A series of dedicated test drive events for UK business drivers is being launched next month by Genesis, the premium brand of Hyundai Motor Company, as it seeks to win more fleet business.
The programme starts in mid-October at Primrose Hill Farm near Banbury, hosted by the Genesis UK fleet team, for leasing companies, SMEs and corporate clients that register in advance.
Retail customer test drive events have already been under way, with the latest at Gunwharf Quays in Portsmouth.
Earlier this year Genesis UK was brought under the wing of Hyundai Motor UK 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.
Having started in 2021 with no dealer network and a direct to consumer business model, Genesis is now appointing a network of 15 to 20 Genesis showrooms in the most highly populated parts of the UK that will give it the capability to reach 90% of the country’s car buyers.
The showrooms are typically being opened by existing retail partners of Hyundai, such as Arnold Clark, Ancaster, Richmond Motor Group and Sinclair Group.
Following the business changes at the start of the year, Genesis has significantly expanded its fleet and corporate team. Tim White, head of fleet sales at Genesis Motor UK, said: “We are looking forward to welcoming guests to our inaugural event where the team will be on hand to discuss the Genesis difference with our ‘we come to you’ proposition and our all-encompassing five-year care plan.
“For the business-car driver, our business ownership strategy delivers convenience in spades, with each driver having access to a Genesis personal assistant, who will hand the car over once the sale is complete but then after that they can help with organising servicing, sorting a courtesy car, or even purchasing their next Genesis.”
He continued: “With the fleet and business sector accounting for a greater share of cars registered this year than ever before, the feedback we’ve received from new to brand Genesis drivers has been overwhelmingly positive.
“These engagements are a great opportunity for Genesis to expand that footprint.”