Hyundai Finally Pins Down the Right Number of Genesis Stores

Steph Willems
by Steph Willems
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,

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  • Lesa Touger Lesa Touger on Dec 11, 2017

    I recently traded in my Cadillac CTS all wheel drive for a Genesis G80. I am very happy with my car. It has more luxuries then my Cadillac ever did and rides much better. Regardless of how many Genesis standalones there might be, the car sells itself. Just as with Lexus and Infiniti, it takes time for a new car like this to gain traction in the market. If my car is any indication, Genesis is right on track to compete with any of the other luxury brands.

    • Peter Gazis Peter Gazis on Dec 12, 2017

      @Lesa Touger Was that the CTS 4matic or the CTS xdrive. If your going to use a line right out of Hyundai's marketing play book. You should find out what Cadillac calls its all wheel drive cars before improvising.

  • Tonygrantony Tonygrantony on Dec 15, 2017

    Does anyone know what the translucent plate-looking rectangle on every Genesis grille is? I always thought it was just something I was seeing in photos but then I saw a G80 the other day and there it was.

  • Stuart de Baker This is depressing, and I don't own one of these.
  • Stuart de Baker Chris! When asked for car advice, I just ask 'em what they want out of a car. And I have my prompts: fun to drive, safety, economy, longevity (I have Consumer Reports annual auto issues going back so I can help people with used cars, too), road trips vs in town, etc, and what sort of body style do they want and why. (If they want an SUV because they think it's safer, I'll suggest they consider large sedans, but if they put major emphasis on safety, I'll check the latest safety stats for whatever cars might satisfy their other desires.
  • Stuart de Baker I don't speak to Jeeps and I don't approve of driving off road, especially in places like Utah where the vegetation won't come back for years.
  • Kanu Actually, I think this makes a certain amount of sense.The average age of light vehicles in operation in the US is now 12.2 years. This means that the typical useful life of a light vehicle is around 25 years.The big virtue of Apple CarPlay and Android Auto is that the infotainment system in your car uses the relatively up-to-date technology of your smartphone rather than the vintage technology that existed when your car was built.But the useful life of EVs is nowhere near 25 years. It’s more like 8 years. That’s when the battery needs to be replaced, and that’s when you discover that the price of the new battery is more than the market value of your eight-year-old car with a new battery.So if your EV has built-in infotainment technology, that technology will still be relatively up-to-date when your EV goes to the scrap yard.
  • Deanst I like most things Peugeot recently, along with Skoda wagons and, for practicality’s sake, a Toyota Corolla hybrid wagon. And the Honda e.