That approach extends to the sales experience. Similar to Tesla and Polestar, Genesis will eschew dealerships, focusing on ‘studio’ stores (the UK one will be in Westfield London) and online sales. Non-negotiable set prices will include a five-year care plan that covers servicing, and models can be had on subscription. As with DS, Genesis buyers will be assigned a ‘personal assistant’ as their sole point of contact throughout sales and ownership.

The rise of online sales frees Genesis from having to invest time, expense and resources in building a dealer network, which removes some of the key barriers to entry. That said, it isn’t the only new brand entering the market with a similar model and forgoing dealers could limit its visibility.

Unlike other new premium brands such as Polestar, Genesis will offer both ICE and EV models. But with the clock ticking on the internal combustion engine, it’s clear those are an interim step, and a heavy focus will be on the Electrified G80 and other battery-electric cars that follow. “The marriage of luxury and electric is a natural one and we are fully committed to it,” says Boesch, who highlights that the rapid launch of three EVs is “only possible because we are part of a major automotive group that is a leader in electrification”.

Ultimately, Genesis’s position within the Hyundai Motor Group will be key to its success, because it should give the brand the ability to implement a long-term plan. Genesis won’t be an overnight success in the UK: it will take years, possibly decades, to really establish the brand. But Hyundai has shown that it can be patient with the long gestation of the marque to date. This is one Genesis story that will take a long time to write.