Hyundai is finally launching its long-awaited luxury brand, Genesis. (Automotive News Canada September 2016)

- Brand launches in Canada this fall

- Initial lineup is two low-volume sedans

- Initial “Genesis at Home” retail strategy instead of bricks-and-motar stores

- Six-model lineup will complete roll-out over next five years

- Stand-alone Genesis stores in five years when full lineup is available

- Eventually Genesis wants about 33 stores in Canada

Under the umbrella “Genesis at Home” sales staff will being demo cars to prospective customers’ homes or workplaces. Customers will be able to complete the transaction online. And after the sale, cars will be picked up for service and returned to the customer on a similar concierge basis. The plan also envisages boutique showrooms in selected malls and downtown locations.

Portfolio Small To Start

Genesis’s launch lineup- one midsize sedan and one large one- is too small and too low-volume to justify its own dealer-network right now. The stand-alone Genesis stores will come about five-years down the road. By that time, the product portfolio will include compact and midsize CUVs plus a compact sedan and coupe. The greater sales volume should make the investment viable for the select Hyundai dealers eligible for the franchise.

Incentives To Sell

Genesis Motors Canada will hold the inventory, and customers will ultimately make their purchase from the OEM; the dealers’ role will be to interface with customers. Dealers will be compensated very well so they can focus on literally selling the product, the features and the brand.

A key element in that process will be fixed, no-haggle, all inclusive pricing. The all-inclusive price will even include destination, administration fees .etc.

Click on the attached file to read more about the "Genesis" by Automotive News Canada.