Luxury, Performance and Golf: Genesis Motors is on a Roll

We recently caught up with Eric Marshall, Director of Genesis Motors Canada, at the PGA’s Presidents Cup held at the Royal Montreal Golf Club in Île Bizard, Montreal.

Obviously, we discussed many topics, such as the company’s involvement with golf, but also how the young luxury brand is doing after almost ten years on the market. Here is what he had to say.

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TCG: Genesis is almost 10 years old. The luxury brand has been doing things differently since it began selling cars a decade ago. How is Genesis doing in 2024-25 and what lessons do you learn from this first chapter for the brand?

EM: The Genesis brand was launched nearly 10 years ago in Korea and arrived in Canada a year afterwards. The Genesis brand continues to achieve top guest satisfaction scores in Canada for both acquisition and ownership. As sales continue to grow and surpass targets, we have a growing number of owners who are enthusiastic about our vehicles and unique business model that provides transparency and respects their time. They have become our best ambassadors, sharing stories of converting friends, neighbours and family members to the brand.

Complementing our Genesis at Home services with the growing number of Genesis Retail Experience facilities across the country, we offer guests the ability to transact online, at home, or in person at a welcoming, modern facility. This omni-channel approach offers guests flexibility through any aspect of the test drive, acquisition or ownership experience based on what best suits their preference. We will continue to invest in the development of team members and new processes that enhance the guest experience.

TCG: Is the Genesis model still working, or do you see an evolution in the way the brand works with its customers in the near future?

EM: The Genesis business model is thriving in Canada. We continue to develop training programs for our dedicated and knowledgeable front line team members to incorporate thoughtful, repeatable practices. Genesis Motors Canada is the first and only automotive manufacturer to be in partnership with Forbes Travel Guide. Adapting lessons from the global experts in luxury hospitality, our team can provide a level of service that aligns with the top-rated restaurants and hotels our guests are accustomed to experiencing.

The Brand Cube features a Colours, Materials and Finishes (CMF) display with a QR code guests can scan to discover the origin of colour names as well as how they will present on the vehicle. Processes have been incorporated from how a jeweller or butler would handle and present delicate items. Bang & Olufsen speakers are being added to the Cube so that guests can experience the high quality of our vehicle’s sound systems, joining the likes of brands like Lamborghini and Bentley.

Adding to the long list of benefits, such as a comprehensive five-year warranty and scheduled maintenance, the GV80 Coupe was recently launched with a landmark Seasonal Care Offer that includes Michelin X-Ice winter tires and Genesis rims, as well as installation, storage and valet for five years—providing a true effortless ownership experience.  

TCG: We’ve all seen that EV interest has slowed down in the past few months, and your Global Head of Genesis, Mike Song, revealed earlier this year that Genesis was going to offer its first hybrid vehicles “as soon as possible.” Does this mean we will have to wait a bit longer to see the next generation of EVs from Genesis, or do you envision a multi-pronged approach?

EM: We currently have three dedicated EVs – GV60, Electrified G80 and Electrified GV70, all of which will be receiving enhancements for the coming model year (2026). Genesis continues to be committed to pursuing our plans of being a leader in the era of electrification, but we remain flexible based on market conditions and consumer demand. We plan to release hybrid models on our journey towards electrification. Further details regarding upcoming hybrid powertrains from Genesis will be announced at a later date.

TCG: The Hyundai Group already has its N division, and now, Genesis is planning a whole new level of performance with the Magma lineup. How important is it for Genesis to be part of this performance-oriented segment? In other words, is it a requisite for a luxury car brand to venture into this niche category?

EM: At only eight years old, Genesis is still a very young brand. Launching with two sedans, our lineup grew to include SUVs followed by dedicated EVs. With each product enhancement and new model, our designers strive to create vehicles that evoke an emotional response. Our next chapter will build on this momentum by adding Magma models to the portfolio.

Recently making the announcement that Genesis will enter the world of endurance racing, this will provide a great deal of valuable data as we field test these prototypes in gruelling, real-world conditions.

TCG: What is Genesis doing to attract a younger audience in 2024-25?

EM: We believe that by adding such vehicles as the G70 sport sedan and GV80 Coupe to our lineup, our brand will naturally begin to attract the attention of a demographic that appreciates athletic elegance and refined driving dynamics.

Our return to auto shows following the pandemic has allowed us to display our vehicle lineup and share our unique business model with Canadians across the country. Rather than targeting a particular age bracket, we cater our messaging and marketing activities to reach those with an appreciation for quality, design, innovation and safety, as well as entrepreneurial, high-performing individuals who put a high level of value on their time.

We will continue to showcase the benefits of the brand promise through our marketing, media relations and social media channels, as well as our existing partnership with Air Canada which targets busy business travellers. Our sponsorships and activations in the world of golf are increasingly attracting a younger audience who appreciate the pursuit of excellence.

TCG: In 2021, Tiger Woods made headlines because he crashed and rolled over in a Genesis GV80. Has this been profitable for Genesis, the fact that the star of the PGA walked away from the accident unharmed? Did you see a peak in consumer interest towards the brand after the accident?

EM: Genesis cares very deeply about safety and works diligently to incorporate passive and active technology into our vehicles in order to prevent and mitigate the severity of a collision. Many people discovered the brand and learned about the GV80 through coverage of his unfortunate accident.

TCG: It there a connection between this infamous accident and the brand’s interest in golf?

EM: Our investment in golf first began in 2015 with the launch of the Genesis brand. Genesis and golf’s alignment comes together by championing respect and integrity, with an unrelenting  pursuit of innovation and excellence. 

TCG: Where do you see Genesis in five years?

EM: Our growing lineup of concepts provide a glimpse into the exciting technology and vehicles that await. The GV60 Magma demonstrates how we will push the envelope of invigorating performance while providing a deeper connection with the driver, while the Neolun hints at an even higher echelon of luxury through the use of bespoke materials and innovative new technologies such as Ondol in-floor heating inspired by traditional Korean homes.

The Crystal Sphere unveiled in the X-Speedium Concept making its way into the GV60 and the speed with which the GV80 Coupe transitioned from dream to reality offer insight into what the next five years will hold. We plan to further refine our product portfolio based on market demands and innovate not only the intuitive technology and safety features included in our vehicles, but also consistently improving the guest experience.