Genesis For Canada (Automotive News Canada October 2016)

The Canadian Approach

Genesis will launch a handful of “dealerships” in Vancouver, Calgary, Toronto, Montreal and Quebec City at the end of 2016. This initial wave of seven stores will be boutique locations in high-density, high-end shopping malls. These storefronts have two goals- first is to quarterback the Genesis at Home program that will see staff bring vehicles directly to a potential customer’s place of business or home so the entire transaction, including financial paperwork can be done outside a dealership.

The second purpose is to act as the initial toehold for the difficult task of Genesis brand building. Dealers will own and operate the mall locations with assistance from corporate. The stores will display vehicles, materials, product information and feature digital components all culminating in what he terms a very "high-end" experience.

Hyundai also reveals that some of the initial dozen dealers have decided to take the separation to the next level and build an entirely separate building for Genesis.  

Product Plans:

Hyundai Motor America CEO Dave Zuchowski told reporters at a G90 media launch event in Vancouver in late August that Hyundai would also have 15 new or significantly redesigned nameplates over that same period and that dealers just wouldn’t have the space to house them all under one roof.

The two units available at launch will be the G90 and the G80, which is essentially a face lifted Hyundai Genesis sedan. Four more nameplates are said to follow including the G70 (coupe and sedan) and two CUVs

Volume and Brand

Despite the elaborate plans for the brand and the massive investments dealers and the parent company are making Genesis is clearly not a volume play. It appears the company’s aspirations are not all sales oriented but also deeply rooted in cultivating the right image. Genesis’s tagline is human-centric luxury. That’s why there are offering direct online sales, at home, free courtesy service loaners, and all-in price model and the no-charge maintenance for five years. Genesis would not share any components with Hyundai. All vehicles designed for Genesis in a brand-specific factory in South Korea.

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