So, on this subject: I was on the launch team for the
Infiniti in the late 80s, which gives me a unique vantage point, having spent over a year designing a customer experience, based on volumes of marketing research,
First, the luxury car segment (MB, BMW, Porsche, etc) customers are not the same as the segment buying and servicing econo-boxes. They will not plunk down wads of cash on the worlds best car, if it is serviced out of the standard building. That was the lesson of Acura: Honda customers willing to step up in price, wanted a higher level experience than what they experienced at the Honda deal. Hence, Lexus and
Infiniti are all in stand-alone buildings. It was a dealer requirement. Yes, dealers are independent owner-operators, but franchise agreements can stipulate location and facilities. And, have an exit clause to punch a dealer's ticket should they choose to not abide by the rules.
2nd: starting a new marque is an expensive proposition, especially if there isn't enough service or parts (highest dealer margin) business. Factory's sign up dealers willing to make the long-term commitment to the brand. An MB dealer is not going to stick a Toyota or other commuter car dealership under the MB (or BMW, or Porsche) roof. It would cheapen the cache of the MB brand and lose customers. The offset is used cars, also highly profitable. Yes, the SUV is important a line extension. But, remember, Lexus, Acura and
Infiniti brands all started with two models. Acura has lost their way in product design but Lexus is kicking ass, taking no prisoners and customers from MB,
Cadillac and all of the other non-upper tier segment (Lambo, Ferrari, etc).
Unless dealers do create (and are required to create) a separate stand-alone building staffed with luxury car personnel, Genesis will be a very nice Hyundai.
Case in point: my deal originally had $2K of garbage stacked on the sticker. That would NEVER happen in a highline luxury dealership, Also, the free car wash after service is ALWAYS brushless, as well as a service area where you are greeted by someone opening your door, someone jumping in with paper foot mats, someone else taking the car off while the service advisor writes up the service and then points you to your loaner. Or, you sit in the modern sitting area by the fire watching TV, drinking coffee, soft drinks or water without kids running around, babies screaming, or sitting in chairs rescued from the local unemployment office.
I like my car, has a lot of technology rival to BMW, but it doesn;t have the same chunk of German manufacture. And I won;t have my first proper dealer experience until March 2020, for my first service appointment.
