Hyundai Readies China Debut of Genesis Luxury Brand

South Korea’s Hyundai Motor Co. tells Automotive News it plans to introduce its new Genesis luxury unit in China in about two years and is likely to set up a separate retail network there for the brand.

Manfred Fitzgerald, the global brand leader for Genesis, says the marque will debut in China in 2019. He adds that Hyundai hasn’t yet decided whether to import all Genesis models or assemble some of them in China.

Genesis sold 87,100 vehicles worldwide last year, 75% of them in Korea. The brand currently offers two models: the heavily equipped G80 coupelike sport sedan and G90 (about $68,000) large sedan. So far, the brand’s cars are available through Hyundai outlets.

But Fitzgerald considers China an excellent place to test a second sales network. One reason is that China doesn’t have franchise laws like those in the U.S. that complicate such efforts. He tells AN, “I think I can safely say we will be approaching this in a different way.”