Genesis set on being go-to choice for luxury driving in China

Genesis will work hard to ensure Chinese car buyers feel its sincerity as the global luxury automotive brand revs up efforts to explore its future in the world's largest vehicle market, said its senior executives.

Mike Song, global head of Genesis, called China the fastest-growing and most dynamic automotive market in the world, and at the forefront of the industry's development.

"We have always attached great importance to the China market and will remain focused on further developing our business here," he said.

Genesis officially launched in the Chinese market in 2021. It has since brought its full luxury lineup, as well as established an omnichannel approach based on direct sales, supported by dealers and online sales.

However, due to reasons including the COVID-19 pandemic and fierce market competition, the brand has not yet earned the reputation it has enjoyed in other parts of the world.

Genesis has a presence in 19 markets across the world, including the Middle East, Canada and the United States, enjoying wide acclaim for its performance, quality, innovation and design.

Established in 2015, the brand's global cumulative deliveries reached 1 million by the end of September.

"Before our arrival, we knew that it would take more time and effort to make it in China than in other markets," said Song on Friday.

"But we are convinced that we are competitive in design and technology. In our future developments in China, we would like to communicate with consumers genuinely and offer them more of our outstanding products and experiences."

Song said China is the most dynamic market and local car buyers are showing a growing interest in new brands, which he sees as opportunities for newcomers like Genesis.

Despite being in the market for less than three years, Genesis has introduced a stellar lineup, ranging from the G70, the Electrified G80, the G80, the G90 and G90 Long Wheel Base to the first dedicated EV model, the GV60, the Electrified GV70, the GV70 and the GV80.

To date, the brand has built a network of Genesis Studios and Genesis Showcases in 13 cities across the country.

Wells Lee, CEO of Genesis Motor China, said: "We will continue to spare no effort to bring the best of Genesis to China, enriching customers' choices and providing them with authentic luxury experiences."

He said the Chinese market is known for its fierce competition and Genesis will make more efforts to move closer to customers and learn about their demands.

"In a word, our goal is to build genuine long-lasting relationships with Chinese customers so we can realize long-term development in the country," said Lee.

The new journey for Genesis starts with new, exciting products. At the ongoing Auto Guangzhou, the Genesis X Convertible concept made its China premiere, exemplifying the brand's design philosophy of "Athletic Elegance" and the direction of its products in the era of electrification.

The concept shares its architecture and electric powertrain with the Genesis X concept and X Speedium Coupe concept, and together they complete the X concept trilogy.

The folding hardtop roof, the architecture and the electric powertrain "set the perfect stage to communicate with nature, allowing customers to enjoy the environment in a new way, free from mechanical disturbance", said the brand.

Genesis also unveiled the New Genesis G70 and G70 Shooting Brake at Auto Guangzhou, enriching its product lineup to meet Chinese consumers' diverse needs.

The G70 is the most athletic sports sedan in the Genesis lineup, and its latest version has taken the driving experience to the next level. Also, its sleek and sporty design has been elevated with intricate new details.

The vehicle features an updated front emblem with an imprinted Guilloche pattern and updated driver-centric interior, incorporating even more luxurious details that convey a unique sense of elegance.

A refreshed cockpit interface provides a more immersive driving experience, including a newly designed steering wheel and an upgraded touch-type climate control system that provides instant and intuitive control.

The vehicle is equipped with Genesis's Digital Key 2 Touch, allowing drivers to unlock and start the vehicle before getting in.

The G70 Shooting Brake blends the G70's sporty performance with additional versatility. Its body has a touch of practicality without compromising the G70's sleek profile.

It is equipped with folding rear seats in a 4:2:4 configuration, enabling maximum usability of the rear compartment and multi-purpose utilization of luggage space.

The vehicle has a trunk space of up to 1,535 liters, making it easy to stow cargo of almost any shape and size, with ample room for lifestyle equipment from golf clubs to bicycles and camping gear.

Both the new G70 and G70 Shooting Brake models offer the same state-of-the-art safety and technology features, such as the advanced driver assistance system.

Also, they come standard with a 10-airbag system including front center side airbags, further protecting occupants in the event of a collision.

In addition to their safety technology, Genesis's Infotainment System and Connected Services, advanced air purification system, and wireless phone charging all enhance the vehicles' driving experience.

With its products comes the brand's commitment to providing customers with an innovative, intuitive, and effortlessly convenient experience.

Among other things, the Genesis Partner Concept and Genesis One Price Promise guarantee that every customer has a point of contact who offers one-to-one service under a transparent pricing model.

For electric car owners, Genesis also offers a set of services to eliminate range anxiety with valet and mobile charging, and provides them with an exclusive access to Genesis lifestyle experiences and privileges.