The push to create a separate stand-alone brand for Hyundai’s Genesis models seems to be nigh, as instructions to dealers call for a “showroom within a showroom” for its premium offerings.
Unlike Japanese automakers, which crafted new brands and dealer networks for premium models, Hyundai will continue to sell its top models in existing showrooms. According to internal memos obtained by Ward’s Auto World, dealers will, however, have to offer separate floor space for Genesis models and the forthcoming Equus — similar to how Scions are placed in most Toyota showrooms.
While some dealers question the timing of such a move, this strategy does seem to make the most sense. Hyundai can continue to build off the favorable press given to the Genesis line, and won’t have to carry the tremendous cost of building a brand from scratch.
All Hyundai dealers are likely to sell Genesis models, but the Equus flagship — which will likely be priced in the $60,000 range — will only be sold through selected dealers. Stores interested in selling the sedan will be required to invest in specialized tools, parts inventories, and a “premium showroom kit.”
Source: Ward’s Auto World