Genesis, the luxury sub-brand of Hyundai, wants to expand its activities in Europe. For now, it is about expanding the presence in the countries where Genesis is already active. That’s where Genesis opens real dealers for the first time.
Genesis is currently busy enough in the countries where it is already active, namely Germany, the United Kingdom and Switzerland. In Germany and the UK, Genesis wants to expand the number of outlets. In Switzerland, according to the brand, this is not necessary, because with the three existing ‘Genesis Studios’ in Zurich, Basel and Geneva, it can, according to its own words, serve the entire country.
In Germany, England, Scotland and Wales (Northern Ireland does not participate at this time) that is apparently a completely different story. So far, Genesis mainly works ‘from home’, which means that a real ‘Genesis Personal Assistant’ (GPA) brings the cars to the customer. There are branches and some ‘studios’ for your own logistics, but the entire sales and maintenance process takes place via the GPA.
A Genesis representative indicated that the GPA model only works in small-scale activities. If Genesis grows, there must be a new sales model. That seems to be the case now. Genesis wants to conclude an agreement in the mentioned countries with carefully selected partners, who can promote the brand and its special products in their specific region. In this way, Genesis should become more visible and accessible in Germany and England.
Genesis, of course, does not just conclude this; it reports that the reception in Europe is going well. “We have won several awards in European countries, we win comparative tests and customers have spoken: they want a Genesis.”
