Increased presence in existing markets
Genesis, the luxury brand of Hyundai, wants to expand its activities in Europe. Don’t get too hopeful: for now it’s about expanding the presence in the countries where Genesis is already active. That’s where Genesis opens real dealers for the first time.
When Genesis expands into European territory, we quickly think of other countries, such as the Netherlands. That is indeed on the schedule, but it will take a while. Earlier we discovered that Genesis is busy enough for the time being in the countries where it is already active, namely Germany, the United Kingdom and Switzerland. In Germany and the UK, Genesis wants to expand the number of outlets. According to the brand, this is not necessary in Switzerland, because it can serve the entire country with the three existing ‘Genesis Studios’ in Zurich, Basel and Geneva.
In Germany, England, Scotland and Wales (Northern Ireland does not participate) it is apparently a completely different story. So far, Genesis mainly works ‘from home’, which means that a real ‘Genesis Personal Assistant’ (GPA) brings the cars to the customer. There are branches and some ‘Studios’ for our own logistics, but the entire sales and maintenance process takes place via the GPA.
In an earlier conversation with AutoWeek, a representative from Genesis indicated that the GPA model only works for small-scale activities. As Genesis grows, there needs to be a new sales model. That seems to be the case now. Genesis wants to enter into an agreement with carefully selected partners in the countries mentioned, who can promote the brand and its special products in their specific region. In this way, Genesis should become more visible and accessible in Germany and England.
Of course, Genesis doesn’t just decide this; it reports that reception in Europe is going well. “We have won several awards in European countries, we win comparative tests and customers have spoken: they want a Genesis.”
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– Thanks for information from Autoweek.nl