It may sound counter intuitive but in my opinion the more they discount the less sales they will have. What is hurting sales is the lack of brand recognition and awareness along with a poor dealer experience in general.
They need to be able to pull a significant number of customers away from BMW, Audi, Lexus, etc. and the lower the price of the vehicle the less they will be able to do that. Many, perhaps most, people who buy a luxury vehicle are not doing so for performance reasons. If they were, the G70 should be leading the market segment because it is arguably the best in class by a good margin. They do so for status, perceived quality, keeping up with the Jones, etc. Currently Genesis is at the bottom end of the scale in those categories. They are still seen as a more expensive Hyundai and not the luxury vehicles they are. As the brand matures hopefully that changes and sales growth will go along with it.
Besides increasing their product line and introducing the redesigns, their number one priority needs to be addressing the overall poor dealer situation. Hopefully through attrition we will see the number of dealers drop in the next few years. That combined with some help from Genesis, both incentives for dealers to have separate facilities as well as better marketing, should hopefully bring the majority of dealers up to a level expected by the customers they are trying to attract. Once that happens they should be able to draw customers away from the other luxury brands as well as bring new people into the market segment from the non-luxury brands.
