Running a car company is complicated. Launching an all-new brand is even more of a challenge. It takes time for people to learn a new brand exists, trust them, and park one in their driveways. Genesis, the still newish luxury brand from the folks at Hyundai, posted double digit sales growth this June proving people are finally taking notice.
Hyundai isn’t a luxury brand. They make affordable vehicles to suit pretty much every buyer with sporty cars like the Veloster and family haulers like the new Palisade. They made a sedan called the Genesis, but that sedan became its own brand a few years back and its been a bit of a struggle to get Genesis off the ground.
Consumers heard the name and automatically assumed it was the Hyundai sedan, not a new luxury automaker. But a luxury brand is exactly what Genesis is, only with a more affordable price than the other guys.
It’s something of a shock the first time you get a good look at a Genesis. They’re comfortable, well-equipped, great to drive, and come in at a price that makes you do a double take. You get a far more fully-featured car when you go with Genesis than with other luxury brands at the same price point.
The three-model lineup consists of the G90, G80, and newly introduced G70, which is the sales leader of the lot. The numbers speak to the brand’s growing acceptance and to its ability to work through early challenges at the retail level.
There are now 318 Genesis retailers across the country. That’s double what existed at the end of last year. Plans to create showrooms separately from Hyundai showrooms are moving forward in select markets. “Our retail network overhaul is focused on improving the customer experience to raise it to parity with out multiple award-winning brands and products,” said Erwin Raphael, COO of Genesis Motor America.
Growing brand recognition and a better network of retailers saw sales grow from 7,262 YTD for June of 2018 to 10,007 YTD for June of 2019. That’s a 37.8 percent increase overall. “Our year-over-year sales grow represents far more than an uptick. Over the last three years, Genesis has already earned a reputation for consumer loyalty and satisfaction, and we are now well along the way to having a retail network to being to achieve the sales to match,” said Raphael.
And consumers truly are taking notice, thanks in part to recognition from well-known and respected sources. Genesis placed first in the J.D. Power 2019 U.S. Initial Quality Study for the second consecutive year and the G70 was the North American Car of the Year. The G70 was also MotorTrend 2019 Car of the Year and MotorWeek 2019 Driver’s Choice Best Luxury Car.
The industry is taking notice and, albeit slowly, so are consumers. Where once they was confusion about whether Genesis was a car or a brand, more and more people recognize it as a new luxury car company.
It’s a slow process, but one that’s coming together for Genesis. If you’re looking for a luxury car and haven’t given Genesis any consideration either because your didn’t know about it or weren’t sure about a luxury brand from Hyundai, you’re missing out. Genesis is producing a luxury product that continues to impress the industry and consumers alike.