IN 2019, BOY band BTS became the first South Korean act to enter the UK singles Top 40, and so-called K-pop has gained legions of fans here ever since. As South Korean luxury brand Genesis releases its first dedicated electric car in the UK, it's sure to be hoping for a similar story of success.
But while K-pop might be seen as a niche addition to the UK music scene as a whole, Genesis couldn't have picked a more competitive market to try to break into. The GV60 is up against such well-established electric SUV rivals as the Audi Q4 e-tron, Ford Mustang Mach-E, and Jaguar I-Pace.
With Genesis being the luxury arm of Hyundai, the GV60 also shares its underpinnings with the Hyundai Ioniq 5 and Kia EV6, the latter of which is so good that we named it our 2022 Car of the Year. If the GV60 can assert itself as a premium alternative to that car, it could earn itself a healthy following.
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