Genesis, the luxury brand, is banking on its value proposition to navigate through the current cost of living crisis. Despite the economic downturn, the company remains confident that its offering, including features like free servicing, will continue to attract buyers.
Justin Douglass, recently appointed as the head of Genesis Motors Australia, sees the economic challenges as an opportunity for growth rather than a threat. He emphasizes the importance of raising awareness about the brand’s existence to tap into its potential market.
Rather than focusing solely on low prices, Genesis highlights its after-sales package as a crucial aspect of its value-for-money proposition. This package includes five years of complimentary scheduled servicing and a five-year, unlimited-kilometer warranty.
Moreover, Genesis offers convenience services such as valet pick-up for servicing appointments within 70km of major city centers. This customer-centric approach aims to enhance the overall ownership experience.
Despite a slight increase in the entry cost to the Genesis range for 2024, the brand maintains its appeal by bundling options into a comprehensive Luxury Package. This strategy resonates well with buyers, as evidenced by the high uptake of the Luxury Package across various models.
Genesis also observes a preference among buyers for higher-spec engine variants, indicating a demand for premium features and performance. Additionally, the brand is content with the current sales share of electric vehicles (EVs) in its lineup.
With a new leader at the helm, Genesis Motors Australia remains focused on optimizing its existing retail network rather than expanding aggressively. The brand’s retail locations, including flagship studios and showcases, are strategically positioned to cater to potential customers across key regions.
Genesis remains committed to delivering value to its customers amidst economic uncertainties, relying on its robust after-sales package and strategic retail presence to drive growth in the luxury automotive market.
