Genesis Car Sales in the UK: A Promising Start Despite Challenges
The Genesis Brand: A Journey of Resilience
The Genesis brand, a premium arm of Hyundai Motor Group, has faced its fair share of challenges since its launch in the UK. Despite the hurdles, Genesis has managed to make a mark in the market with its unique approach.
Adapting to Changes and Relaunching
Initially, Genesis planned to offer only direct sales online. However, the brand was later integrated into Hyundai’s UK operations and started partnering with traditional retailers for sales. This operational shift, which effectively amounted to a relaunch, has impacted Genesis’s sales in 2024. The brand has registered 556 cars in the UK so far this year, a 31% drop compared to the previous year.
A Remarkable Growth Story
Genesis’s origins within the Hyundai Motor Group, known for its remarkable growth in the global car industry, make it an interesting player in the UK market. Despite its slow start, Genesis’s success cannot be dismissed, considering Hyundai’s track record with brands like Hyundai and Kia.
Not Another Infiniti
Officials dismiss any comparison between Genesis and Infiniti, Nissan’s short-lived premium arm in Europe. Genesis is committed to establishing itself as a credible premium player, driven by the Korean culture of determination and success.
The Personal Touch: Genesis’s Unique Selling Point
Genesis aims to maintain a network of 12-15 dealers in the UK to provide a personalized service experience. The brand’s main differentiator is the Genesis Personal Assistant program, offering a dedicated point of contact for each owner. This personal touch, combined with routine service bookings and general inquiries, has resonated with buyers.
Expanding Retail Presence and Fleet Sales
Genesis plans to establish a physical retail presence with its partners, leveraging Hyundai’s existing customer base. The tie-up with Hyundai has been instrumental in reaching fleet buyers and building brand awareness. The brand is already experiencing strong growth in the fleet sector.
Strategic Expansion Plans
While Genesis currently operates in the UK, Germany, and Switzerland, the brand intends to expand further. However, the focus is on getting the existing markets right before venturing into new territories. The brand’s cautious approach ensures a solid foundation for future growth.
Riding the Wave of New Brands
Genesis aims to capitalize on the growing interest in new brands, particularly those from Chinese firms. With its successful track record and lack of controversy surrounding its origins, Genesis hopes to ride the wave of “newness” in the UK market.
Overall, Genesis’s journey in the UK car market is one to watch. Despite initial challenges, the brand’s commitment to personal service and strategic partnerships position it for long-term success.
