Genesis launches into the UK fleet market with a VIP service promise

Genesis is set to shake up the premium car sector with a unique VIP-style service offering that will be available to fleet customers alongside a line-up of electric cars.

Having launched in the UK in the spring, the Korean brand, which is part of the Hyundai Motor Group, is now establishing its fleet sales process and promises to provide corporate customers with the same luxury service level as retail buyers.

The set-up is being implemented by ex-Volvo national leasing and residual value manager Jonny Miller, who joined the business as head of sales at the start of the year following a stint at Polestar.

Fleet sales have not been the brand’s immediate priority, as its first two models to launch – the G80 saloon and GV80 SUV – were not focused in fleet-friendly segments.

But, by 2025, Genesis plans to only launch fully electric cars and, in 2022, it will introduce two: an electric version of the G80 and the GV60, a mid-size crossover-style vehicle that utilises the same platform as Hyundai’s Ioniq 5.

Miller told Fleet News: “We’re doing things slow and steady to start with. We have the ability to do that, with the backing to do that, to make it make it a success.

“Now, I know, because of my background and where I’ve been and what I’ve done, the corporate market is going to be pivotal, particularly for the EVs.

“So, always in the back of my mind was the thought that we need to be ready for the corporate market.”

In September, Genesis introduced two more cars to the UK. The G70, a BMW 3 Series-sized saloon, and the GV70, an Audi Q5-sized SUV. These are the first models that Miller believes will appeal to user-chooser fleet customers.

Prices start at £33,850 for the G70 and just shy of £40,000 for the GV70. Both are offered with a choice of petrol or diesel engines, but there are no tax-friendly hybrids.

Instead, the brand has a strategy to jump straight from internal combustion engines (ICEs) to fully electric cars.

As a new-to-the-UK brand, Genesis has opted for a digital sales model and will not operate dealerships. Instead, it has launched the Genesis Personal Assistant (GPA) scheme, a personalised service that sees each customer assigned to an agent who will look after them from the first point of contact, through purchase or ordering and then for aftersales.

The GPA will be on hand to answer questions, they’ll deliver demonstrator vehicles for testing and they will hand-over the car at the point of delivery.

Miller said corporate customers can choose whether the GPA interacts with the driver directly or fleet or HR team. All vehicle movements will be handled by a third party, which will use covered trailers to ensure cars always arrive clean and without unnecessary miles on them.

With no showrooms, aftersales will also be outsourced. Unlike Polestar, which uses a similar sales model but makes use of the existing Volvo dealer network for service and repair, Genesis has appointed a repair agent with national coverage.

Vehicles will be collected from the customer and taken for service or repair work; the customer will never see a physical workshop.

Every Genesis car comes with a five-year care plan including home delivery, warranty, servicing, roadside assistance, a like-for-like courtesy car, sat-nav mapping and over-the-air software updates.

It’s part of what Genesis calls the Genesis Difference and sets it apart from other carmakers in the premium segment.

Miller said: “There are complexities to overcome. The data providers are built for SMR and adding in all the elements of a service. We’re trying to tell them to nullify that and present zero for a fixed maintenance budget. It breaks their systems. So again, we’re working with the industry with our model to see how this is going to work. We want to give the customer the best experience. Our partners and supply chain are going to have to adapt their processes as well.”