Genesis Motor Europe has partnered with retail brand experience specialist Stellar to help create its Westfield London studio and is set to make its debut at the Goodwood Festival of Speed 2021.
Hyundai’s premium brand is looking to make a strong start to trading with the help of a high-profile introduction to the UK market after it was officially launched as a European brand last month.
And having made the decision to sell its model range purely online – forgoing franchised retail partners for sales and aftersales – the brand is looking to make an impact despite its lack of a traditional retail network.
As well as a global product unveil scheduled for its stand at Goodwood this summer, the brand will showcase its full vehicle line-up on the event’s iconic hill climb.
Dominique Boesch, the managing director for Genesis Motor Europe, commented: “We are delighted to be an official partner at Goodwood Festival of Speed this year. The festival is recognized all over the world for its pedigree, so to be a partner is a huge honour for us.
“There’s really no better setting for us to debut our full product line-up for Europe, and we may have an additional surprise to announce as we get closer to the event.
“We cannot wait to show Festival of Speed visitors all we have planned for Europe – 2021 is shaping up to be an incredibly exciting year for Genesis.”
While Genesis prepares to make an impact with car fans at Goodwood, it has turned to Stellar to ensure its sole physical retail space in the UK delivers the best possible brand experience for customers who choose to visit.
The retail experience specialist will recruit and train staff for the facility, ahead of its opening next month, as the brand’s official staffing partner.
Genesis' London Retail Studio will be staffed by Genesis Personal Assistants, recruited from the hospitality sector.
Stellar's list of high-profile clients includes Samsung KX, the tech brand’s high tech, progressive space located in King’s Cross, London.
It also helped launch luxury fitness brand Peloton in the UK in 2018, staffing its Covent Garden retail venue, where consumers could enjoy immersive experiences, connect authentically with the team and make informed purchases.
Stellar’s client relations director, Phil Edelston, said: “We are thrilled to be partnered with Genesis for their UK launch and are already looking forward to welcoming customers to their unique, aspirational space in a few weeks’ time. We have so much planned and cannot wait to share it with you.”
Andrew Pilkington, managing director at Genesis Motor UK, said: "As we prepare to open our very first Genesis studio in the UK, the team at Stellar has done a great job recruiting and helping us to train our retail team.
"Our brand focus is to put the customer first and foremost in the car buying and ownership journey. Our whole team has been trained to deliver a stress-free experience to our customers, respecting them and their time. Working closely with the team at Stellar has enabled us to deliver this goal.”