Planet Automotive Group Celebrates Commencement of Genesis of Denver North in Broomfield
New state-of-the-art facility will bring the award-winning Genesis luxury automotive experience and Planet Automotive Group’s customer-first promises to the Broomfield community
Members of the Payne family, Genesis leadership, and guests celebrate the official groundbreaking of Genesis of Denver North on August 31, 2026.
BROOMFIELD, Colo. — September 3, 2026 — Planet Automotive Group celebrated the commencement of its new Genesis of Denver North facility during a ceremony held Monday, August 31, at 4101 Industrial Lane in Broomfield. The event marked the official beginning of construction on a new retail and service destination designed to serve Broomfield, the northern Denver metro area, and communities throughout Colorado’s northern Front Range.
Anticipated to open in fall 2027, Genesis of Denver North will provide the community with greater access to the Genesis lineup and a luxury automotive experience centered on thoughtful hospitality, innovative design, and personalized service.
The elevated new space will reflect the design, innovation, and hospitality that are hallmarks of the Genesis brand. Every aspect of the facility is being thoughtfully planned to provide an exceptional environment for guests throughout both the vehicle-purchasing and ownership experience.
A New Chapter for Planet Automotive Group
“Genesis of Denver North represents an exciting new chapter for our family, our team and the communities we serve,” said Lee Payne, owner and CEO of Planet Automotive Group. “We are proud to bring the Genesis experience to Broomfield while continuing to honor the transparent, customer-first promises that have guided our organization. We look forward to creating a destination where every guest feels welcomed, respected and genuinely cared for.”
Genesis of Denver North will continue Planet Automotive Group’s established approach to creating a more transparent and comfortable way to purchase and service a vehicle. These customer-first commitments include:
- Transparent, negotiation-free pricing
- No dealer handling fees
- Salaried sales professionals whose compensation is not based on commissions
- A five-day/250-mile money-back guarantee
- Service TrueView real-time text and video updates that provide greater transparency throughout the service process
- Digital multi-point inspection results, service recommendations, and convenient remote approval and payment options
Ceremonial golden shovels ready for the official groundbreaking of Genesis of Denver North.
Celebrating the Milestone
The commencement ceremony brought together Genesis leadership, members of the Broomfield City Council, Genesis of Golden employees, and members of the Payne family who have supported the organization throughout its growth. Owners Lee and Olga Payne were joined by Jamie Payne, co-owner of Planet Automotive Group, CFO Tyler D’Egidio, and other team members to celebrate the milestone.
The new facility is being brought to life with the support of PNC Bank, WCG Construction, and Adragna Architecture + Development.
Continuing Service at Genesis of Golden
Until Genesis of Denver North opens in fall 2027, General Manager Christian Storm and his team will continue providing guests with access to the Genesis lineup, along with exceptional sales and service support at Genesis of Golden.
About Planet Automotive Group
Planet Automotive Group is a family-owned automotive organization committed to providing a transparent, customer-focused sales and service experience. Its Colorado dealerships include Planet Honda, Planet Hyundai, and Genesis of Golden, with Genesis of Denver North anticipated to open in Broomfield in fall 2027. The organization also expanded into the St. Louis market with the acquisition of Leo Payne Honda in 2024. Across its dealerships, Planet Automotive Group is guided by a can-do attitude, respect for others, a growth mindset, and steadfast dedication to its customers, employees, and communities.
Media Contact
Tanya Miller
Marketing Manager
Planet Automotive Group
tmiller@planethonda.com