Hyundai Finally Pins Down the Right Number of Genesis Stores

While there’s a new, smaller G70 sedan waiting in the New Year, and crossovers and a coupe after that, the news surrounding the fledgling Genesis brand lately seems to revolve around its dealers. Parent company Hyundai wants separate stores for its luxury marque in the interest of exclusivity, but it can’t have too many of them (in the interest of profitability).

The automaker’s decision to pare down the number of locations where consumers can buy a Genesis-badged vehicle hasn’t gone over well with some Hyundai dealers, but the new division’s long-term growth is Hyundai’s top priority, not dealer acrimony.

As Genesis finds its feet, Hyundai feels it now knows just how many stores the brand can sustain.

That number is 85 to 90 in the U.S., according to Hyundai Motor America’s chief operating officer, Brian Smith. Speaking to Automotive News, Smith confirmed the eventual tally of Genesis dealers — not all of which will be of the standalone variety.

“The dealers are very aware of the fact that in some markets, there may not be a Hyundai dealer who wants to build a stand-alone, separate facility with significant customer service amenities that are required in a luxury brand,” Smith said recently.

Dealers will find out by year’s end which markets the automaker will create standalone stores in. Then comes the selection of which dealers get a new store. Surely, many existing dealers will be disappointed to find themselves not among the chosen few. There’s currently 350 Hyundai dealers in the U.S. selling Genesis products, but Hyundai HQ doesn’t like the idea of vehicles like the G90 sharing showroom space with the Elantra.

Late last month,