Hyundai will introduce its all-new premium
Genesis brand without a single stand-alone dealership. It’s a bold — and unconventional — approach when one considers that Honda launched Acura in 1986 with 50 new dealerships, Toyota launched
Lexus in 1989 with 81 new dealerships, and Nissan launched Infiniti the following year with 51 new dealerships.
“We wanted to launch our brand in, really, a very short period of time,” says Erwin Raphael, General Manager at
Genesis Motors USA. Accomplishing in nine months what took others many years is a challenge, but he is quick to point out that his company didn’t want to delay the launch — building a new dealer network, which includes licensing, dealer agreements, permits, and construction, requires far too much time.
Genesis is, “ready to go now,” says Raphael, understandably alluding to the all-new G90 flagship full-size sedan that it recently allowed automotive media to drive. The six- or eight-cylinder luxury car, with available all-wheel drive, is exceptionally quiet on the road and its list of standard features is impressive — I’m convinced the inaugural product is exceptional. Yet all brands need more than one car to carry a badge. With that in mind, a slightly smaller four-door, coined the G80 (nobody is hiding the fact that it is really a rebadged Hyundai Genesis sedan) will accompany the G90 under the bright lights in Hyundai showrooms.
As a refresher, Acura, Lexus, and Infiniti each launched with premium flagship sedans (the Legend, LS 400, and Q45, respectively), but those headline acts were soon accompanied by a smaller, less expensive, unique volume models to expand the potential audience. Acura rolled-out the Integra, Lexus offered the ES 250, and Infiniti introduced the M30. In contrast, the
Genesis G90 and G80 are both large luxury sedans that closely resemble each other — differentiating the two vehicles to consumers is vital — and the cost of entry is $41,400, which isn’t conducive to volume (according to Kelley Blue Book, the average transaction price for a new car in July was $34,264).
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