While a new dealer is not usually the subject of news, this time we are talking about the first US dealer of an all-new brand, Genesis.
As some of you already know, Genesis is the premium division of Hyundai Motor Company, and has been separated from the South Korean brand for marketing purposes.
The first Genesis dealer in the USA is North Freeway Hyundai, and they will sell the recently unveiled 2017 Genesis G90 and the 2017 Genesis G80.
The retailer is located in Houston, Texas, but others are expected to follow in other areas of the United States of America as Hyundai Motor Company continues its premium push with Genesis.
The first Genesis models sold in the USA under the new brand are expected to arrive late this summer. They will be featured in an exclusive showroom, and potential customers will get personalized vehicle demonstrations. The latter will be performed by a certified team of trained professionals, and will include a valet service directed by certified Genesis brand service specialists.
Considering the above description of the facilities covered by the new Genesis dealer, it looks like Hyundai went through all the stops to ensure a premium experience for potential customers of its new premium branch.
The separation from Hyundai was a necessary step to ensure the success of the Genesis brand, as customers of premium vehicles might have avoided Hyundai showrooms until now because of their value brand reputation.
Hyundai of America, the branch of the South Korean automaker, will continue to discuss with existing certified dealers in their US network for the expansion of the Genesis dealership map. However, this development will be carefully administered, and the company does not expect every dealer to make the cut. After all, not all dealerships will have space and personnel to ensure a dedicated exhibition space with specially trained technicians and representatives.
The dealer experience provided by premium and luxury brands makes the difference in ownership satisfaction when compared to volume automakers, but this does not exclude the latter from quality services. However, premium customers already have high expectations, which Genesis dealers will have to exceed to persuade them to buy their models.