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Genesis is a new car brand from Korea aiming to take Britain by storm

Daily Mail logo Daily Mail 4/05/2021 Ray Massey For
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In the beginning was Genesis.

Not the opening book of the Bible nor the prog-rock band fronted initially by Peter Gabriel and then by drummer Phil Collins as it moved steadily more mainstream into pop.

The new Genesis is the name of a luxury Korean car-maker – and the latest Far Eastern brand to hit UK and European shores gunning for the likes of Audi, BMW, Mercedes-Benz, Jaguar Land Rover and Lexus.

It is promising a no-hassle stress-free ‘we come to you’ sales experience that provides home or office delivery and collection, means no haggling or discounting, and ‘removes the need to visit a dealer ever again’.

The new kid on the block is set to launch two family cars to market in the UK next month, with prices starting from £35,000. 

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Set up five years ago, Genesis is the luxury vehicle division of the South Korea's Hyundai Motor Group which includes both the Hyundai and Kia brands. 

It’s been busy poaching top talent with track records from European luxury car-makers including Audi, Aston Martin, Bentley, Maserati, Mercedes-Benz and Jaguar Land Rover. 

Chief designer is Belgian Luc Donckerwolke who was previously design director at Volkswagen Group's Bentley, Lamborghini, Škoda, and Audi.

Genesis launched officially in the UK and mainland Europe today during an online presentation broadcast from Frankfurt, though it has already shown some of its latest forthcoming cars at the recent Shanghai Motor Show.

European sales start this summer for customers in the UK, Germany and Switzerland.

With all models Genesis aims to be around 10 per cent below those of their nearest rivals.

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First Genesis models arrive in Britain in June costing from £35,000 

Orders for the new luxury G80 saloon and GV80 SUV open in June.

Prices for the G80 saloon in the UK are expected to start at around £35,000 and those for the GV80 SUV (bearing a bit of a resemblance to the Bentley Bentayga) begin at around £50,000.

Engines for the G80 saloon in the UK are expected to be a 2.5 litre 4-cylinder 304 horse-power single turbo petrol and a frugal 2.2 litre 4-cylinder diesel. Both will be linked to an 8-speed automatic gearbox.

Engines for the GV80 SUV are expected to be the same a 2.5 litre 4-cylinder 304 horse-power single turbo petrol but a more powerful diesel – an in-line 3.0 litre 6-cylinder 278hp diesel.

A 3.5 litre 375hp V6 petrol engine is not planned for the UK market for either model.

The new G70 and GV70 models to follow soon afterwards are expected to range from around £30,000 to £45,000 respectively.

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Three electric cars will also arrive within the first year. The first will be an electric version of the G80 which had its world premiere at Auto Shanghai last month, with prices estimated at around £60,000.

A further two battery electric cars – one built on a dedicated electric platform – will also be launched within the first year in Europe as part of the product roll-out.

Separately, there will also be a dedicated vehicle created specifically for its new market designed to Genesis will ‘underline its commitment to Europe’.

The premium luxury Korean brand said it will sell to customers directly - both online and through its boutique retail ‘studio’ showrooms which will be set up initially in London, Munich and Zurich.

Both the G80 and GV80 have been specially tuned for European roads with tens of thousands of miles covered across 15 countries on some of the toughest and most challenging roads, as well as on the Nürburgring circuit.

Distinctive Genesis design elements include the crest grille, double lined LED quad lamps, combined with spaciousness, craftsmanship and the ‘beauty of white space’ concept employed in traditional Korean architecture to express ‘athletic elegance.’

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It won't use suited car salesmen - instead you'll be buying from people recruited from hospitality and retail sector

For consumers and motorists, Genesis promised to prioritise ‘exceptional customer service over sales’, calling this ‘the Genesis difference’.

A spokesman said: ‘With one transparent price walk for all its models and a five-year care plan with no hidden extras, it will sell direct to the public both online and through Genesis Studios in coveted locations. The first Studios will open in London, Munich and Zurich.’

Using a ‘no pressure’ system pioneered and currently used by Swedish electric car firm Polestar, the Korean firm said that the appointment of ‘Genesis Personal Assistants’ will be pivotal to the customer experience.

‘They will manage every aspect of their buying and ownership experience to respect the greatest luxury of all – time,' the new brand explains.

‘This all-new business model will enable Genesis to build authentic relationships with customers and guarantee a stress-free experience that promotes convenience, trust, and transparency.

‘At its heart will be the Genesis Motor Europe promise, that ‘we come to you’, providing home or office delivery and collection to remove the need to visit a ‘dealer’ ever again.'

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Genesis said a much higher proportion of its dedicated personal assistants working in the showroom studios will be female, to better reflect the mix in society.

They are being recruited from service-oriented areas outside of the motor industry including high-end retailers such as Tiffany & Co and the luxury hospitality industries.

Gemma Dixon, who previously worked as a guest relations manager on a luxury cruise line, is based at the Genesis UK flagship store at Westfield in London said: ‘My career has always been people-focussed, whether that is in a sales environment or luxury hospitality.’

‘It taught me that no two days and no two customers are the same.’

She said: ’Our role as Genesis personal assistants is to be available for the customer should they have any concerns, questions or queries, from the moment they step into the Studio right through to the purchasing process and beyond into aftersales.’

She added: ’The best thing about having a Genesis personal assistant is for the customer to have a real life person to speak to. We eliminate the chat box. And we’re here with a very personable, warm and welcoming approach.

‘We want to give customers all of our time so they can give us very little of theirs.’

Genesis said a high proportion of its UK and European sales will be its sporty SUV range, win all-wheel and rear-wheel drive.

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Genesis has developed an online configurator and e-commerce platform plus simplified vehicle specifications and a range of subscription options from launch.

Explaining its ‘stress-free ownership’ model, Genesis said: ‘Genesis Motor Europe has optimised car ownership so customers need never visit a dealer again, with home pick-up and delivery at every step.’

This includes a Five-Year Care Plan ‘with no hidden extras’ but including warranty, servicing, roadside assistance, courtesy car and over-the-air software updates.

Customers will be assigned their Genesis Personal Assistant as a clear point of contact to manage all their needs through the buying and ownership cycle.

The company said: ‘Whether purchasing entirely online or in the Studios, Genesis will offer the same transparent pricing options, with no haggling or discounting - just one price walk for every customer. ‘

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Expect to premium design, lots of tech and more achievable prices 

Dominique Boesch, managing director for Genesis Motor Europe said: 'Genesis is synonymous with distinctive premium design, cutting-edge technology and exceptional quality service, so we are confident it will be very well received.’

Former Audi sales boss Mr Boesch added: ‘Genesis is already well-known for its impeccably high standards in design, technology, safety and reliability. 

'However, it is our mission to offer so much more than just great products. 

'Customers today crave experiences, and the onus is on us as a premium luxury brand to deliver a service which provides both convenience and exceptional hospitality to our customers. That is how we will stand apart.’

Jaehoon Chang, Global head of Genesis brand said: ‘Over the past five years, our customers around the world have come to recognise our commitment to exceptional design, product quality and an authentic and mindful brand experience throughout the entire ownership journey.

‘We believe now is the right time for the next chapter in our brand history. We are excited to bring our brand identity and distinct luxury vehicles to Europe.’

With impeccable timing, rock-band Genesis – whose greatest hits include ‘I know what I like', 'Follow Me, Follow You’ and ‘I Can’t Dance’ - are about to embark on a reunion tour, including their first to the USA in 14 years. 

Given that sibling brand Kia snapped up Robert DeNiro to help promote their e-Niro and Niro range, I wonder how long before Genesis Motors also makes the link and gets them on board?

However, one key member of rock band Genesis is Mike Rutherford, who went on to found another supergroup, the name of which the Korean car firm will surely hope won’t apply to their new car: Mike and the Mechanics.

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