Genesis, the South-Korean luxury automotive brand, signified its entry into the market with a drone show, titled the “Genesis of Genesis”, over the Bund waterfront. At the launch, Genesis showcased its brand identity and their ‘Athletic Elegance’ design philosophy. The latter of which was demonstrated through an unveiling of the G80 and the GV80 – the brand’s first SUV.

In delivering a unique customer experience for the region, Genesis plans to launch a new business model tailored to it. The model aims to design and develop authentic relationships with Chinese customers – delivering stress-free experiences based on providing convenience, trust, and transparency.

One way Genesis plans to realize its new model is through an omnichannel approach based on direct sales with support from online sales and trusted agents. Another is the introduction of the Genesis Partner Concept, a one-to-one sales experience that pairs any consumer interested in the brand with a dedicated companion. When consumers make the purchase decision, a transparent pricing model under Genesis’ One Price Promise will be implemented to ensure the price of the vehicle is consistent across all sales channels.

To promote its brand identity to new consumers, Genesis will host region-exclusive brand experiences. The first is to be held in collaboration with Shanghai Fashion Week, and will offer an exploration of luxury style. The second comes in the form of Genesis Studios – an immersive, comprehensive, experience set to launch soon in downtown Shanghai. It will offer a luxury lifestyle oasis where consumers can experience the cars, culture, and hospitality of the Genesis brand.