No, I think you are misunderstanding what your dealer told you.
Or you're misunderstanding what I'm saying.
I'm talking about Canada.
Hyundai Motors America (HMA) is the official importer for the US. They order cars from the factory with options they think will sell, and they make up brochures in advance for the range of options and trim packages that they will offer in the US. HMA then sells the cars to dealers, who in turn sells them to consumers.
A US Hyundai dealer cannot order a car from the factory in Korea. If you want a particular car that a dealer does not have in stock, the dealer can call around to other dealers (they can see the inventory of other dealers on-line) to see if they can do a trade (that is what my dealer did for the Genesis I purchased).
A dealer can also place a request to HMA for the next available car with the options/colors you desire that is included in the next shipment from Korea. In almost all cases, such requests by the dealer are for cars that have already been ordered by HMA from the factory long before the dealer requests it because of the long lead times required. Obviously, if more than one dealer wants that particular car your dealer has requested, HMA has to allocate them in some manner, and the request may be delayed to a later shipment from Korea, or in some cases may not ever be fulfilled.
This is what happened early on when Tech Package models were in much higher demand than HMA anticipated, and it took a long time before HMA was able to increase its Tech orders with the factory in Korea to adjust for this. This affects many suppliers (such as Lexicon, etc) who need a long lead times to make the parts that go into the Genesis. Same situation for the V8 as the original estimates were 20% V8's, but now about 40% are V8's from what I heard (oil prices were a lot higher when HMA did its original planning). Believe it or not, they even have to plan ahead for leather color, dash color, and paint. Suppliers don't make these items one at a time, they make them in batches and need to know the quantity to make.
Hyundai Canada works in a similar fashion to HMA, but since they are selling a much smaller number of Genesis sedans (RWD does not sell well in Canada and Canada is a smaller market to begin with), they have chosen to restrict the color combinations that they order from the factory. If you are willing to wait long enough (maybe the next model year) you may be able to convince Hyundai Canada to order a color combination that they previously did not offer, but I doubt they can change the color options for the current model year. If Hyundai Canada orders from the factory a car with the color combination you want, then your dealer can request such a car when they buy it from Hyundai Canada.
So I think the confusion is what the term "order" actually means. I don't think it means what you think, since dealers can only get cars that were already ordered from the factory by the importer. As you may be aware, with most American cars, a consumer can go to a dealer and order the exact options they want and the car will be built at the factory specifically for you (even though it is sold to the dealer first and then sold to you). Typically this custom ordering from the factory does not happen with cars built in Asia that are sold in the US.
Some luxury cars built in Germany and sold in the US allow for custom ordering, but you will not get much of discount on such cars. BMW also has their German Delivery Program where you purchase the car in Germany, take a vacation in Europe with your new car, and they will assist you in shipping it back to the US. These cars will be built to US specs.
Okay, let's backtrack a second, and state the obvious, because I'm not sure we are disagreeing that much.
Namely, obviously, no one directly orders from the factory. If I want a new
Cadillac CTS (built in Michigan) tomorrow, I go down to my dealer, look at the Canadian order guide, pick the options I want from the Canadian order guide, then my dealer will enter a retail sold order in the GM Canada (GMCL) system. GMCL will send something to GM Co. in the US, which eventually trickles down to the plant in Lansing, which builds a Canadian-spec car with the options I've chosen, and ships it to my dealer. GM Co. invoices GMCL, GMCL invoices the dealer, the dealer invoices me, and assuming I pay cash, I pay the dealer and drive off in my shiny new car.
Similarly, if I want a new Audi A4, I go down to my Audi dealer, look at the Canadian order guide, look at the 'special' order guide if I'm willing to pay the extra fees for options not 'regularly' available in Canada, and choose what options I want from both of those. My dealer sends my order to Audi Canada, Audi Canada sends it to Audi AG in Germany, the Audi plant in Ingolstadt builds a matching car, then it gets puts on a train, taken to the port, put on a ship. When the car gets to Halifax, they put it on another train, and it shows up at my dealer a few weeks later. Audi AG bills Audi Canada, Audi Canada bills my dealer, and my dealer bills me.
Hell, some automakers will even put the customer's name on the window sticker, i.e. "This car was built for Mr. John Doe." when you do a retail sold order.
And my understanding is that inventory orders are done roughly the same way. If the manager of John Doe
Cadillac thinks a silver CTS with X, Y, and Z options will sell well in his city, he sends GMCL an order for such a car, and 6-8 weeks later the car shows up. If he was wrong in his market assessment, oops, he's stuck with a car he can't sell unless the
Cadillac dealer in the next town has a customer who wants it.
Apparently, according to you and others in the forums, Hyundai USA does not work that way. In other words, there is NO way for an American Hyundai dealer to request that Hyundai USA request Hyundai Korea to build something that Hyundai USA had not decided to already order for inventory.
What my dealer here was saying was that Hyundai Canada, at least with US-built Sonatas, follows the standard model. i.e. if Hyundai Canada offers blue Sonata Limiteds with Navigation in the Canadian order guide, but no Canadian dealer has it in inventory and there was no incoming matching car heading to inventory, he can send Hyundai Canada an order, and they'll cause the plant in Alabama to build it and send it to that dealership. None of that 'sorry, we have to wait for Hyundai USA to decide to build one, and once one shows up in the computer system we'll grab it for you' nonsense that seems to be the practice at Hyundai USA.
The thing is, I can understand somewhat why Asian automakers follow that model in the US: they don't offer many combinations of options/colours/etc, and the US market is so huge that you might as well build a few of the less popular combinations and somebody somewhere will buy them. But in Canada, where the market is much smaller? It's the same thing with, say, Lexus - they offer about 4 packages per car, 8 interior colours, 2-3 interior colours - I do not think that most of their cars sell well enough in Canada for Lexus Canada to even attempt to keep 2/3rds of those combinations in inventory. So clearly there MUST be a way to cause the Lexus plant in Japan to build any car that the Lexus Canada web site will let you configure and send it to your dealer... (Conversely, on a very popular car like a Mazda 3 or Honda Civic, I'd guess 99.9% of available configurations exist on SOME lot somewhere in Canada, so whether they take retail sold orders or not is somewhat moot.)
Do you have ANY reason to believe that Hyundai
Canada will not accept an order from one of their dealers for something
in the Canadian order guide (i.e. one of the 'official' colour combos and features listed at hyundaicanada.com) and cause the factory in Korea or Alabama to build such a car and ship it to the selling dealer?