If you haven’t heard about the newest luxury car brand Genesis, keep your eyes open.
The luxury car startup brand sold 21,000 cars in 2019, more than doubling its 2018 sales despite a flat luxury car market overall. Genesis’ concept car, the Genesis Essentia, became the most buzzworthy critically-acclaimed car of last year’s New York Auto Show. In addition, its G70 compact sport sedan won the 2019 prestigious Motor Trend Car of the Year award against all long-standing luxury contenders.
The former South Korean, Hyundai-linked brand has become a luxury car “disrupter” with its distinctive, individual designs. While many of the traditional luxury components are retained within the cars such as quilted-and-stitched leather seating, its most recent models include an “imposing Crest grille, four-element LED lamps front and rear, and smartly creased bodywork” according to Worth.
Mark Del Rosso, the former head of both Audi and Bentley’s U.S. operations, now leading Genesis Motors America as its new chief executive, stated to Worth: “We’re only a 4-year-old brand, so why not have a little fun?” He added: “We’re not wedded to old ideas and strategies. We want to make luxury fun, approachable and inclusive.”
It seems to be working. The luxury cars, priced from $35,000 to $75,000, are being sold by almost 360 dealers nationwide, double its showrooms in only one year.
Despite its impressive growth, Genesis has its work cut out to win recognition, and business, from traditional luxury buyers. Its current customers tend to be those who aren’t out to one-up the Joneses with a traditional designer label.
“We’re seeing early adopters, leaders and not followers, who recognize aesthetics and craftsmanship,” Del Rosso said to Worth about their current clientele. However, those leaders tend to be the most passionate spokespeople for the cars and brand. Growth is expected to follow.