Hyundai’s Genesis Luxury Brand Eager to Go Its Own Way

Hyundai Motor Co.’s upscale Genesis brand is eager to set up its own dealer network in the U.S. now, not over several years as originally scheduled.

Accelerating the plan is certain to roil Hyundai dealers, many of whom have been told they won’t be handling the new brand. Genesis was launched less than two years ago, and its first two models—the G80 and G90 sedans—went on sale a year ago.

Now, Genesis chief Erwin Raphael tells Automotive News, the brand needs to fully separate to develop its own culture and dealer network. He expects to have the transition plan ready by mid-2018, at least one year earlier than initially expected.

The creation of Genesis has been uneven to date. The name began as a Hyundai model, then evolved into a two-model Hyundai lineup before being declared a separate brand in 2015.

Currently all Hyundai dealer may continue to sell the Genesis G80 midsize sedan. But they must build a separate showroom area if they wish to sell the larger Genesis G90. AN notes that Hyundai required the special showroom for the top-of-the-line Hyundai Equus before Genesis was launched.

Raphael says he wants to phase out the entry-level Genesis G80 in 2019, thereby extracting the brand Hyundai showrooms.