The Genesis of a new luxury brand
Let’s start with an uncomfortable truth: The automotive shopping experience has largely remained unchanged for the last 75 years, while the broader consumer goods industry has rocketed forward in response to today’s fast-paced, on-demand, highly-digital society.
A customer can go online and place an order for groceries, watch batteries, huge flat screen TVs, major household appliances, custommade clothing (and more) and it will all show up at their doorstep. Contrast that with shopping for a vehicle, where that same customer could do some research online, but must still leave home to see the desired car, test drive it, and even get a price.
It’s no wonder that a 2015 international survey by Accenture revealed 75 per cent of drivers would consider conducting the entire car-buying process online, if given the opportunity. They simply want out of the “traditional” shopping model because it’s neither relevant nor enjoyable.
It doesn’t have to be this way. In fact, my team and I are set to change the public’s perception of the automotive industry. Or at least one part of it. And we’re doing that with the industry’s newest luxury brand, Genesis.
If you’re not yet familiar, Genesis is a new, dedicated luxury brand that’s part of the global Hyundai Motor Group. With the launch of a new company came a tremendous opportunity to move beyond the traditional automotive space by creating an evolved luxury ownership experience. One that’s human-centred. More specifically, one that’s adapted to the fast pace of life of today’s consumers and to the technological advances that have changed what a luxury vehicle can — and should — be.
In this business, it always starts with the product. Here, Genesis will be authentic. All Genesis vehicles will be built on dedicated platforms — you will not see a Genesis riding on the same platform as a mass market vehicle — with premium powertrains and the latest in safety and convenience features as standard equipment.
Today, our lineup consists of the G80 mid-size luxury sedan, our G90 flagship, and will be shortly joined by the G70 compact sport luxury sedan. Another three vehicles — including two SUVs — will join the lineup by 2021, bringing our total product offering to six.
With a dedicated team of worldclass designers, the exterior and interior design of Genesis models evoke confidence and originality through innovative styling and proportions. What this means is interiors feature genuine wood or aluminum trim, exceptional leather, and an ergonomic layout with intuitive controls.
Is that sufficient for a new brand to take off ? No. That’s simply the first half of the equation. The real battleground is with the customer experience, and we are humanizing that shopping and ownership experience with every customer interaction.
We do so by respecting our customers’ time. First and foremost, Genesis is the luxury brand that comes to you. It begins with Genesis representatives conducting a personalized product presentation and test drive at a customer’s home or office. When they’re ready to purchase, customers can configure their vehicle, have a trade-in appraised, and place an order for home delivery online — all for one single guaranteed price.
As a Genesis owner, this human-centric approach continues with five years of complimentary scheduled maintenance, including at-home service and courtesy vehicles for all service. We call this “Genesis At Home” and it’s integral to our brand promise for unparalleled customer service.
Our goal is to have Genesis customers rave as much about the buying and ownership experience as they do about the car itself. Once that happens, we’ll have succeeded in redefining what it means to be an automotive luxury brand.
Or, perhaps, start to modernize the automotive industry itself.
You can see why we named the brand “Genesis.”
With the launch of a new company came a tremendous opportunity to move beyond the traditional automotive space ...