Genesis breaks away from Hyundai
It seems that originally Genesis was going to be a model sold under the Hyundai brand through Hyundai dealerships, this also seems to have been the case in the early days in other markets.
But then there was a split with Hyundai launching the standalone Genesis brand back in late 2015.
The ‘Hyundai Genesis’ became the Genesis G80 and the luxury brand went on to release the G90 too (a model we may not see in Australia).
In saying all that, in Australia, Genesis is still listed on the Hyundai website as essentially being a Hyundai model.
While the domain – Genesis.com.au takes you to a non-automotive website.
Confused yet? We are!
Now comes news of a further split between parent and offspring, in the U.S. at least.
Automotive News reports that Genesis is planning on accelerating its split with Hyundai, and Hyundai dealerships, in the U.S.
The transition, or separation, was always going to happen – but has been sped up, ahead of the release of the third Genesis model – the G70.
Genesis USA boss, Erwin Rapheal, says it was a break that had to be made.
“We don’t see a path forward without a good, strong dealer network that’s also profitable,”
“And we sometimes have to make very difficult decisions in the short run in order to ensure that we take care of our dealers in the long run.
“For this brand to really survive and thrive, and for us to develop the culture within ourselves and within our dealer network to support and take care of these customers, we do in fact have to expedite our process of separating our brands.”
We will bring you updates in regards to Genesis in Australia, and any moves towards a dedicated and separate luxury car brand, as further details come to hand.
Stay up to date with all the latest Genesis News at behindthewheel.com.au.