Report: Hyundai to separate Genesis and Equus models in showrooms
By Andrew C., 30 Aug, 2010. 0 Comments
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Hyundai dealers have received memos asking that they create a showroom within a showroom for the premium offerings. With these internal memos obtained by Ward's Auto World, it appears that Hyundai's Genesis models will not be made into a separate stand-alone brand like what many Japanese automakers have done for their premium models. Hyundai will continue to sell its top models in existing showrooms. Nonetheless, dealers will have to offer separate floor space for Genesis models and the forthcoming Equus.
This is similar to how Toyota places Scions in many of its showrooms. With this strategy, Hyundai can continue to take advantage of the favorable feedback given to the Genesis line, and it won't have to carry the massive cost of building a brand from scratch.
While all Hyundai dealers are likely to sell Genesis models, the Equus flagship (priced at about $60,000) will only be sold through selected dealers. The stores interested in selling the sedan will be required to invest in specialized tools, parts inventories, and a premium showroom kit.
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