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“Genesis is strengthening the bespoke program, which has been mainly implemented by high-end car brands like Rolls-Royce and Bentley."
According to the latest reports from South Korea, Hyundai Motor Group’s Genesis luxury brand has established a dedicated organization for bespoke vehicles. The new organization will be in charge of establishing the bespoke strategy following what other luxury brands already have done.
At first, the new dedicated organization will focus on create and release various special edition models through the new bespoke strategy. Currently, other premium brands like Mercedes-Benz or BMW have released various special edition models during the live-cycle of the vehicles. This strategy intend to take consumer interest back in the model by producing a special limited edition model that differentiates the design, interior finish or event engine power, before the introduction of the next-gen model.
So now the South Korean luxury brand also plans to introduce a personal owner model for a small number of VIP customer. A part of the plan is to enhance brand’s premium car image by developing bullet-proof vehicles to be used for ceremonial purposes or even custom vehicles that reflect the tastes and needs of individual customers.
Genesis has been experimenting with various bespoke strategies before the official launch of the brand in 2015. For example with the 1,200 unit limited edition model ‘Genesis Prada’ in collaboration with the Italian luxury brand Prada in 2011. In 2013, the Genesis Hermes was also introduced in the form of a show car.
After the brand was officialy launched as a separated brand back in 2015, Genesis launched another special edition model based on the Genesis flagship sedan G90 during July 2020. The 50 units limited edition G90 Stardust set a record of being sold out in just one day. Using the success of Stardust as a stepping stone, Genesis now plans to expand the launch of special edition models in the future.
Recently, the brand introduced ‘Your Genesis’, which shows its bespoke sales strategy, with the recent launch of its sports utility vehicle (SUV) GV80. This program is a new ordering system that allows customers to combine only the specifications they want. For example, you can choose a GV80 with up to 104,000 combinations. From powertrain, transmission to seat arrangement, interior and exterior colors or other options to your liking. Your Genesis is set to arrive into global markets such as US, China and Europe to expand consumer choice.
In the u.s. genesis first needs to improve their dealer experience or preferably sell direct.
That is very true. This is exciting news but the dealer experience could be better. My local Genesis dealership is a tiny building crammed next to another tiny dealership, which is next to the big, fancy BMW dealership.
I assume this is only for the Korean market, where they have far more customization options already rather than the take-it-or-leave-it packaging we have in the U.S.
You mean direct like selling with no franchise? You might have a great point
i personally think that's the way to go. Some car dealers may have great service departments (but many don't) but i'd bet 90+% of the public LOATHES the sales departments and their tricks, games, smooth talk, lies, you name it. I would rather pay MORE for a car than deal with a car sales department. I can only recall having had ONE good sales experience where i was not told lies. In every other case (including my current 2 vehicles) it was the same old b.s. to start with at least, until at some point they realize i'm not falling for it (although in a couple of cases when i was less aware i did fall for it) and relent to numbers i will accept that are at least calculable and not flat out garbage. Even after a 'deal' is done there's the F&I shakedown and dozens of b.s. forms.
On this front, tesla is 100% right.
/rant
Last edited by bitkahuna; Jun 26, 2021 at 09:14 AM.
GMC's-Saturn experience.
Would be nice to have a kiosk or similar online configurator. Click through the choices, arrange payment details then click <done>.
i personally think that's the way to go. Some car dealers may have great service departments (but many don't) but i'd bet 90+% of the public LOATHES the sales departments and their tricks, games, smooth talk, lies, you name it. I would rather pay MORE for a car than deal with a car sales department. I can only recall having had ONE good sales experience where i was not told lies. In every other case (including my current 2 vehicles) it was the same old b.s. to start with at least, until at some point they realize i'm not falling for it (although in a couple of cases when i was less aware i did fall for it) and relent to numbers i will accept that are at least calculable and not flat out garbage. Even after a 'deal' is done there's the F&I shakedown and dozens of b.s. forms.
On this front, tesla is 100% right.
/rant
I think in Canada and some other smaller countries, Genesis is sold direct from the manufacture out of kiosks. No dealers. I think Genesis could make this work as they are a up next coming brand
The reports I've seen say that Genesis dealers in the US are really annoyed with the company. They've been jerked around through repeated changes of strategy and forced to make investments based on decisions the home office in Korea didn't stick wtih. Yank the rug out from under them entirely now and I'd fully expect them to sue, and probably win.
For all its strengths, Hyundai has always lacked consistency or the ability to delegate in its handling of the US market generally. Any executive who accepts a high post in the US for them has to know he's being hired to be fired by the Korean bosses, who always think they know better.
Genesis Will Create Its Own Bespoke Department
