Genesis, the Hyundai Motor Group’s fledgling luxury brand, will open its first dedicated showroom this week -- just outside the South Korean capital of Seoul.
The Genesis Studio, set in a newly constructed culture and shopping complex in the eastern suburb of Hanam, aims to raise the profile of the upstart premium marque.
Genesis plans to open more dedicated studio spaces in other locales and in other countries, but the company hasn’t decided details yet, a spokeswoman said.
The move foreshadows one way the company aims to set premium Genesis apart from its mass-market Hyundai sibling brand. The company has no plans to create a costly independent sales channel for Genesis, at least in the early years of the brand’s launch.
“You will see more exciting brand spaces to come in the near future,” Manfred Fitzgerald, head of the Genesis brand, said in a statement. “This space, located in a busy area, will serve to introduce our brand, and to raise visitors’ curiosity around it.”
Genesis, created Nov. 5, 2015, is the Hyundai Motor Group’s attempt to break into the higher-margin luxury segment. By 2020, Genesis will introduce six models, including the range-topping G90 sedan and G80 midsize luxury sedan that landed in the U.S. this summer. The rollout continues with the arrival of the smaller G70 sedan next year.
Also on tap are a coupe and two crossovers.
The showroom concept is based on the Motorstudio showrooms the company has created for the Hyundai brand in Seoul and Moscow. The studios aim to showcase the brands in conjunction with inspirational exhibits of music, art, culture and culinary experiences.
The Genesis Studio opens Sept. 9, and Hyundai is opening its third Hyundai-brand Motorstudio in Hanam the same day in the same shopping complex. On display at the Genesis Studio will be the flagship G90 sedan, the G80, and G80 Sport, Genesis said.
Visitors can check out Genesis models, test drive the cars, consult brand representatives and even make purchases, the company said. Executed in vintage concrete and rusted sheet steel, the Genesis Studio aims to convey a luxury value that prioritizes long-lasting beauty and prestige over flashy, decorative fashion, the company said.
“The Genesis Studio provides a one-stop, stress-free customer experience,” Genesis said. “The site in Hanam will inspire other Genesis brand spaces around the world.”