Genesis is Changing the business of Luxury Cars
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Genesis is defining the new standard of luxury car sales
Until now, buying a car was an arduous process: hop from dealer to dealer to find the best rate, spend your valuable time, and in the end, deal with the markup. So Genesis asked, why? Why does buying a car have to be such a burden? How does a luxury buyer want to purchase a vehicle? The answer: an omni-channel business model focused on luxe accessibility. With online ordering, boutique showrooms, complimentary maintenance for five years post-purchase, and test drives at your doorstep with Genesis at Home, Genesis is the future of automotive luxury.
E-Commerce for Cars
If you’ve ever wondered why you can’t buy a car online, you’re not alone. The brand team at Genesis wondered that, too. “A US survey by AutoTrader showed only 17 out of 4,002 people surveyed were satisfied with the current car-buying process. Genesis set out to address this by giving customers greater transparency and the ability to interact with us in the way that’s most convenient for them,” says Don Romano, President and CEO of Genesis Motors Canada. “If you’d like to do everything online, from vehicle configuration right through to credit approval and trade-in appraisal, we’re happy to oblige.” In 2016, they began offering Genesis models online. Buyers can customize the car, get a quote, and put a deposit down. No sitting in front of a car salesman and going through the nitty gritty inside a chilly sales office. It was the first e-commerce move from an automaker in Canada, and it was a bold one.
Genesis at Home
What about a test drive before the big purchase? That’s where Genesis at Home comes in. If you’re mulling over the buy, the Genesis at Home concierge service will deliver a vehicle right to your home or office, and you can test drive it in the neighbourhood. But the service goes beyond that: for the first five years after you buy the car, Genesis will pick up your vehicle for complimentary scheduled maintenance, and leave you a courtesy vehicle.
As part of Genesis’s omni-channel brand strategy, the brand has opened up boutique showrooms in places you’d least expect them, like Pearson Airport’s Terminal 1, Square One, and Carrefour Laval. “A larger number of customers across Canada are now learning about the Genesis experience as they come to see the all-new G70, our compact luxury sport sedan,” Romano says. “This is easier than ever with our boutique showrooms, allowing people to come and see the vehicle during the course of their regular shopping trips.”