Genesis Motors

carolinabob

Noticed that Hyundai has created Genesis Motors to market Equus (G90) and Genesis (G80) in near future. SUV's to be added later.
Will be interesting to see if this is a successful business model. One of chief attributes of Genesis was its low cost of ownership compared to comparable "luxury" makes. Separate dealerships or just separate components to existing Hyundai dealerships will have to increase sales and service costs.

Michaell

It's my understanding that the "Genesis" brand will still be housed at Hyundai dealerships - similar to Toyota and Scion. Not sure that Hyundai wants to incur the all the expenses of a new brand - Honda / Acura, Nissan / Infiniti, Toyota / Lexus.

We shall see.

Mr_Shiftright

That's a mistake right there. You don't see Lexus being sold in a Toyota showroom. Of course if the goal is just to dabble in the lux market, then maybe yeah, okay, but if Hyundai wants to be a serious upscale competitor, they're going to have to market differently, IMO.

carolinabob

It is going to be a difficult process. The separate dealership does add to the luxury experience, but it also adds a tremendous cost for the vehicle and the maintenance. Volume of sales does affect the mark-up for the dealership on both car sales and service.
Right now, sales of Equus as a Hyundai is limited to certain dealerships.
In my area, the Lexus dealership is half a block from the Toyota one and owned by same company. Some facilities are shared around back. Acura and Infiniti dealerships share same parking lot and are owned by same company. Service entrance for each is on opposite ends of a building.

berri

Didn't Mazda talk about doing this several decades ago with the Millennia (or some such) brand? I think it will be tough for Hyundai though. Not because they are not capable, but because the lux field is already pretty darn crowded.