Bolstering the ranks

Hyundai’s standalone luxury brand, Genesis, won’t be completely on its own when it launches its new dealership network in the next few years. Recent developments point to a U-turn when it comes to the automaker’s stance on current Hyundai dealers selling and servicing Genesis models in the near future.

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The Full Story

All Hyundai Dealerships Will Be Eligible to Sell Genesis Vehicles After All High Resolution Exterior
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Originally composed of roughly 100 stores spread out across 48 markets, the network is now looking like it’ll expand to include the current Hyundai dealers as well.

Earlier this year, Genesis outlined its plan to launch a standalone retail network, essentially separating itself entirely from the Hyundai brand. Originally composed of roughly 100 stores spread out across 48 markets, the network is now looking like it’ll expand to include the current Hyundai dealers as well.

That’s the latest from Automotive News, which reports that Genesis General Manager Erwin Raphael recently told Hyundai’s dealer council that all dealers would now be able to sell Genesis-branded vehicles.

Some existing Hyundai dealers are relieved to hear the news, citing improvements to customer vehicle service, especially for those customers who may be traveling.

Speaking to Automotive News, an unnamed Genesis dealer located in the southern U.S. was supportive of the announcement, saying, “If it pans out, it’ll be a great thing. It’ll help sell more cars, it’ll help overall dealer profitably, strengthen their dealer network, and include all those who want to sell the product, and believe in the Genesis product, to sell and service those cars. I think it’s a great decision.”

2017 Genesis G90 High Resolution Exterior
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Hyundai dealerships can apply to become supplementary Genesis dealers as well.

To join up with the new network, Hyundai dealerships can apply to become supplementary Genesis dealers as well. If accepted, new dealers will be required to maintain a store and service facility that’s separate from their Hyundai-centric counterparts.

Meanwhile, the elite-level Hyundai dealers that are already selling models like the G80 and G90 can either continue to sell those models, or alternatively take a previously offered settlement and no longer sell the Genesis vehicles.

While it’s certainly understandable that Hyundai wants to keep a bit of a divide from its standard lineup of vehicles and the more high-end Genesis models, roping in the support of its existing network should help to ease the roll out of its new brand. What’s more, it should cast the Hyundai stable in a more premium light, which could help brand perception substantially in the long run.

References

All Hyundai Dealerships Will Be Eligible to Sell Genesis Vehicles After All High Resolution Exterior
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Read our full review on the 2018 Genesis G80.

All Hyundai Dealerships Will Be Eligible to Sell Genesis Vehicles After All High Resolution Exterior
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Read our full review on the 2018 Genesis G90.

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Read more Hyundai news.

Source: Automotive News

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