President and CEO Don Romano says Hyundai, which launched its Genesis line of higher-end cars as an online only option in 2016, learned that many buyers still want to walk through a showroom.
Romano says the company, which also introduced fixed prices with the Genesis line to eliminate haggling, has since partnered with agents who are building physical showrooms to appeal to those who want to browse in person.
"We learned that it cannot be 100 per cent online," said Romano, speaking Thursday at the Elevate tech conference in Toronto.
"There are still a lot of people out there that that's not what they want to do. They want to walk in to a showroom, but they don't want the hassle, they don't want the headache."
Potential Genesis buyers will be able to go into a dealership, but they will still be buying the vehicles directly from the company and the agent will help walk them through the online ordering process in the showroom.
He said the overwhelming majority of car buyers hate the traditional process of buying a car, noting one survey that found only 17 out of 4,002 car shoppers liked the process.
Hyundai wants to shift the buying process for all its brands more online, but entrenched models make it difficult, Romano said.
Read more here
Join us November 13-15 for the Property Portal Watch Conference Madrid 2019.