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.

Miller now reports in to Ashley Andrew, who now holds the dual role of president and chief executive of both Hyundai and Genesis in the UK.

"An exciting thing about the way Genesis has done it is, because they started with a direct model which then migrates to an agency model, all the technology side, the systems development, the e-commerce platforms and integration of finance, that's all done. What we're able to do then is bring those proven systems and just amplify the whole thing by bringing the retailers into the scope with those systems," Andrew (pictured) told AM's editor Tim Rose.

The transition to retailer network has launched with six partners, all of which are well known to Ashley Andrew as they already hold Hyundai franchises. More will be appointed soon. Each operates on an agency agreement for a particular territory, with a showroom foir four or five cars, and uses Genesis's established online systems to help buyers get their new car. Genesis holds the stock.

Arnold Clark is covering Scotland, Ancaster is looking after south east London, Holdcroft is responsible for Cheshire, Richmond is based in Guildford and Sinclair is accountable for South Wales.  Pendragon has signed and is in the final preparation stages before going live with the full launch in later this month in Leeds.

Miller said it is vital that the buying experience for a Genesis customer remains the same as it has been. The Genesis Personal Assistant role, which gives customers a familiar contact point, is now introduced into retail partners.

"We know that there is a huge opportunity for Genesis in the UK," he added. Globally, Genesis has already sold more than one millioncars since the brand was launched in 2015.

Miller said all are strong retailers for Hyundai and it made sense to look to its known network partners, who also have experience with other premium franchises, when appointing Genesis agents.

Aftersales for Genesis customers has been handled centrally by the brand since launch, with collection and delivery, but this will transfer to the retai partners.

From 2025 all Genesis cars will be electric.