Genesis car brand brought under Hyundai UK's wing, dealerships opening

Dealers appointed to represent the premium car brand Genesis UK have begun trading this month as the business changes tack from a direct-to-consumer model and becomes a standalone business unit beneath the wing of Hyundai UK.

The changes are hoped to help manage the cost base for Genesis UK and, over time, to provide broadly national coverage that will help more consumers find out about its cars.

Genesis came to the UK in 2021, when it launched with no dealer network. The business sold cars directly to customers online, with studios opening in shopping centres for people to come and see the cars. Those studios will remain, but in time a network of 15 to 20 Genesis showrooms in the most highly populated parts of the UK will give it the capability to reach 90% of the country's car buyers, said Jonny Miller, previously head of sales who now becomes brand director, Genesis UK.