[Genesis G70 News]

Most aren’t used to seeing luxury vehicles being sold alongside more affordable brands. Takes Toyota and its Lexus spinoff, one dealership’s identity is not attached to the other and Hyundai is planning to do the same with Genesis.

Currently, one can find Genesisi models being sold alongside Accents and Elantras inside Hyundai showrooms. That’s a huge price disparity when one compares the $68,000 G90 to a $14k hatchback, thus the need to separate the two so that Genesis may establish itself as a luxury brand.

Genesis US general manager Erwin Raphael spoke with Automotive News about the necessity for separate dealerships. "The reality is, many, many luxury customers tell us they love our products, they're amazing, but I'm not going into a Hyundai store to buy it," said Raphael. "It's really hard to have the two cultures cohabitating.”

Their goal is to complete the transition by the end of 2020 and standards for these stand-alone showrooms are being established. Currently, the company is scouting new dealership locations instead of renovating sites that are already in operation.

Once the shift is complete there will be less dealerships selling Genesis vehicles, but the quality of service should go up. Just in time for the brand’s lineup expansion to six models.

 

[Gen70]

This is a much needed dealership update for the Genesis brand, just a way to elevate it so people will start recognizing the badge as a luxury one instead of a more expensive hyundai model.

 

[FastG]

Its a start but they need to make sure the Genesis line up lives up to what its supposed to be in the market and does well in attracting the volume of buyers they need. With the right line up of cars it can be said that you don't even need a special dealership experience like this.

 

[Gen70]

It's a matter of prestige for some. Like how some BMW fans thinks the more affordable models are watering down the brand. Image goes a long way and Genesis want's to capitalize on that. Can't blame them.

 

[FastG]

I guess so but at the end of the day the right cars will sell the brand. I remember when Mini started out in America they didn't take a special approach but got off on the right foot. They just better be prepared to show its much different than a Hyundai dealership and not just a Hyundai dealer wrapped in Genesis logos.