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We were made aware of Hyundai’s plan to establish standalone dealerships for their new luxury brand last year. Said transition is expected to be completed by 2020 and now we have news of the first Genesis showroom appearing in Seoul, South Korea.

Opening its doors on January 6th, the first headquarters-owned standalone showroom is located near the prime business district of Samsung-dong, Gangnam-Gu, Seoul. Working with one of the world’s leading architectural firms led by Rem Koolhaas, the building was designed to “deliver a private and tailored customer experience for all visitors.”

No detail was spared in its conception and every facet of a visitor’s experience was taken into account. Genesis’ press release claims that most of the interior remains hidden from the outside world in an effort to create an intimate setting, they’ve even incorporated a brand specific scent and sound in specific areas.

Walking inside, one would find all outgoing Genesis models on display with trained specialists on hand to and questions and direct you to each model’s available exterior colors, wood and interior leather material options. Highlighting the showroom is the ‘Launch Bay,’ a place where visitors may use an augmented/virtual reality guide to test drive Genesis’ lineup through five different test routes: Urban Green, Urban Highway, Dynamic, K-Road, and Short Course.

“The Genesis brand is a promise – a promise of a new way of automotive luxury,” said brand chief Manfred Fitzgerald. Perhaps these design elements will be repeated across the globe.
 

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It's certainly not what I'd imagine a luxury car dealership to be. Higher end dealerships like Mercedes, BMW and Lexus has glass everywhere and copious amounts of white to give it a more open feeling. Genesis went for a more private design, which is fine I suppose, though I'd imagine the showroom floors to be pretty dark if not for artificial lighting during the day.
 

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Most people want an experience out of dealerships so as long as Genesis works on that and perfects it, what design is like could very well take a back seat to experience. Having dealt with everything from Toyota to Mercedes dealers, I can tell you experience trumps everything.
 

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A large spacious dealership goes a long way along exceptional customer service. Genesis should try to learn from Lexus when it comes to customer service satisfaction even if their won showrooms are unique. The company keeps winning in that category for a reason.
 

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I'm not sure why Hyundai went the route of making standalone dealerships, when we don't even see that out of Mercedes and BMW. Neither of those companies have created shops specifically for their AMG/M models. They would have been far better off to simply add a Genesis wing/department to existing dealerships, rather than wasting time and resources on building and staffing new locations.
 

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I'm not sure why Hyundai went the route of making standalone dealerships, when we don't even see that out of Mercedes and BMW. Neither of those companies have created shops specifically for their AMG/M models. They would have been far better off to simply add a Genesis wing/department to existing dealerships, rather than wasting time and resources on building and staffing new locations.
Environment and experience means a lot when you're selling a luxury product, even when you're not. Mini as few as their models may come even have dealerships of their own. When the brand started out they had small showrooms attached to BMW dealerships. Of course in this case taking the same starting approach would do more harm than good, this is an upsell, not a downsell.
 

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I'm not sure why Hyundai went the route of making standalone dealerships, when we don't even see that out of Mercedes and BMW. Neither of those companies have created shops specifically for their AMG/M models. They would have been far better off to simply add a Genesis wing/department to existing dealerships, rather than wasting time and resources on building and staffing new locations.
The Genesis is a luxury brand of Hyundai not a performance model like the AMG and the M series cars. Mercedes and BMW are premium manufacturers that do not have any mainstream cars like Hyundai. For Hyundai to have separate dealers for Genesis is compared to Toyota/Lexus, Honda/Acura, Nissan/Infiniti, Ford/Lincoln and GM/Cadillac. Many brands want to separate their luxury line from the mainstream dealers to provide a more personal upscale experience without isolating their mainstream customers. Hyundai's performance line will be the "N" (Namyang) line which will be sold at the dealership with the mainstream. So far Genesis has no plan to use the "N" line label with their brand but will still use the same technology and performance designs. Here's
some history for you guys....Back in the 80's all AMG Mercedes were sold at a separate AMG dealership in Southern California unlike BMW's M series which has always been internal . They were imported as a stock sedan or coupe and modified to be sold as a AMG performance model. I actually visited one of the first dealers in Beverly Hills CA. The company actually branched into Pagani, Aston Martin and Mitsubishi.
 
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