40 Genesis Exhibition Cars at a Glance... Everything About Genesis

Genesis Suji Opens... The Largest Exhibition Hub in Korea

'Genesis Suzy' Interior 1st Floor View

[Asia Economy Reporter Kiho Sung] Genesis is stepping on the accelerator to establish itself as a global premium brand. By opening 'Genesis Suji,' its largest brand hub, it is intensifying domestic marketing efforts while planning to complete its lineup by the end of this year to compete head-to-head with premium brands in major overseas markets such as the United States, Canada, and Europe.

Hyundai Motor Company announced on the 29th that it will open Genesis Suji in Yongin, Gyeonggi Province, where customers can consult on purchasing Genesis vehicles and directly view and test drive various models of all vehicle types. This is Genesis's second standalone exclusive showroom following 'Genesis Gangnam,' which opened in 2018. With a total floor area of 4,991㎡ (approximately 1,510 pyeong) across four above-ground floors, it is expected to become the largest Genesis vehicle exhibition hub in Korea, displaying a total of 40 vehicles. The transparent wall-mounted vehicle display called the 'Car Tower,' spanning from the first to the third floor indoors, exhibits 16 Genesis vehicles, creating a space akin to an installation art piece.

At 'Genesis Suji,' the brand's first-ever 'Vehicle Delivery Ceremony' will be introduced. This ceremony is a customized service for customers purchasing the Genesis flagship sedan G90, where a dedicated curator conducts the vehicle unveiling, membership service guidance and enrollment, and explanations of key vehicle features.

'Genesis Suzy' exterior view. Photo by Kyungmo Choi

Customers in India can check the condition of their vehicles through cameras attached to two robotic arms and also visually inspect them directly. A Genesis representative explained, "If customers wish to receive their G90 at 'Genesis Suji,' limousine service is provided for distances up to one hour away."

At 'Genesis Suji,' customers can proceed from viewing vehicles to consultation and contract signing. A Genesis representative stated, "'Genesis Suji' was designed to convey the dignity and value of Genesis to customers through the brand's first 'Vehicle Delivery Ceremony' and dedicated curator customer service," adding, "We hope many people will experience the special and diverse Genesis products here and feel the Genesis brand."

The reason Hyundai Motor Company is putting in such effort is that Genesis helped offset profit deterioration by defending against the global demand decline caused by the COVID-19 pandemic. In the second quarter, Genesis's share of Hyundai's sales by model reached a record high of 5.4% globally and 16.2% domestically. This represents nearly double the growth compared to the same period last year, which recorded 2.4% globally and 8.3% domestically.

The Genesis vehicle displayed in the wall-mounted storage-type car exhibition hall 'Car Tower' installed indoors, known as the 'Genesis Suzy'

Especially domestically, 48,886 units were sold in the first half of this year, marking a 51.5% increase compared to the same period last year. In the past month, 13,315 units were sold, showing a sharp rise of 202.5% compared to the same month last year. As of the end of June, about 40,000 domestic orders are backlogged, so it is expected that the annual sales will exceed 100,000 units for the first time this year.

Genesis has reaped significant benefits this year by launching two new models, the GV80 and G80. Especially in the second half of this year, the facelifted G70 is scheduled for release, and the new G90 is planned for the first half of next year. Additionally, the brand's first sports utility vehicle (SUV), the GV80's younger sibling, the GV70, is awaiting release by the end of this year. The GV70 is a mid-to-large SUV and is expected to be priced slightly lower than the large SUV GV80.

With the launch of the GV70, Genesis will complete its brand lineup. Through three sedans and two SUVs, it will be able to initiate diverse marketing efforts that transcend vehicle types, classes, and generations. Hyundai Motor Company plans to engage in full-scale competition with premium imported car manufacturers such as Mercedes-Benz and BMW, whose recent growth has been formidable, through new Genesis models and marketing.