Dealers appointed to represent the premium car brand Genesis UK have begun trading this month as the business changes tack from a direct-to-consumer model and becomes a standalone business unit beneath the wing of Hyundai UK.
The changes are hoped to help manage the cost base for Genesis UK and, over time, to provide broadly national coverage that will help more consumers find out about its cars.
Genesis came to the UK in 2021, when it launched with no dealer network. The business sold cars directly to customers online, with studios opening in shopping centres for people to come and see the cars. Those studios will remain, but a network of 15 to 20 Genesis showrooms in the most highly populated parts of the UK will give it the capability to reach 90% of the country’s car buyers, said Jonny Miller, previously head of sales who now becomes brand director, Genesis UK.
Miller now reports in to Ashley Andrew, who now holds the dual role of president and chief executive of both Hyundai and Genesis in the UK.
The transition to retailer network has launched with six partners, all of which are well known to Ashley Andrew as they already hold Hyundai franchises. More will be appointed soon. Each operates on an agency agreement for a particular territory, with a showroom foir four or five cars, and uses Genesis’s established online systems to help buyers get their new car. Genesis holds the stock.
Arnold Clark is covering Scotland, Ancaster is looking after south east London, Holdcroft is responsible for Cheshire, Richmond is based in Guildford and Sinclair is accountable for South Wales. Pendragon has signed and is in the final preparation stages before going live with the full launch in later this month in Leeds.
Andrew said all are strong retailers for Hyundai and it made sense to look to its known network partners for Genesis agents.
The ‘we come to you’ principle with which Genesis first launched, when it was a purely online brand, will stay in place so customers can choose whether to visit a showroom or to buy their car for home delivery.