Genesis Car Sales in the UK: A Slow Start with Promising Potential
The Genesis Brand: Overcoming Challenges and Embracing Personal Touch
The Genesis brand, a subsidiary of Hyundai Motor Group, has faced its fair share of challenges since its launch in the UK. Despite a slow start, the brand’s commitment to personal service and its association with Hyundai’s success story make it an intriguing player in the UK car market.
Adjusting to Changes and Relaunching
Genesis initially planned to offer direct online sales but later partnered with traditional retailers for sales. This operational adjustment, which effectively amounts to a relaunch, has impacted the brand’s sales performance in 2024. So far, Genesis has registered 556 cars in the UK, a 31% drop compared to the previous year.
Genesis: Not Another Infiniti
Officials dismiss any comparison between Genesis and Infiniti, Nissan’s short-lived premium arm in Europe. Genesis is driven by the Korean culture of resilience and determination, and its future success cannot be underestimated. The brand aims to establish itself as a credible premium player, setting itself apart from volume players like BMW and Audi.
The Personal Touch: Genesis’s Unique Selling Point
Genesis’s plan in the UK is to have a network of 12-15 dealerships to maintain a personal service experience. The brand’s main differentiator is the Genesis Personal Assistant program, which provides each owner with a dedicated point of contact for any queries or issues. This personalized approach has been well-received by buyers.
Genesis’s Retail Presence and Fleet Success
Genesis aims to establish a physical retail presence through stand-alone sites that are separate from Hyundai dealerships. The brand has successfully tapped into the fleet market with the help of Hyundai, building orders and increasing brand awareness. Genesis plans to continue leveraging Hyundai’s influence in this sector.
Expansion Plans and Future Growth
Currently, Genesis operates in the UK, Germany, and Switzerland. The brand intends to expand beyond these markets but prioritizes getting the existing markets right before venturing elsewhere. While there were initial plans for launches in France, Italy, and Spain, the focus has shifted to aligning the UK business with the structures of Germany and Switzerland.
Riding the Wave of Newness
Genesis aims to capitalize on the growing interest in new brands, particularly those from Chinese firms. With its strong track record of success with Hyundai and Kia, Genesis stands out as an intriguing player in the industry, free from any doubts or controversies about its origins.
