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Is it over between Genesis and Hyundai? It might be best to say it’s complicated. While both happily remain a part of the Hyundai Motor Group, the two will now have separate dealerships, this could be a smart move.

A Genesis logo seen on the front of a car in a dealership.
Genesis | SeongJoon Cho/Bloomberg via Getty Images

Why are Hyundai and Genesis splitting up?

According to MotorTrend, it all boils down to the clientele. Those who are spending a ton of money on a vehicle wish for a more luxe experience than they were getting at the Hyundai dealership.

This wasn’t the original plan when Genesis began to sell in the U.S. in late 2016. At the time, the Korean brand only sold the G80 and G90 in the U.S. With only two vehicles, opening a new set of dealerships may not have been worth the added expense. Since then, Genesis has expanded its lineup and it now inlcludes the Electrified G80 and GV70, G90, G60, GV70, GV80, and GV80 Coupe.

This expanded lineup means Genesis needs more space. It also makes sense to Genesis to try to distinguish itself as a true luxury brand.

How do the Genesis dealerships differ from the Hyundai?

Currently, Hyundai has opened five Genesis dealerships and plans to open at least 50 more in the near future. The ultimate goal is to open 100 dealerships in the coming years.

For those who purchase a Genesis model, you’ll be treated to some truly upscale treatment. This originates from the Korean philosophy of “son-nim,” which essentially means you put the guest first.

Valets will come to your house to pick up your vehicle and service it for free. This applies as long as the warranty is still valid, meaning 3 years or 36,000 miles. Genesis will provide you with a loaner car to drive while you’re waiting for your vehicle to be repaired.

Once the warranty is up, you’ll have to drive the vehicle to the dealership and pay for any required services. The sitting rooms are more like a living room, however, so it’s not an uncomfortable experience. You’ll be treated to tea, coffee, and sparkling water while you’re waiting.

Genesis is further trying to grow brand awareness for itself by opening various destinations that aren’t focused strictly on buying vehicles. For example, in New York, there is the Genesis House.

It’s a three-story building that houses a restaurant that serves traditional Korean cuisine. It has a teahouse, showroom, and event space. You can’t buy cars here, but it introduces patrons to the Genesis brands in a super luxe environment designed to be stress-free.

It’s unlikely that there will be any significant changes to the Hyundai dealerships, other than they will no longer be selling the Genesis brand. Although some might if there are no Genesis dealerships nearby.

What do Reddit users think of the move?

Many Reddit users are very excited about these changes. There were references made about some Hyundai dealerships not being the most sterile of environments. One user even said they needed a Tetanus shot before visiting the dealership.

Other users quickly pointed out that the Hyundai dealers know little about the Genesis brand. It’s also frustrating waiting on a car salesman to be free when they’re struggling to get someone approved for credit.

Many potential Genesis owners were put off by their experience at the Hyundai dealerships and reported they were treated disrespectfully in some cases. Several chose to go with another brand. 

Now that Genesis dealers are going solo, it remains to be seen if the sales will improve. If the posts on Reddit are any indication, however, then Genesis may be in for an increase in business.


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