February 13, 2026

Genesis Grows U.S. Luxury Network While Mercedes Sales Decline

Genesis may not yet command the vast dealership networks of Germany’s luxury heavyweights, but its latest expansion makes one thing clear: the Korean brand is no longer playing small in the US premium market. With 9 new standalone dealerships opening across the country, Genesis has grown its dedicated retail footprint to 84 locations nationwide, a roughly 12% increase that signals serious long-term ambition.

Luxury Underdog Stealing Market Share

Genesis

BMW still dominates the US with more than 350 dealerships, while Mercedes-Benz operates over 380 locations. Audi, Volvo, and Lexus follow closely behind with 315, 282, and 244 dealers, respectively. By comparison, Genesis remains a fraction of that size, but focusing purely on volume misses the point. While Mercedes-Benz sales dropped by nearly 10%, Genesis had a 10% year-over-year increase in sales figures for 2025, selling more than 80,000 vehicles in the US alone. For a brand that has existed for less than a decade, growth like that is remarkable. The company is also moving further away from its Hyundai roots, with a brand new model being developed entirely in-house.

Affordable Brands Are Reshaping The Market

2026 Genesis G70

Genesis

A major driver behind that momentum is Genesis’ pricing strategy. The brand consistently undercuts established luxury rivals while offering comparable technology, refinement, and performance. At the moment, new car prices continue to grow, and buyers are becoming more value-conscious by the day. As a result, buyers want a premium experience without the premium markup, explaining why Genesis' parent company, Hyundai, is selling more cars than ever before. But it doesn't stop with Korean car brands gaining ground. Subaru recently topped Consumer Reports’ 2025 brand rankings, beating Toyota, Honda, BMW, and even Porsche, reinforcing the idea that buyers are prioritising quality and reliability over prestige badges.

Building a Luxury Empire One Dealership at a Time

Interior of a new Genesis Dealership

Genesis

Genesis' offering consistently undercuts German rivals while offering comparable technology, design, and performance. Combined with an increasing number of upperclass dealerships and a concierge-style customer experience, Genesis is positioning itself as a smarter alternative to traditional luxury. Admittedly, Genesis still trails far behind BMW, Mercedes-Benz, and Lexus in sheer size, and will most likely for quite some time, but its rapidly expanding retail network and accelerating sales growth suggest something much bigger is taking shape.

The 9 new dealerships are: