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.
Genesis's sales have fallen backwards in 2024 as it adjusts to those changes, which operationally effectively amount to a relaunch, although not in the eyes of the consumer because the cars have remained the same.
