Before the coronavirus took hold in the U.S., Genesis had big plans. Not just for a new model or a few more retailers. More like a relaunch of the brand, which has suffered from its all-sedan lineup and sparse dealer network.
Genesis had been building momentum from the start of the year: Its first crossover — the GV80 — debuted in January; the freshened G90 sedan went on sale the same month; a new-generation G80 sedan was unveiled in March. And about 350 dealers had gone through the process of setting up new franchises by the end of last year.
While some automakers are pushing back plans for new and freshened models because of the COVID-19 crisis, Genesis is doing everything in its power to maintain momentum as authorities in the U.S. outline plans to reopen the economy with a patchwork of local rules, said Mark Del Rosso, who was named CEO of Genesis North America in October.
"It's a big country, and every dealer is going throu…