As thorny as Genesis' retail rework has been, the U.S. dealer showdown is just one of many trials testing global brand chief Manfred Fitzgerald as he births a luxury brand. Zoom out to the global scale, and Genesis is clearly a work in progress on other measures, too.
Genesis General Manager Erwin Raphael told Hyundai's dealer council last week that the opportunity to sell the brand would now be offered to all Hyundai dealers in the United States -- a complete shift from the brand's previous thinking.
Hyundai's luxury journey has been a long, confusing road for dealers, who put in the work on the ground to help establish the automaker's upscale credentials. Many of them will be watching from the sidelines as the Genesis brand takes flight.