A new campaign for Genesis
You may know Genesis as it was previously featured on Gentologie, both online and within our pages. For 2024, the luxury automotive brand from South Korea launched a new campaign, “Centred Around You,” focusing on the guest experience. Explore the details of this new way of doing things with Genesis: Centred Around You campaign.
As Mr. Eric Marshall, Director of Genesis Motors Canada, told us, “Our ‘Centred Around You’ brand platform aims to underscore our commitment to prioritizing our guests in everything we do. This starts with developing vehicles with emotionally captivating designs that prioritize comfort, intuitive technology and safety.”
Before the brand launched in Canada—a journey you can read about on our website—the company enlisted the expertise of J.D. Power to identify the biggest pain points in the acquisition and ownership of a luxury vehicle, as Mr. Marshall explains.
They used this J.D. Power expertise to develop transparent, all-inclusive pricing, at-home test drives, five-year complimentary maintenance and warranty with valet service. Genesis aims to highlight its dedication to a personalized, human-centric experience that transcends traditional automotive services and is aligned with the hospitality their guests would experience at luxury hotels, top-rated restaurants and through business class travel. Note that the brand has a partnership with Forbes Travel Guide since 2022 to train Genesis employees to their customized luxury hospitality standards, as well as recognition as “In Partnership with Forbes Travel Guide” to distributors who consistently demonstrate the highest levels of guest service. “This platform emphasizes our core values of respect, trust and effortless luxury, ensuring that every guest experience is uniquely tailored to their needs,” added the Genesis Motors Canada executive.
You might ask what is really the difference with Genesis? Is there any value for you to get on board for a journey with the brand, as the Director for Genesis Canada told us, “The Genesis difference lies in our holistic approach to luxury. Our transparent pricing, at-home services and comprehensive maintenance offer unmatched convenience and peace of mind. Guests benefit from a frictionless ownership experience, featuring services like Genesis at Home for test drives and service, with Genesis Connected Services for advanced connectivity and safety. Choosing Genesis means selecting a brand that prioritizes your time, values your needs and enhances your lifestyle through every touchpoint.”
Adding to those offerings, Genesis offers online ordering and direct sales with transparent, all-inclusive pricing. The Genesis at Home model allows guests to arrange test drives, vehicle delivery and complimentary scheduled maintenance paired with valet services, promising unprecedented flexibility and respect for their time, according to Mr. Marshall.
Genesis: Centred Around You: for Canadian clients
As for 2024, the services are growing. You, Canadian guests, can expect innovation and an elevated experience. “We are introducing new models with intuitive technology, enhanced safety features and even more personalized services. Models like the G70 sport sedan, GV80 SUV and GV80 Coupe feature Digital Key technology, allowing the driver to unlock, lock and use the vehicle through their smartwatch or smartphone. Going above and beyond the existing Genesis Canada benefits, the GV80 Coupe will be launched this summer with an industry-first comprehensive, Seasonal Offer. In addition to five years of maintenance paired with at-home valet service, a five-year comprehensive warranty that is inclusive of roadside assistance, map updates and connected services, the GV80 Coupe’s all-inclusive price includes Michelin X-Ice Snow winter tires and black Genesis Alloy rims, complete with storage, installation and valet service for five years,” explained the Genesis director.
You may wonder how you will see this campaign deployed around you. “We integrate our guest-centric philosophy throughout all touchpoints by employing an omni-channel business model. Whether through our user-friendly website, mobile app, physical Genesis Retail Experience (GRX) locations, or at-home services, we strive to make every interaction seamless and satisfying,” added Mr. Marshall. As Genesis is present in every province in Canada, you might ask how the “Centred Around You” campaign will be deployed across Canada. They will conduct this with a tailored approach through each distributor based on their particular region. “[We utilize] a mix of digital and traditional marketing strategies, out-of-home activations and strategic partnerships to reach our intended audience effectively. Our goal is to ensure that all our guests, regardless of location, experience the same level of attention and care that define the Genesis brand,” concluded the Genesis Motors Canada Director.
As mentioned earlier, Genesis Motors Canada has been a Forbes Travel Guide partner since 2022. It is the first and only automotive brand in the world to be in partnership with the authority on luxury hospitality. “Training and evaluating our front line staff on key processes, our goal is to ensure that every guest feels valued and respected, through a consistent and cohesive experience across all channels,” clarified the Genesis Motors Canada executive.
You might ask, what does Genesis offer more than other manufacturers, and how do they stay ahead? Well, Genesis offers a unique blend of luxury, innovation and guest-focused services that set them apart. Their transparent pricing, comprehensive at-home services, and industry-leading warranties ensure an exceptional, frictionless acquisition and ownership experience. They stay ahead by continually innovating and by working with their trusted distributors and listening to guest feedback to refine their processes.
Looking to the future, you might have seen the prototypes in our pages such as the Genesis X Concept. Genesis will continue to innovate in this sense, offering emotionally appealing designs and engaging performance, complemented with intuitive technology and advanced safety. “We will endeavour to further improve the guest experience by adapting to their changing needs,” added the Genesis Canada leader.
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