Genesis understands it's not going to be easy.
"Europe is one of the most challenging premium markets to enter," Pilkington added.
Genesis has already launched in China and the U.S., but Europe will be the toughest. Nissan pulled its Infiniti premium brand in 2019 after more than 10 years of miserable sales.
Earlier this year Jaguar Land Rover admitted defeat after trying to pit Jaguar against the German trio over a similar timeframe as Infiniti. Jaguar has decided to move upmarket instead.
Hyundai has its own 10-year-plan for Genesis to establish itself in Europe, Pilkington said.
The initial range of diesel and gasoline sedans and SUVs, starting with the G80 and GV80, don't offer much new compared with the German competition.
So, how does Genesis differentiate itself as a viable premium alternative? For a start, the Hyundai link is cut. It won't rely on Hyundai dealers for sales or service.
In fact, Genesis won't have any dealers.
"For us dealerships are the past not the future," Pilkington said.
Sales will be done online directly by Genesis, with no franchises and no haggling.
Prices will be set by Genesis and offered through a range of finance options.
An all-inclusive subscription will also be rolled out that allows customers to exit the agreement after six months.
In an approach similar to that of European newcomers Polestar and Nio, Genesis' only branded sites will be "studios" in high traffic areas of city centers. The studios will be used to introduce customers to the brand rather than serve as places to sell cars.
The locations include London's popular Westfield Mall; Zurich's world-renowned shopping boulevard, Bahnhofstrasse, and Munich's chic Theatiner Strasse.
"We wanted to present our brand to people during their leisure time when they least expect it," Pilkington said.