Home shopping Genesis

Genesis is selling direct, but it’s taking things a step further by scrapping the showrooms entirely.

If you’re interested in a Genesis, you go to their website and request a test-drive. They bring the car to you. The program is called Genesis At Home. “We’re launching a new brand and we thought, why not modernize the way cars are sold,” says Michael Ricciuto, director of the Genesis brand in Canada. “There’s one fixed price. Everything is included.”

When your car is due for maintenance, you call Genesis and they’ll pick it up and leave you with a loaner. When the work’s done, your car gets dropped back off at your home or office. It’s a massive endeavor for Genesis, but one meant to tempt buyers to take a chance on a new luxury brand.