While Tesla clambers its way out of manufacturing hell, Genesis is paddling through retail limbo.
Last week, Automotive News documented the long, twisting trail of indecision and mixed messages that left hundreds of Hyundai dealers frustrated about being left out of Genesis' future. Before the ink was dry on our report, the trail took another turn.
This time, it happened to be in the dealers' favor. Hyundai dealers who want in on the restructured Genesis retail network will have the chance to apply — not because Genesis wants them, but because it's too cumbersome to cut them loose.
The dealers are obviously excited about the turn of events, which gives them an alternative to accepting a settlement offer and walking away. But given the history we've cataloged, we'd caution them to consider their options very carefully.
Hyundai and Genesis have done some laudable things: launch stylish, sophisticated, high-quality vehicles that win awards and attract converts from the stodgier German brands. That's the kind of luxury story any dealer would want to be part of.
But the best luxury brands don't rest on product alone. Across all facets of their business — especially communication and leadership — they convey a clarity of purpose, consistency, attention to detail, sobriety and credibility.
Hyundai dealers who are now lining up for the chance to invest millions in new buildings and personnel owe it to themselves to ponder this question: Can Genesis deliver all that?
