Genesis has begun conversations with potential car retail partners across the UK ahead of a growth push to establish a physical network of up to 20 dealerships.

Lawrence Hamilton, who was appointed managing director for Genesis Motor Europe last September, has been tasked with recruiting retailers to the Hyundai-backed premium OEM’s network after completing a similar growth strategy in the Canadian market.

The move represents a significant change of direction for the brand which was launched in the UK in 2021 on the premise that it would “look after the customer from end-to-end, taking full control of that with no agents, no dealers”.

In an interview at the time, UK managing director Andrew Pilkington told AM that there was no pressure to deliver rapid growth, but ambitions have been ramped-up after the range swelled to seven models, with three new fully-electric vehicles (GV60, GV70 and G80).

Speaking to AM as he revealed the new growth plan, which will be mirrored in the German market, Hamilton said: “We’re ready to press the big red button and launch into phase two in Europe.”