AutoBeta(AutoBeta.net)08/04 Report--

As early as last year, Hyundai's high-end brand Genisse announced that it would return to the Chinese market "for the second time" and appointed William Lee, the company's former North American chief executive, as global head of its high-end brand. Its main responsibilities include reviving the Chinese market. However, Genisse has not yet been admitted to China, and its person in charge has been announced that he will be transferred.

Jay Chang will succeed William Lee as the new global head of the Genesis brand, according to a new personnel change announced by Hyundai. William Lee, who just took over the Genisse brand at the end of October 2019, will become CEO of Innocean, Hyundai's global advertising division.

It is understood that Chang used to be the vice president of Hyundai Automobile and has held positions in many departments such as customer experience, production and development planning. "his focus on customer experience, quality and company development strategy enables him to lead Genesis through the next stage of development." Genisse said. On the other hand, Hyundai expects Zhang Jie to realize Genisse's global expansion in the luxury car market by "increasing sales and brand awareness."

Hyundai's responsibility for the previous head of the Genisse brand is to revive sales in the United States and open up the Chinese and European markets. Although personnel changes have been made, it is clear that Genisse's development goals are the same, meaning that Jay Chang will take over as the head of the company, including reviving the Chinese market.

In addition, Chang and Lee both took office on Aug. 2, which means that Genisseth has replaced three global heads in less than a year.

Because at present, apart from the Korean local market, the largest market is the American market, but judging from the current performance of the global market, the sales performance is not optimistic. According to the brand, its sales in the US market were 1257 in July, down 21% from a year earlier. Of these, sales of its 2020 G90 midsize sedan rose 16% to 1279. So far this year, the brand's total sales have fallen 24 per cent to 8797 vehicles.

In the Chinese market, Hyundai has also established "Genisse Automobile sales (Shanghai) Co., Ltd." in Shanghai on October 25, 2018, which is wholly owned by Hyundai Motor Company (Hyundai Motor Company) with a registered capital of US $50 million. At the same time, Hyundai also plans to set up a sales legal person in other big cities outside Shanghai to build a dealer network covering all of China, in order to increase the market segment covered in China as soon as possible after listing.

With regard to the new car plan, Zirong Yu, the special director of Hyundai's global PR group, also revealed in an interview with foreign media that the Gaines brand will enter the Chinese market at the end of this year or early next year (2020). However, judging from the current news, Genisse's plan to enter China for the second time has not been implemented for a long time.

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