Genesis is driving forward with the next stage of its brand evolution as its retail partners start trading across the UK, piloting the transition from a direct-to-consumer business model. Operational from February, the news comes as the Korean luxury brand completes its move into Hyundai UK as a standalone business unit.
Fast approaching its third anniversary since launching in the UK, the strategic move to significantly expand Genesis retail footprint across the country was announced almost 12 months ago, with the retail partners revealed last summer at the brand’s flagship event, the Scottish Open.
Arnold Clark is covering Scotland, Ancaster is looking after south east London, Holdcroft is responsible for Cheshire, Richmond is based in Guildford and Sinclair is accountable for South Wales. Pendragon has signed and is in the final preparation stages before going live with the full launch in later this month in Leeds.
G90 at a Genesis Studio London
Since launch, the premium luxury Korean brand has been disrupting the market, providing customers with a different perspective on the car-buying journey, offering a “we come to you” service and effortless ownership experiences for its award-winning cars. With five petrol and diesel models launched in 2021, Genesis has since expanded its line-up with three all-electric products.
With Genesis now operating as a standalone business unit within Hyundai Motor UK in order to maximise business efficiencies and synergies, Jonny Miller is now leading the Genesis brand, reporting to Ashley Andrew, who holds the dual role of President and CEO of both Hyundai and Genesis in the UK.
“Genesis has evolved quickly and efficiently since the brand first launch in May 2021 and this is the next step on the journey,” commented Jonny Miller, who was recently promoted to the position of Brand Director for Genesis Motor UK. “Our retail partners are, like us, fully motivated, excited and ready to springboard the brand to deliver even greater access to our premium luxury cars.”
