In an unexpected turn of events, Hyundai France sees its president Lionel French Keogh leave his position on December 31. While waiting for the arrival of his successor in early 2026, Emmanuelle Serazin will take the reins. At the same time, the luxury brand Genesis is preparing to enter the French market with a new global head, Sean Lee, promising exciting times for car enthusiasts.
The president of Hyundai France is leaving his position
We did not expect such an announcement before the end of the year. Lionel French Keogh, president of Hyundai Motor France since 2021, will leave at the end of December after spending six years at the helm of this subsidiary. This departure has been confirmed internally, leaving employees and enthusiasts perplexed. Under his leadership, the brand has undergone an impressive transformation, tripling its sales in France and reaching 45,000 new vehicles in 2025, which has allowed it to secure a place in the top 10 car manufacturers in the country.
At 53 years old, Keogh began his career at Rover France in 1998. He played a crucial role in positioning Hyundai as a generalist manufacturer in France. Thanks to his efforts, the brand is now perceived positively by the general public, enhancing its image in the market. While waiting for the appointment of a successor, Emmanuelle Serazin, the current director of BtoB sales and new mobility, will serve as interim. Much like a seasoned driver taking the wheel of a well-tuned vehicle, she will have to navigate this delicate transition.
The current president of Hyundai in France will leave his position at the end of the year. © Hyundai
New strongman at Genesis worldwide
But that’s not all! While Hyundai France undergoes this change, its luxury division, Genesis, is also making headlines. Sean Lee has been appointed global number one of the brand, succeeding Mike Song. Lee has previously led the development of Genesis in North America, where he successfully increased annual sales from 16,000 units in 2020 to an impressive 75,000 units in 2024. It’s a bit like going from a garage band to a blockbuster hit!
With such experience under his belt, we can expect Genesis to storm the French market next year. The goal is clear: to entice French motorists with refined, high-end models that compete with established giants in the industry.
Lionel French Keogh © Hyundai France
Genesis: landing in France in 2026
It is worth noting that Genesis, founded ten years ago, has crossed the million vehicle sales mark and is currently present in 20 markets worldwide. After making its debut in Europe in 2021, the brand has already established itself in Germany, Switzerland, and the United Kingdom. But beware, as it does not intend to stop there: it plans to land in France, Italy, Spain, and the Netherlands by 2026.
Under the leadership of Charles Fuster, Genesis hopes to captivate the hearts of the French with vehicles that combine luxury and advanced technology. If you are a car enthusiast dreaming of uncompromising sophistication, these new models could be just what you are waiting for.
This transitional period at Hyundai and the imminent arrival of Genesis are clear signs of a shift in the French automotive landscape. Consumers can expect increased competition between traditional brands and those reinventing themselves to appeal to an ever more demanding audience.
That said, all of this could very well redefine our conception of premium vehicles. As we eagerly await future developments, it is undeniable that the changes at the helm of Hyundai France and the entry of Genesis are events to watch closely.
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