Genesis aims to establish a new standard of luxury in the Chinese market
The six-year-old luxury car brand Genesis made official entry into China earlier this month. It will introduce itself to a new generation of Chinese consumers who are seeking true distinction in luxury.
The Global Head of Genesis, Jaehoon Chang, said that the move marks the beginning of a new chapter for the company. The Chinese market will serve a critical role in the development of Genesis’ global business and the company is excited to present its products to China’s vibrant and confident customers.
China has the world’s largest market with the fiercest competition. Its customers are open to new things and keeping up with fashion. It marks a milestone for Genesis, a relatively young luxury brand, to enter China in the early stage of its brand development, said Markus Henne, CEO of Genesis Motor China.
Genesis will focus on brand building in China in the early stage, he added.
The carmaker intends to inspire its customers in terms of what new luxury can be and address what the brand calls Generation Genesis: a generation with bold new perspectives in style and daily life. Their refined taste in aesthetics and appreciation for distinctive design will relate to the brand spirit of Genesis.
To underline this, Genesis revealed its brand manifesto at the heart of which sits the “Genesis of You” message. Every touch point with Genesis is designed to fuel the confidence of these consumers as they embark on new beginnings, break boundaries and progress in every endeavor.
According to Genesis, it will establish a new business model for Chinese customers, which is based on direct sales, supported by trusted agents, and online sales.
With the introduction of the Genesis Partner concept, Genesis will ensure that every person interested in the brand receives the best one-toone experience from a dedicated companion.
“We are driven by a purpose to design authentic relationships with Chinese consumers. This is our promise and our distinctiveness in
China to deliver meaningful and stress-free experiences,” Henne said.
Also, a transparent pricing model under the Genesis one-price-promise will be implemented to ensure a single price across all sales channels. This unique and uncompromising brand experience will be enabled by the Genesis Digital Ecosystem.
At the Brand Night held in Shanghai on April 2, the carmaker lit up the evening sky with thousands of drones in a stunning performance.
The spectacular visuals were coordinated to present the world of Genesis, delivering an audacious storytelling concept while breaking the Guinness World Records for “the most unmanned aerial vehicles airborne simultaneously”. It represented the audacious spirit of Genesis to challenge conventions, break through boundaries and inspire new possibilities.
“With this record-breaking drone performance, we brought our brand story and philosophy to life for many Chinese consumers. Soon, we will bring even more inspiring Genesis experiences and products to consumers in China,” Henne said.
The carmaker showcased two internationally recognized products that night, the G80 sedan and the GV80 SUV, which are known for Genesis’ high quality and distinctive design philosophy.
Defined by their symbolic Two
Lines architecture, both models maintain the perfect balance between two opposites: athleticism and elegance. Inside the cabin, the beauty of white space design philosophy is expressed through a harmony of personal space and state-ofthe-art technology.
Lifestyle is an essential part of Genesis and aesthetic ambition with the love for beautiful things are at the core of the brand. That’s the reason Genesis attaches great importance to design and is open to collaborate on a variety of canvases.
Last week, it cooperated with Shanghai Fashion Week to create an elevated and in-depth exploration of progressive luxury style through world-class fashion concepts.
A comprehensive and touchable Genesis Experience has come to life at Genesis Studios, a luxury lifestyle oasis where people can experience the vehicles, arts and culture combined with Genesis hospitality. The first Genesis Studio in China opened in downtown Shanghai last week.
It is the very first physical touchpoint for Genesis, that allows Chinese customers to immerse themselves in the brand.
Henne said: “As our first interaction with Chinese customers, we designed the Genesis Studio to be more than just a showroom. It is a place for sharing inspiration, making meaningful connections, and creating memorable moments.”
Headquartered in South Korea, Genesis has sold vehicles in the United States, Canada, Australia, Russia and other markets. Its distinctive styling and outstanding quality have impressed many thirdparty experts across the world.
It ranked No 1 in the 2020 J.D. Power vehicle dependability study. The annual study ranks auto manufacturers and their products by problems per 100 vehicles. The brand and car with the lowest level of problems wins the respective category.
Genesis was also the No 1 premium brand in the industry in J.D. Power’s 2020 Initial Quality Study, taking home the accolade for the fourth consecutive year.
In design sector, Genesis earned four 2020 Red Dot Awards within the Interface, Retail and Spatial Communication design subcategories. Launched in 1955, the Red Dot Awards, along with iF and IDEA Design, are considered the world’s top three design competitions.
“We will continue to reveal more highlights of how we plan to appeal to our Chinese audience. I am confident to deliver this promise and invite everyone to be a part of this journey,” Henne said.