South Korean luxury brand Genesis has just announced a big step forward and it's done so at the epicenter of its biggest rivals. Genesis will officially launch this summer in Europe, though it'll initially be for customers in the UK, Germany, and Switzerland only. Customers will be able to either walk into a Genesis dealership in London, Munich, and Zurich or conduct business online.

Already one of the biggest names in luxury despite being around for only five years, Genesis continues to challenge the likes of BMW, Audi, and Mercedes-Benz by offering excellent premium vehicles with outstanding value. At launch, only the Genesis G80 and GV80 will be offered but the G70 and GV70 will arrive at a later date. And sometime within its first year in Europe, Genesis aims to launch three electric models.

The press release didn't state which ones they'll be but a good guess is the just-revealed G80 Electrified and the GV60, the brand's first EV from the ground-up. Genesis says it'll offer one transparent price with no hidden costs and a five-year care plan, which includes warranty, servicing, roadside assistance, and over-the-air software updates for all of its models.

Customers will also have the option to work with a Genesis-appointed personal assistant, all of whom have been recruited from the hospitality and retails sectors. Their job is to manage every aspect of the buying and ownership experience. Genesis Europe's mantra is "we come to you." For example, it can accommodate at-home or office delivery so that customers never have to set foot in a dealership if they so choose.

"Genesis is already well-known for its impeccably high standards in design, technology, safety and reliability," said Dominique Boesch, Managing Director of Genesis Europe. "However, it is our mission to offer so much more than just great products. We know that customers today crave experiences, and the onus is on us as a premium luxury brand to deliver a service which provides both convenience and exceptional hospitality to our customers."

Genesis won't become an overnight problem for those established luxury brands, but it is definitely a long-term threat. Executives only have to call up their American counterparts to confirm this new reality.