It’s all about the Genesis Difference

Genesis is a car manufacturer you’d probably never heard of two years ago, but in a short space of time the luxury arm of the Hyundai Motor Group has launched five models in the UK and is at the start of a bold transition to an electric-only future.

It competes in a space dominated by heavyweights such as Audi, BMW and Mercedes, but aims to disrupt the traditional ways of doing business with a digital sales model and a higher level of customer service.

There are no Genesis dealers; instead, the brand handles its vehicle logistics in-house and to ensure customers get a VIP-style experience, each one is assigned a Genesis Personal Assistant (GPA). The GPA remains the customer’s first point of contact all the way from their initial enquiry, through to ordering and then aftersales. It’s like having a concierge for your car.

And don’t think that fleet customers miss out, either. Genesis is very clear that all its customers will get exactly the same treatment, so company car drivers can enjoy the same benefits as retail buyers.

The Genesis Difference extends beyond the immediate customer service, however. Also included with every car is a five-year care package that includes delivery, servicing, breakdown and recovery, connected services and warranty.

Making it all work in harmony with the leasing industry has been tasked to Jonny Miller (left). The former Volvo national contract hire and leasing manager joined Genesis after a stint at Polestar.

Miller says: “The Genesis Difference is unique. The five-year free, complimentary scheduled servicing is something that you have to explain in person to the contract hire and leasing industry, as well as the end user, to make them understand that this isn’t an add-on. This isn’t something we would like to sell you. This is something that’s included in the current price.”