellow automotive ecommerce brand Polestar into the redeveloped former Grade II* listed Power Station in partnership with the AM100's Endeavour Automotive.

Located in Turbine Hall B, Genesis’ new space will showcase a UK model range which, it said, will display a “fitting convergence of past and future innovation in electrification”.

Genesis recently launched its new GV60 crossover EV and zero emission versions of its GV70 SUV and G80 saloon. Other models are also set to make the transition to electric propulsion.

Commenting on the opening of the new Genesis Studio, alongside its existing site at Shepherd’s Bush, Genesis UK managing director Andrew Pilkington said: “We are hugely excited for the opening of our new Studio at Battersea Power Station, which represents another big step in our commitment to the UK market, as well as the opportunity to be closer to our customers and deliver a luxury experience.

“The experience in our Studio is a physical mirror of our online experience; from the customer service via our Genesis Personal Assistants to our transparent pricing options, with no haggling or discounting – the same superb value for every customer. “

Sam Cotton, Genesis UK’s head of leasing at Battersea Power Station, said: “We are really pleased that Genesis will be opening a new store at Battersea Power Station, which will feature some of the brands’ newest technology and customer experience.” 

The Korean OEM, profiled by AM as it launched into the UK market, claims that its Battersea Studio will present a “new type of luxury experience” by expressing iconic elements of the brands’ culture.

Those who visit the Studio will be treated as Genesis’ son-nim – ‘son’ meaning ‘guest’ and ‘nim’ being an honour – with the assistance of Genesis Personal Assistants, it said. 

Visitors will also have the opportunity to get behind the wheel with a comprehensive test drive programme.

For the first time at a Genesis Studio in Europe, the space will also include a dedicated area for vehicle configuration.