Korean luxury brand Genesis is aiming to raise its profile with company car drivers and mark itself out from other newcomers by using the fleet infrastructure of parent company Hyundai, according to brand director Jonny Miller.
The firm became a stand-alone business within Hyundai Motor UK in February, having operated independently since it launched in the UK in 2021. Miller said this provides access to a nationwide aftersales network and an established database of fleet customers, enabling targeted cross-selling of Genesis products where they fit operators’ price-grading structures.
However, he added, the driver-facing elements of that proposition are unchanged. Company car drivers will continue to get the same service as retail customers, including a Genesis Personal Assistant as their single point of contact for everything from initial enquiries and ordering to the detailed handover process and service bookings.
Vehicles will also still be collected and delivered fully valeted if they need to visit the workshop and customers will be provided with courtesy cars in the meantime. Feedback suggests customers value that experience, Miller said.
“That mechanism is how we’re trying to cut through the noise,” said Miller, referring to Genesis's bid to gain attention in a market that has lots of new brands. “Where applicable, everything that we offer [retail customers] has been offered to our corporate clients, because we realise that’s probably going to make us stand out.”
Genesis launched with five petrol and diesel vehicles, but recently axed the G70 saloon and estate and GV80 SUV in Europe. Against the backdrop of a smaller model range and softer retail demand, its UK registrations were down 24.5% for the year to date in August, from 920 to 695 vehicles, according to the latest SMMT data.
Although Miller stressed the brand isn’t targeting large fleet volumes, it now has three electric models and a bedrock of director-level demand for both the GV60 and GV70 in a market where more than 60% of total volume and 80% of electric vehicles are registered to fleets and businesses.
To drive awareness, Genesis has expanded its company car demonstrator fleet and organised a programme of events throughout October, giving leasing companies, key industry partners and SME and corporate customers a chance to try the latest products and meet the team.
Miller said there could also be opportunities to pursue solus supply deals with Hyundai, leveraging a combined line-up spanning from city cars to premium electric SUVs.
“We have seen that the moment we get a Genesis into a large organisation – once it's in the car park, once people have seen it and talked about it – we then see that flurry," he said. “We just need that early adopter to understand and think about Genesis.
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This is after twenty years of Jaguars and seven years of owning a Maserati Ghibli (also an excellent car).
The service I receive from Genesis is more akin to that of a super luxury brand, than the 'your just a (registration) number' service of the usual oh so boring German premium brands.
Whilst the product itself gives the feeling of something designed to be more like a Rolls or Bentley, than a rival to a Mercedes or a BMW. Real thought and care has been put into the car to make it look and feel special, unlike the 'identikit' rivals that just look like a bigger or smaller version of the other cars in their respective ranges - the Mercedes EQE is just a smaller 'bar of soap' copy of the EQS, and the BMW i5 is just as hideous as the 7 series again just a bit smaller!
If you want something that feels special, take a look at the Genesis.
By way of a counter to the letter recently published regarding Genesis cars in the UK.
For introduction, I have owned six new Jaguars between 1995 and 2015, and from 2015 a new Maserati Ghibli Diesel (an excellent car, with a couple of great dealers in the London area - Joe Macari and HR Owen).
In 2022 I was looking round to replace the Ghibli, and fully expecting Sadiq Khan to introduce even tougher taxes on Diesel and Petrol cars for London driving and with an eye to the future, I thought it would be a good idea to go EV, which also would, at the time, mean cheap parking in London’s West End.
In August ‘22 I took delivery of a Genesis Electrified G80, which maybe thanks to the Bentley sourced designer of their range of cars, bares more than a passing resemblance to a Bentley saloon, with passers by often commenting.
At around 80k for the almost fully loaded model I chose it’s some 10k less than its closest rival the Mercedes EQE.
Quite a few people ask what I think of it, particularly after the Maserati, and I have to say it’s the best car I’ve owned!
The cabin looks and feels more luxurious than any of my previous cars, and it also drives like a proper luxury car should, with almost a Rolls Royce feeling of refinement.
Being a fan of in car tech, it has all the latest features, including a solar panel roof, and level 2.5 autonomy. Also whilst not something I use all the time, the ability to park itself - whilst you’re outside the car!!
However also what sets Genesis apart is the standard of after sales service. I have been often described as a very discerning customer, in other words extremely fussy! Genesis always try their best to achieve total satisfaction, both from Genesis UK and now their dealer network.
I’ve used Richmond motor group in Southern England, and the staff truly try to make you feel that you’ve bought into a true premium brand, with a personal service that I doubt exists at the usual German suspects dealerships. I’m guesting with your local BMW/Audi/Mercedes dealer I doubt they have the time to get to know their customers, with After sales perhaps being more of a ‘production line’ operation.
If all you want is a tool to get from A to B, and are not really interested in cars, then service and warranty work are just an inconvenience to be dealt with, but if you want a car with back up that feels something special, then I would honestly suggest looking at a Genesis.
And by the way, no I don’t work for, or get paid by the company!!!
With regards,
Keith Shayle.