• by Tanya Gazdik , March 30, 2022

Genesis Motor North America, the luxury division of Hyundai Motor Group, is opening its first standalone retail location in the United States.

The move “marks the next chapter of its client-focused retail experience,” according to the automaker, which up until now had been sharing dealerships with Hyundai. 

The dealership will also allow customers to book at-home test drives online and take delivery of new vehicles at their residence or place of business.

The first location in Lafayette, Louisiana features an open floor plan, an indoor vehicle delivery area, and infrastructure to support the upcoming portfolio of Electrfied Genesis models.

Genesis of Lafayette is the first of "many" planned retail facilities for the brand in the United States, per the automaker. Six more locations are currently under , with an additional 20 in early planning stages.

The brand recently hired a new executive director of marketing, luring Wendy Orthman away from rival luxury automaker, Infiniti. The position has been open since last July. 

Genesis has been relatively quiet from a marketing standpoint since its “Young Luxury” Super Bowl spot with John Legend and Chrissy Tiegen in 2020.

In November, the automaker opened  Genesis House New York, offering what it called “extraordinary experiences influenced by Korean culture and community, culinary excellence, and innovative architecture and technology.”

Designed by the Seoul-based architecture firm Suh Architects, the 46,000-plus square foot space in the Meatpacking District includes a restaurant, tea pavilion, vehicle showroom, stage, library and garden.