PREMIUM Korean brand Genesis, which launched in the UK using a direct sales model, has appointed a dealer network and switched to agency sales in a move the manufacturer hopes will lead to more local fleet sales and greater volume overall.
Genesis maintains nothing has “fundamentally changed for the company car market” as the brand is still transacting the sale with all customers. However, a spokesman added:
We still have an internal team that is selling to the big corporates, [the switch to agency] means the retail partners have the contract hire and leasing market and the brand gets more localised access to smaller fleets.
The new retail network will go live in 2024 to add 15 new showrooms to the existing three owned by Genesis. The manufacturer has partnered with seven dealer groups who already have links to sister brand Hyundai.
The chosen retailers are:
- Ancaster Group,
- Arnold Clark,
- Hendy Group,
- Holdcroft Group,
- Pendragon,
- Richmond Motor Group,
- and Sinclair Group.
When the brand launched in mid-2021, UK managing director Andrew Pilkington said Genesis wanted to have “full responsibility” for looking after the customer but he wasn’t “anti-dealer”.
In the brand’s first full year, 2022, Genesis registered exactly 1,000 cars. In the first six months of 2023, registrations have reached 811, including the electric GV60.
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Tristan Young is an award winning journalist with more than 25 years’ experience reporting on the automotive industry focussing predominantly on fleet and retail. As a self-confessed petrol-head, Tristan has a weakness for car classifieds. When he’s not writing about the automotive industry, he can usually be found outdoors with a small pack of border collies.
