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Genesis has experienced a series of changes since its separation from Hyundai to become an independent luxury label. Initially, there were plans to establish an entirely new dealer network exclusively for Genesis models, distinct from the Elantras. However, as reported recently in Automotive News, the previous strategy of selling Genesis vehicles only through separate dealerships has been altered to include all U.S. Hyundai dealers authorized to market Genesis luxury vehicles.
Genesis had intended to introduce a series of Genesis outlets comprising approximately 100 stores across 48 markets. Genesis franchises are still required to be applied for independently, and dealerships must still allocate dedicated stores and service centers specifically for Genesis vehicles. Despite this, it now appears to be significantly simpler for American Hyundai dealers to offer luxury vehicles.
“By expanding the distribution network nationwide, consumer concerns about servicing their vehicles while traveling can be alleviated,” remarked a Genesis dealer in the southern U.S. to Automotive News. “If this plan unfolds as expected, it will have numerous benefits. It will stimulate higher car sales, enhance overall dealer profitability, fortify their dealer network, and allow all interested parties in marketing and supporting the Genesis vehicles, creating a positive impact.”
So, should a Hyundai dealer opt to pursue a Genesis franchise, how will that process unfold?
“For those choosing to become a Genesis franchise holder, the same prerequisites as before for achieving brand isolation and independence still apply: for instance, the necessity for a stand-alone Genesis establishment remains unchanged, requiring separate Genesis facilities built according to our design and specifications by 2021,” elucidated Genesis representative Kevin Smith in an email to The Drive.
The total count of dealerships offering Genesis automobiles may surpass initial estimations. While the intention was originally limited to around 100 independent dealers, the final number will depend on the applications from Hyundai dealers seeking Genesis franchises and subsequent approvals. Genesis is striving to strike a balance between maintaining exclusivity for the brand while ensuring accessibility for potential buyers.
For individuals considering purchasing a Genesis and concerned about availability, the process now appears to be more straightforward than previously despite the emphasis on exclusivity.
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