CAR RETAIL, GANGNAM STYLE
Refreshingly, one of the key ways Genesis wants to win your custom is with an unrelenting focus on customer service. For instance, every buyer is appointed a concierge, who is charged with making life as easy as possible, from home pick-ups for servicing to answering any questions you may have directly.
While UK sales are still building exponentially (127 in 2021, 1000 in 2022), the dedication to next-level experiences is the same.
Quite how far it can extend is on show in Gangnam, Seoul, at the Genesis Suji Studio, a near-5000-square-metre, four-storey building.
Here, every model sold by the brand is on show and every powertrain and colour variant available to test drive, so that customers can sample their prospective car before they buy. It also acts as a stateof-the-art handover facility, with customers able to watch their car as it’s laser-scanned to ensure perfection before being handed over.
It’s vast and impressive and even has a signature scent pumped around, identical to the one in every Genesis showroom around the world.
There are equivalents – Studio Hanam, also in Korea, and Genesis House in New York – and the prospect of similar in Europe. All are staggering for their scale and attention to detail.
No question, these venues are statements of intent, and as such they have marketing as well as practical value, a physical manifestation of that customer focus.
A tour brings to mind Mercedes-benz World at Brooklands or Audi’s West London flagship, and it gives a striking impression of just how determined Genesis is to break their luxury stranglehold.