How Genesis is going its own way in Europe Car News

This approach extends to the sales experience. Similar to Tesla and Polestar, Genesis will eschew dealerships, focusing on “studio” stores (the UK’s will be in Westfield London) and online sales. Fixed, non-negotiable prices will include a five-year care plan that covers maintenance, and models can be purchased by subscription. As with DS, Genesis buyers will be assigned a “personal assistant” as the single point of contact throughout sales and ownership.

The boom in online sales relieves Genesis of having to invest time, expense, and resources in building a dealer network, removing some of the key barriers to entry. That said, it’s not the only new brand to enter the market with a similar model and dropped dealers could limit its visibility.

Unlike other new premium brands such as Polestar, Genesis will offer ICE and EV models. But as time goes by on the internal combustion engine, it’s clear that this is an intermediate step, and the focus will be on the electrified G80 and the other battery-powered electric cars that follow. “The marriage of luxury and electric is natural and we are fully committed to it,” says Boesch, who emphasizes that the rapid launch of three electric vehicles is “only possible because we are part of a large automotive group. leader in electrification “.

Ultimately, Genesis’ position within the Hyundai Motor Group will be the key to its success, as it should give the brand the ability to implement a long-term plan. Genesis won’t be an overnight success in the UK: it will take years, if not decades, to truly establish the brand. But Hyundai has shown it can be patient with the brand’s long gestation to date. It’s a Genesis story that will take a long time to write.