Hyundai luxury brand hit with yet more setbacks as Australian boss walks just months before delayed launch

genesis boss 'disappointed' with local launch delay
genesis boss 'disappointed' with local launch delay
genesis boss 'disappointed' with local launch delay
genesis boss 'disappointed' with local launch delay
genesis boss 'disappointed' with local launch delay
genesis boss 'disappointed' with local launch delay
genesis boss 'disappointed' with local launch delay

Genesis global vice-president, Manfred Fitzgerald, has announced publicly at the New York motor show that he is disappointed with the ill-fated launch of Hyundai’s luxury brand in Australia.

After continued delays, the latest setback involves the departure of the marque’s local general manager, Peter Evans, just months before the brand’s latest launch date in June.

Evans, a former high-ranking exec at Toyota, Lexus and Ford, is rumoured to have left Genesis three weeks ago following the announcement that the Australian launch had been hit with more delays.

Back in March, Evans announced the latest delay was related to the slow progress of construction of the marque’s flagship store in Pitt Street Mall in Sydney.

genesis boss 'disappointed' with local launch delay

It’s not known whether Evans’ departure is linked to the latest delay but, the brand’s global boss could hide his concern following the Genesis Mint unveiling at the New York motor show.

When asked if Fitzgerald was frustrated by the brand’s continued delay in Australia and Evans’ departure, Genesis’ most senior exec replied: “Frustrated would not be the right word. Disappointed? Yes.

“That just shows you it’s not always easy or goes to plan but that’s my job to take those challenges and overcome those. I’m not worried about that.

“Yes, [I’m] disappointed it could have been done more, let’s say, effectively or more smoothly. It would have made everybody’s lives easier but we’ll get there. No worries.”

genesis boss 'disappointed' with local launch delay
Genesis Mint concept unveiled at New York motor show

The Sydney store was set to be followed by similar flagship sales outposts in Brisbane and Melbourne, but the opening dates for those locations remain unknown.

Despite the ill-fated launch of his brand in Australia, Genesis’ global boss said he remains committed to launching Genesis here but would not set a deadline for how long it would take before the luxury brand would be judged a success Down Under.

Fitzgerald would also not be drawn on sales targets, saying that going after volume sales would “not equate to success”.

“What we are in is a marathon and not a sprint. This is something you have to invest in and you have to have patience and you have to have also the vision to see what is going to happen with this brand in 10 to 15 years’ time. We still want to be around.”

genesis boss 'disappointed' with local launch delay

The Genesis VP said that true success in Australia would be when the brand is judged as a “true competitor in that space”.

“If you have created a brand which resonates with a lot of people, sales volume will follow.”

The biggest challenge, Fitzgerald admitted, would be creating awareness – hence the planned flagship stores located in prominent CBD locations.

Genesis’ late arrival might prove a blessing in disguise as direct rival, Nissan’s Infiniti, continues to struggle to get a foothold in Europe and the Australian market.

When asked if lessons could be learnt from Infiniti’s woes, Fitzgerald replied: “I think the main takeaway is maybe how not to do it, where the main focus shall be.

“I think having a one-dimensional approach in terms of only concentrating on product might not be very successful.”

genesis boss 'disappointed' with local launch delay

When June finally rolls around, Genesis says it will launch with the BMW 3 Series-rivalling G70 mid-size sport sedan and an updated version of the original Genesis large sedan, now known as the G80.

An expansion into SUVs and a pure-electric coupe based on the 2018 Essentia New York concept is expected to arrive in the next three years.

A Genesis spokesman confirmed Evans’ departure in a statement.

“Peter Evans is no longer working for Genesis Motors Australia and is now pursuing other career opportunities.

“We thank Peter for his contribution to Genesis and wish him all the best in his future endeavours. An announcement regarding the revised Genesis business structure will be made in due course.”

Keyword: Genesis boss 'disappointed' with local launch delay

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