'Genesis’s aim is to lure Jaguar Land Rover customers'
More of a target is Jaguar. It must have been music to the ears of Genesis executives last week when they heard incoming JLR CEO Thierry Bollore say that he is effectively killing off the electric XJ, as well as placing question marks over the future of other Jag saloons. The Koreans are big on – and committed to – luxury saloons, and will very happily step in.
Back in 2013 before the firm had a proper car to sell, I visited the Genesis World HQ in the achingly trendy, scarily expensive Gangnam district of Seoul. There, the ambitious top brass were so new to the game they were as keen to hear from me as I was from them how they could possibly come from nowhere to take on and beat the likes of Jag, BMW and Lexus. In that same year I wrote in Auto Express about “establishing Genesis as an upmarket sub-brand, which could sell cars from classy, standalone showrooms†here in Blighty. And my understanding eight years later is that such a dedicated network is now only months away. Just as Lexus outlets are separate from Toyota showrooms, newer and more prestigious Genesis dealerships will be distanced from Hyundai or Kia premises.
Not that Genesis customers (or “connoisseurs†as the company often calls them) will be people who want to return to the workshop often. Thanks to a complimentary service valet and remote diagnostic checks, “you may never set foot in our service centres†is the tempting offer in other parts of the world. Let’s hope buyers here are offered the same.
https://www.autoexpress.co.uk/opinion/354385/genesiss-aim-lure-jaguar-land-rover-customers
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