Hyundai likely to launch Genesis brand in the UK

[YEH]

Hyundai plans to launch luxury car arm in UK

HYUNDAI is planning a premium rival to Lexus and Infiniti when it brings Genesis to the UK in 2013.

The cars – a sporty coupe, executive saloon and luxury limousine – would be sold through a specialist network of dealers set up specifically to deal with the new models.

Hyundai Motor UK Ltd managing director Tony Whitehorn wants Genesis to become known as a standalone brand in an attempt to give the cars ‘more credibility’ in the UK.

‘Lexus did a great job in the states, but it never really took off in Europe,’ said Whitehorn. ‘But the premium route is certainly interesting and it’s one that could work for us with Genesis in the UK.’

There are currently trials taking place in Europe to see if buyers will accept Genesis as a different brand from Hyundai. The tests couldn’t take place here as there were no right-hand drive cars available – these are unlikely to arrive until late 2012 and after that the Genesis brand could be rolled out in the UK, possibly in early 2013.

http://www.cardealermagazine.co.uk/publish/hyundai-plans-to-launch-luxury-car-arm-in-uk/44397

Frankly, I think they should wait until the smaller, Genesis based entry-level sedan is ready, but nonetheless, it will be interesting to see how it goes.

 

[Sal Collaziano]

I hope this goes well. I'm anxious to see a Genesis brand here in the U.S.