Genesis confidently ramps up its development in the Chinese market

Last weekend, global luxury automotive brand Genesis made its debut at the Chengdu Motor Show 2021 with the China premiere of the Genesis G70, marking a strong addition to the Genesis product portfolio and further demonstrating the brand's rapid development in China.

Rapid development

The carmaker announced its arrival in China with a spectacular drone show in April, setting a new Guinness World Record in the process. Since then, the brand has moved fast and pushed boundaries. Within these few months, the carmaker has already expanded its product portfolio with the latest member of the Genesis family, the Genesis G70, following the recent start of sales of the Genesis G80 and Genesis GV80, which received positive feedback from the Chinese market.

The carmaker is rapidly expanding its network in China. It has launched two Genesis Studios since April, and introduced the Genesis Showcase, full-function stores, which provide guests and Genesis owners in China with customized consultation and maintenance services in a relaxing and comfortable environment. The Genesis Showcases will open in Shanghai and Chengdu this September and November respectively.

Amid rapid development in China, Genesis has been highly recognized by the Chinese market for presenting its new vision of luxury through the unique Genesis Experience.

Markus Henne, CEO of Genesis Motor China, said that the expansion of its product portfolio and its rapid development in China signal its strong confidence in the future of Genesis in China. "We look forward to delighting more Chinese customers with the unique Genesis Experience that manifests our commitment to delivering exceptional products and experiences that make a positive impact on our customers' lives," Henne said.

"Genesis Experience"

The carmaker said that true luxury is about the complete experience. Facing fiercer market competition in China, the carmaker designed the unique Genesis Experience to help the brand stand out in the market. The Genesis Experience enables the brand to build authentic relationships with customers through meaningful, stress-free experiences centered on human touch, convenience, transparency and trust.

The exceptional quality and luxury of Genesis makes it one of the highest-ranked brands in the luxury automotive industry by respected third-party experts such as North American Car of the Year and Consumer Reports, and it has been chosen as the best luxury brand by J.D.Power for four consecutive years.

With its commitment to delivering superior quality and luxury products for Chinese customers, Genesis is introducing its global award-winning products to the Chinese market based on the Two Trim Strategy, which offers customers peace of mind with an unparalleled level of specifications that come standard for all models.

To deliver the unique Genesis Experience at all touch points, the carmaker has implemented an all-new business model tailored for the Chinese market－an omnichannel approach based on direct sales and online sales and supported by trusted agents. The business model is realized through Genesis Studios. With the business model, customers benefit from unified pricing across all channels under the Genesis One Price Promise. The Genesis Partner Concept guarantees customers a one-to-one experience throughout every interaction with the brand.

The Genesis Valet Service offers the utmost convenience for customers, including valet test drive experience, home delivery for new Genesis vehicles, as well as pickup and delivery for specific maintenance and service at a designated location within the same city. The service will start in Shanghai and Chengdu first.

In addition, Genesis vehicles come with Genesis Care, driven by a confident warranty offering and thoughtful services, which include a 5-year or 100,000-kilometer warranty and a 5-year unlimited mileage and 24/7 roadside assistance across the Chinese mainland.

Distinct dynamism

At the ongoing Chengdu auto show, Genesis hosted the Chinese premiere of its G70, which is expected to meet the diverse needs of a broader audience.

The luxury sports sedan offers dynamic performance with athletic design and a driver-focused interior design including the Genesis Infotainment System. Drivers can take full advantage of the Genesis G70's performance potential with features such as a 2.0-liter turbo engine and a sport plus mode.

The model also features advanced safety and technology, such as Genesis Active Safety Control and a 10-airbag system with front center side airbag, Genesis Connected Services, and Lexicon sound system with 15 speakers, adding to the unique Genesis Experience. Genesis will start collecting orders for the Genesis G70 from October. Delivery of the Genesis G70 will start within this year, together with the Genesis G80 and the Genesis GV80, the first two Genesis models launched in China.

Henne said: "The Genesis G70 is a strong addition to our product portfolio that will both appeal to the younger generation with its distinct dynamism and expand the reach of our brand in China."

Strong confidence

Although Genesis is a newcomer to China, the world's largest premiere vehicle market, the six-year-old brand has made waves around the world, launching its distinctive products in markets as diverse as the United States, Canada, Australia, Russia and Europe and reporting excellent business performance.

The carmaker said it will continue to expand its offering to more segments so that the unique Genesis Experience can be discovered by a broader audience in China. The carmaker will keep expanding its footprint in China city by city to deliver the unique Genesis Experience, the carmaker said.