There’s no denying the strategy behind Hyundai’s Genesis Motors luxury brand is unusual. By its very nature, the contrived launch of a new Korean luxury marque — more than a century after the dawn of America’s favourite luxury brand, Mercedes-Benz — is going to differ in a multitude of ways.
Genesis intends to maximize the possibility for consumers to shop for their cars online, for instance. And Genesis owners won’t need to take cars to dealers for servicing — valets will provide pickup and delivery.
Yet one aspect of a new brand’s U.S. launch is nevertheless set in stone: dealers.
Genesis Motors has 350 dealers inside Hyundai’s U.S. showrooms, Wards Auto reports. Genesis Motors’ general manager Erwin Raphael wants a different number.
A smaller number. (Read More…)












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