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What is Genesis Doing for Hyundai? A Lot of Good

Posted: July 28, 2017 - 6:18PM
Author: Tim Healey
A lot of folks may not be aware that Genesis is the luxury brand for Hyundai – or even that it exists at all.


Yet, one model – the Genesis G80 – is already selling better than one more well-known competitor. The G80 is outdueling the Audi A6 and it is giving cars like the BMW 5-Series and Mercedes-Benz E-Class a run for their money.

“We’re in a great position,” Erwin Raphael, general manager of Genesis, said to NBC News.

Hyundai Goes Upscale

Hyundai’s move into the luxury space started before Genesis became a brand, with the Genesis sedan and the Equus, but after deciding that Hyundai needed a separate brand to show off its luxury wares (and avoid turning off high-dollar buyers), Genesis is rolling.

Hyundai tried to make things easier on dealers by not requiring existing dealers to operate separate showrooms for Genesis, but now new dealers will be required to. While that sounds like a step in a positive direction, it won’t be cheap.

Racking Up Hardware

Then again, with Genesis placing second in the influential J.D. Power Initial Quality Survey, and later doing well in AutoPacific’s Vehicle Satisfaction Awards, Genesis may start getting the buzz that will help dealers see a strong return on their investments.

Lexus may be the only other luxury brand to have to so much initial success after spinning off from a mainstream brand. Being compared to that brand can only be good for Genesis. With more models, including an SUV, planned, there’s a good chance that Genesis will be known to a lot more buyers within the next couple of years.

NBC News