What the company is calling a “human-centred purchase and ownership model” is designed to set Genesis Motors Canada apart from other luxury brands. Hyundai’s luxury car brand officially launched last week and is aiming to create a stress-free customer experience.
It might not be stress-free for dealers trying to navigate their role in this new model where the company, and not dealers, own the inventory. The company is working out plans for establishing a modest dealer network to sell the brand, according to the Globe and Mail, but it won’t be through existing Hyundai dealerships.
Initially, rather than visit dealerships to check out inventory, potential owners will be able to schedule a demonstration and test drive with a Genesis representative at their choice of location.
The idea is that consumers can complete lease or finance paperwork, make a deposit, and place an order through the digital platform without leaving their home or office.
Pricing includes delivery and destination charges, and maintenance and navigation software updates for five years or 100,000 km.
“Genesis will bring the brand into customers’ lives in a harmonious way, saving them time with simplified, set pricing, fully-equipped models and the Genesis at Home concierge service for sales and service,” says Michael Ricciuto, director of Genesis.
The product lineup will initially consist of two models — the G80 mid-size luxury sedan and the G90 full-size luxury sedan. A sports coupe, smaller sedan and SUVs will expand the line to six models by 2021.
Next year the company says it plans to launch boutique locations in shopping centres across Canada.
Check out the company’s website at: https://www.genesis.ca
