Hyundai has announced the official entry of its premium brand Genesis into the Czech market. According to Martin Saitz, head of Hyundai's Czech operations, this move is not intended as a short-term increase in sales but rather a strategic expansion aimed at building a strong position alongside the established Hyundai brand, which largely relies on domestic production. The company emphasizes that their approach will prioritize service quality over sales volume, setting the stage for a sustainable presence in the luxury car segment.

The expansion of Genesis into Czechia starts with a focus on service infrastructure, which Saitz highlights as a crucial initial step in providing customers with the high level of service expected from a premium brand. Investments will be made in specialized equipment necessary for authorized service centers and ensuring the efficient availability of spare parts. By doing so, Hyundai aims to assure future Genesis customers that their vehicles can be serviced effectively and efficiently, addressing a concern that has affected brands entering this market in the past.

The careful and measured approach taken by Hyundai is indicative of their understanding of the complexities involved in establishing luxury brands in new markets. They are not looking to rush the launch; instead, the objective is to create a solid foundation that supports their long-term ambitions for the Genesis brand. This strategy reflects a broader trend among manufacturers to prioritize quality service and customer experience in the competitive automotive market, especially in the luxury segment where owners have heightened expectations.