Hyundai is finally launching its long-awaited luxury brand, Genesis. That’s news.
Bigger news still is the way Genesis plans to begin retailing its cars in Canada; with no separate Genesis dealers, and no Genesis cars in Hyundai dealerships either.
Genesis Motors Canada plans “a hybrid between leveraging our current dealer body and having a program where the OEM sells direct,” says Michael Ricciuto, director of the Genesis Brand and Corporate Strategy.
Under the umbrella “Genesis at Home,” sales staff will bring demo cars to prospective customers’ homes or workplaces. Customers will be able to complete the transaction online. And after the sale, cars will be picked up for service and returned to the customer on a similar concierge basis. The plan also envisages boutique showrooms in select malls and downtown locations.