The Genesis of Luxury
By Ryan Yuh
What does luxury mean? Sure, by any standard classification, it translates to beautiful craftsmanship and uncompromising quality. But even further than that, the true definition of the matter as it pertains to our day and age lies in time and convenience. After all, in an era where everyone is so darn busy with barely a moment to think, anything that can save us precious time is something to be coveted.
To say that shopping habits have changed over the last five to ten years would be an understatement. Armed with the power of social media and an unlimited trove of information online, it’s fair to say that shoppers are more educated and fickle than ever. Understanding this, newcomers to the neighborhood, Genesis, have broken into the market with a fresh take on the auto experience.
Launched in November 2016, the South Korean luxury car brand prides itself on not only a beautiful product, but a seamless experience solely focused around the consumer. It’s no secret that the car-purchasing experience is one that could use a few upgrades. In fact, does anyone really enjoy the process at all? Understanding the value of time and convenience, Genesis offers a comprehensive online purchasing platform that delivers each car straight to your door. As well, their “Genesis at Home” concierge service saves you all the hassle by offering pick-up and delivery for vehicle maintenance and repairs. Of particular interest is their all-inclusive pricing, which covers many of the hidden or add-on costs that often come with traditional dealerships, ultimately meaning that consumers can avoid comparing specs for each car and, you guessed it, save time. Additionally, their “Genesis at Home” service, along with complementary scheduled tune-ups, satellite radio, navigation map updates and more are part of their five year program of stress free ownership.
As with any luxury brand, performance and design are of the utmost importance. And with an executive team comprised of talent hailing from Lamborghini, Bentley and BMW’s M-division, their dedication to these elements are evident. With a bespoke all-wheel drive platform, premium interior materials, elegant design and high performance safety systems, each car offers an incredibly smooth ride, as validated by tests on Germany’s famous Nürburgring race track.
So, consider this. The next time you’re in the market for a new ride, how far will each company go to provide the ultimate luxury experience? Time is money, after all.
Photos courtesy of Genesis Canada