Five Questions for the President of Hyundai on the New Genesis Brand
It’s not easy for an everyday automaker to get into the luxury vehicle segment unless they’ve got a dedicated luxury brand. To seduce buyers, a brand needs enough prestige to highlight the exclusivity of its models—and that’s hard to pull off if you’re also making models for the average Joe.
Hyundai introduced the Genesis a few years ago, but quickly learned that, to be taken seriously, they’d have to adopt the same strategy as Honda with Acura, Nissan with Infiniti and Toyota with Lexus. And that’s precisely what led to the Korean manufacturer’s recent announcement that it’s coming out with a new luxury brand: Genesis.
When we attended the launch of the new 2017 Elantra, we seized the opportunity to talk to Don Romano, President and CEO of Hyundai Canada. Here are the five questions we asked him about this new luxury division.
CG: When will we learn more about the roll-out of the new Genesis brand?
DR: The brand will come to life this spring, but only with the G80 and G90 models. They’ll be available for sale at select Hyundai dealerships. These dealers will have to meet strict quality standards and be located in markets that are strategic for Hyundai. Later on, we’ll have fully independent Genesis dealerships.
CG: What vehicles will be included in the Genesis line-up?
DR: We’ve already announced the arrival of our flagship model, the G90. It will be joined by the somewhat more compact G80 later this year. There will also be a coupe and a few crossovers in the next few years. By 2020, the Genesis line-up will be made up of six vehicles.
CG: Will you be developing a supercar?
DR: Not for the time being, even though supercars are great for attracting attention. We recently showed off the Vision G concept at a few different shows, and it’s our vision for sporty appeal. Who knows what the future will bring?
CG: Considering that Acura and Infiniti are struggling, what will be your strategy to make the brand successful?
DR: We won’t do what many of our competitors do, which is to slap a luxury label on a regular car. Genesis models will be designed and assembled without borrowing the foundation from Hyundai. Genesis vehicles will be totally unique and have their own personality. An Acura is just a Honda and a Lexus is a Toyota, but a Genesis will be a Genesis.
We’re also moving forward with a unique and ultra-modern purchase experience that uses online tools. Buyers will be able to shop online and we’ll go to them for a consultation and to deliver the vehicle. Dealerships will be service centres that offer much more than the competition currently delivers. We’re looking at developing an all-new business model, similar to what Tesla is doing with their boutiques. We want people to talk about the whole Genesis experience, not just the vehicles.
CG: What’s the biggest challenge ahead of you?
DR: We’ve got a lot to do in just a few months. The announcement has just been made and the vehicles are on their way. There isn’t much time left for us to get ready.