Hyundai’s Luxury branch officially launched in Canada on Monday and Genesis Motors Canada is aiming to provide customers with a distinctive purchasing experience.
There will of course by physical stores, around 30 dealerships will be opened within the next five year. But at launch there will be no brick and mortar Genesis dealerships, just pop-up shops in shopping malls. Instead, buyers can build their dream vehicle, choose from a list of options like extended warranties, fill financing documents, and make a deposit all through the Genesis Canada website.
Essentially, you can buy a new G70 (once it’s released) from the comforts of your home and have it delivered to your doorstep via a concierge service. Not only will Genesis deliver a customer’s vehicle, they’ll even pick it up for scheduled maintenance, leave you with a replacement car, and then drop it off again.
Additionally, the prices customers see will include destination and delivery fees, complimentary maintenance services, and 5-year/100,000km navigation software updates. Thus taking the guesswork out of a vehicle’s final pricing.
Michael Ricciuto, brand director of Genesis Canada, said Hyundai’s “learning experience from introducing the [Hyundai] Equus was that you can’t sell luxury products in a mainstream dealer. Luxury customers are more interested in features, not payments.” Maybe their innovative sales system will endear them to the Canadian market.