The nascent Genesis brand has been through rather a lot in its short time in the UK.
Launched in the middle of the Covid pandemic as a stand-alone entity that planned to offer only direct sales online, Hyundai Motor Group’s premium arm was subsequently rolled into the UK mothership at the back end of last year under the leadership of Ashley Andrew and started to partner with traditional retailers for sales at a similar time.
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Problem seems to be the quality of the offering. I had a tangential interst in the launch so read reviews with interest. Mainly underwhelmed seemed to be the response. The only "premium" brand that seems to have made any headway is Lexus. They entered the market with a product that was obviously superior at the price point to any rival. In fact at pretty much any price point. Yet still they struggle maybe 20 years later. I can see no hope for Genesis until they dramatically up their game - as they have the resources to do. Taking a Kia or Hyundai base and changing the body and adding bits and bobs at a higher price is not a convincing strategy. They need genuine stand alones with improved attributes to convince customers - and probably protected depreciation. All good luck to them but it is a chaotic maret just now!