Genesis and Hyundai are finally working together to begin the establishment of a network of Genesis-exclusive dealerships in the United States.
It was just last Friday when a statement confirmed that existing Hyundai dealers in the United States were offered the opportunity to establish separate Genesis franchises. In other words, dealerships that already sell Genesis vehicles today will finally be able to apply for a Genesis franchise if they wish to do so. The automaker actually hopes to establish a network of around 100 retailers by the end of this year.
In the United States, there are around 350 Hyundai dealerships that carry Genesis models. And when the franchises begin to pop up, then this will help cement the idea of Genesis being a standalone brand, more than a sub brand of Hyundai. This also permits Genesis specific franchises only to perform warranty work. Initially, they will have a selection process for this, choosing from a limited number of dealers who are party to the Genesis Participation Agreemen. The next three years will be busy for the automaker, as they will be building dealerships during this period.
Last year alone, Genesis sales in the United States were pretty good with a total of 20,594 examples of the G80, G80 Sport and G90.
Erwin Raphael, general manager of Genesis Motor America, claims that the automaker’s goal is to put customers at the top of their priority, giving them a proper ownership experience.
He continued his statement by stating that they will have to separate the Genesis brand from its parent company, to be able to make this possible. As their product portfolio grows, they will have to establish a right-sized Genesis retailer network. This will ensure that the Genesis brand will succeed and thrive in the long term, especially within the luxury automotive market.
Earlier this month, the very first showroom that’s only dedicated to Genesis (in the world) was revealed in Seoul, South Korea.
Since the very first time the automaker make its debut in 2015, it did nothing but surprise us. Not only have they been making beautiful and functional cars, these are not overpriced as well. The only problem that they have is that it is not as easy to sell to sell cars when they don’t have their own dealership. This is why we think that their plan to open 100 dealerships in the United States alone is a very bold and risky move. But at the rate they are currently going, with the sales figures they have, and the offerings they have in their lineup, it’s a worthwhile move.