With four showrooms open to customers, 11 under construction and six in the permitting phase, Genesis Motors Canada is quickly transforming itself from an online-only luxury-vehicle shop into a brand with a firm footing in both the real and digital worlds.
Genesis is moving “lightning fast” on its brick-and-mortar transition but not giving up on the key differentiators that have taken it from launch to thousands of annual vehicle sales in less than six years, said Eric Marshall, who took over as director of the company’s Canadian operations Sept. 1.
The early customer feedback has been very positive, Marshall said. Sales at the two locations open long enough to report meaningful results have been “taking off,” he said. In the first nine months of 2022, Genesis sold 4,410 vehicles in Canada, compared with 3,288 in the first nine months of 2021. For all of 2021, it sold 4,569 vehicles, up from 1,462 in 2020, according to the Automotive News Research & Data Center.As Marshall takes the reins at Genesis Motors Canada from former Executive Director Lawrence Hamilton — who assumed control over the brand’s European operations Sept. 1 — he plans to hold steady on corporate strategy.
While the physical locations are a shift from the brand’s original vision, Genesis’ use of the agency model — with corporately owned inventory, distributor partners as opposed to dealers, and no-haggle pricing — remains unchanged. The approach is clearly resonating with longtime luxury buyers, Hijazi said, pointing to the types of vehicles new buyers are trading in.
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