Genesis Opens First Independent Store in the U.S.

Genesis showroom opened in Lafayette, Louisiana, USA

[Asia Economy Reporter Choi Dae-yeol] Genesis has opened a separate store in the United States. This is the first time that Genesis, Hyundai Motor's premium brand, has established a standalone showroom outside of Korea.

On the 29th (local time), the Genesis store opened in Lafayette, Louisiana, served as a place to display vehicles and deliver new cars. Until now, Genesis vehicles have been sold alongside Hyundai cars at Hyundai showrooms in the U.S. Genesis plans to open six additional standalone stores following this initial one. There are about 20 locations in the planning stage, and it is known that they aim to have more than 100 stores in the mid to long term. In the U.S., where vehicle manufacturers and sellers operate separately, local dealers are responsible for actual store operations.

Genesis started as a model name for Hyundai's mid-to-large sedan and separated from Hyundai Motor in 2015. It entered the U.S., the world's largest automobile market, the following year and has been increasing its market share while competing with European and Japanese manufacturers. Genesis sponsors local golf tournaments, and last year, the large SUV GV80, driven by Tiger Woods, gained fame after an accident.

Considering that existing premium brands from established automakers like Lexus and Acura typically operate separate showrooms in the U.S., many expected Genesis to market independently from Hyundai. Although Genesis sales have been around 3,000 to 4,000 units per month this year, which is still low compared to Japanese premium brands, its growth rate is steep.

Genesis showroom opened in Lafayette, Louisiana, USA

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