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.

The 'we come to you' principle with which Genesis first launched, when it was a purely online brand, will stay in place so customers can choose whether to visit a showroom or to buy their car for home delivery. Miller said  Having a sales point within an hour's drive time of buyers will ensure Genesis retailers will still be able to offer that.

"One of the challenges we've had...was getting enough people to see and feel the cars.It was the challenge from the very beginning. We know we have unique cars with the latest technology, we believe we have the right business model, what we now have to do is get that in front of more people," said Miller.