Genesis Motors is Redefining Luxury
What does luxury mean to you?
In the automotive world, we think of the big players that have staked out their marketplace by creating a world of exclusivity and privilege. Long waiting lists, high prices and logos as status symbols the world of automotive luxury is pretentious.
Enter Genesis Motors, the latest chapter in the Hyundai brand and a luxury car company that is redefining the meaning of the word. Gone are the days of exclusivity, instead Genesis Motors has decided to focus on the customer experience. The brand’s director Michael Ricciuto explains this as “we’re the luxury car company that comes to you. We’re trying to redefine the whole purchasing process of buying luxury cars.“
Currently, the brand has carved out a niche market for itself with two models, the G80 and the G90. Both of them sedans and both of them on the larger side but that isn’t a resting place for Genesis Motors Riccuito confirms, “We’ve announced that there will be six new models by 2021. That includes our small sedan, two SUVs, and a sports car. So by 2021, we’ll have more models, and especially for our market in Canada, the SUVs are going to be paramount.”
The traditional way of buying cars is about 75 years old.”
So what does the Genesis Motors experience look like? Well for starters you can fully test drive, purchase, change over your lease, and everything in between through their online portal. Included in your relationship with the brand is a full Genesis at Home experience, including five years of brand, handled servicing. No interruptions are necessary. Ricciuto explains, “Can you imagine just saying, ‘Ya, okay, I need maintenance on my car and Tuesday at 9 am would work best,’ and someone just shows up at your house with a loaner car? And you don’t have to worry about picking it up, and getting ready or getting your kids off to school, or whatever. It’s all done. It’s your convenience.”
“The traditional way of buying cars is about 75 years old. 75 years ago, you’d go down to a dealership, pick the vehicle out of their inventory, negotiate with some guy, choose the tires, and take delivery of it, and have to bring it back every time you needed to service it,” he continues. Instead, Genesis Motor’s pride’s itself on bringing everything to you, alleviating headaches and inconveniences. It’s the boutique hotel of car brands. “Let us cater to your needs so that you can focus on what’s important, your life beyond the vehicle” feel to it. Their target demographic can obviously appreciate, in this “time-is-money” age that there’s nothing better than being proficient in service. In Ricciuto own words, “We’re defining new luxury as it’s enjoying the best experience in life for any given product or service. It’s all about the experience.”
So how does one go about buying a car directly from the brand and fully online? “Our online sales portal is one of a kind. Nowhere can you go today and purchase a car entirely online, including putting online your trade-in vehicle, applying and getting instant approval for credit, and select the vehicle you want,” explains the brand director, “we’re pretty proud of that tool.” This tool, as you can imagine, has taken a while to perfect as there are so many variables to input but Genesis has constantly been tweaking this innovation to ensure ease of use. “The challenges that we found, probably the biggest one, is more of an administrative one, when you go to buy a car, you’d think it’s straightforward, but every deal is so different. One person has a trade, someone owes money on their car, someone else it’s not in their name it’s in their wife’s name, so our online portal had to adapt quickly to make it easy to understand yet flexible enough to adjust to all these unique conditions.”
If experience is at the forefront of this luxury car brand than having a purchasing tool that is innovative, sleek and easy to navigate is of utmost priority. You can count this as one of the many success in the brand’s initiatives developed specifically by the Canadian team. Chad Heard Senior Manager, Public Relations chimes in, “this business model is unique to Canada. This approach to the market is a Canadian idea and Canadian execution. So we’re pretty proud of that opportunity to have autonomy to develop a Canadian solution for Canadian customers.”
Not a fan of the interwebs? Well, don’t fret because Genesis Motors is opening up eight boutique sales centers, in convenient locations (think malls and main streets), that will allow you to work directly with their team to find the right fit for you.
Again, the team has focused on how it’s consumer would want to purchase a vehicle, gone are the days of having to drive out to a remote area where the dealership is, haggle with the dealer and leave knowing you’ll have to come back to pick up your vehicle. Genesis Motors are cutting out the middleman and bringing its service to you. In the process they pride themselves on never leaving you without a car, giving you the ability to make appointments around your schedule, allowing you to purchase a vehicle from the comfort of your home or nearby sales location and never upselling you because their basics check off your dream wishlist.
If that doesn’t sound like luxury, well we need to go back to my initial question of, “what does luxury mean to you?”
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