Genesis Is Already Exceeding Its Own Lofty Goals

Genesis is further expanding its standalone facilities as it continues to establish its independence from the Hyundai brand here in the US. Earlier this year, it announced plans for 26 new standalone facilities that would bring the total up to 35 locations. It has already met that goal and exceeded it with a total of 56 locations throughout the country.

These new standalone locations, as opposed to those co-located with Hyundai dealerships, allow Genesis to give customers the premium, luxury experience its targeted customer base demands. Each facility is designed to welcome customers as “son-nim” or honored quests. Since Genesis builds luxury vehicles at a price point far higher than a typical Hyundai, it wants its customers to enjoy a true luxury experience anytime they interact with the brand.

Genesis Concierge Offers Personalized Service

Each Genesis standalone location has an open floor plan with unique brand elements throughout the design. There’s also the in-store Genesis Concierge, which is a large part of creating the right environment. This free service helps match each customer with a service advisor to guide them through the buying process. It also includes scheduling test drives, whether at the facility or through a delivery at the customer’s residence or office or another convenient location.

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New locations in Arizona, Colorado, Connecticut, Indiana, Kentucky, Mississippi, Nevada, and Virginia are a first in those states. Despite their growing numbers, there are still some states without a Genesis presence. We spoke with Jarred Pellat, Senior Group Manager, PR & Communications, Genesis Motor North America at the launch of the new GV80 Coupe to learn a little more about the brand’s expansion plans.

A Constantly Growing List Of Standalone Locations

“When you look at the map today, [there are] a number of different factors that have played into why the map has played out this way. I’ll give you a perfect example of this,” said Pellatt. “The very first standalone retail facility for Genesis was in Lafayette, Louisiana. The simple reasoning behind that was that we have a really engaged partner in that area. He was very quick to get permitting done. The architectural designs were done quickly.”

Even in regions where they’d like to have new standalone facilities today, it’s a complicated process that doesn’t always happen quickly. There are permitting and regulation considerations, all of which take time, but Genesis customers can be assured of having a high level of service no matter where they’re located. “We have Genesis Concierge. So when you do purchase a Genesis, even if you don’t have a dedicated facility, we will come to you,” added Pellat.

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While the expansion continues, the goal is for every Genesis customer, whether they want a sleek sedan like the G80 or an electrified model like the GV60, to have an experience worthy of a luxury brand. “We will still deliver that elevated level of distinctly Korean hospitality,” said Pellat. How soon can customers expect a Genesis standalone facility if they don’t have one already? “I would just say stay tuned. We’re only maybe even halfway, less than halfway there in terms of our facility plan. There’s a lot more to come.”