Genesis almost sold as many vehicles as Infiniti in 2021
When Hyundai announced in 2015 that Genesis would become its own luxury brand, many (including me) doubted the success of this adventure. How would a South Korean brand go about surpassing German luxury brands knowing that the Japanese have been trying to do so, unsuccessfully, for nearly 30 years? Against all odds, and just six years after splitting from Hyundai, Genesis is already selling more vehicles than some luxury brands.
When we combine the total sales of Genesis in Canada (4,569 units) and in the United States (49,621 units) for the year 2021, we can see how far the young manufacturer has come in such a short time. Indeed, Genesis is already beginning to disrupt the established order.
Sad for some
Although it does not yet come close to the tenors of the category, namely the German brands and the Japanese Acura and Lexus, Genesis records sales figures almost equal to Infiniti (64,391 units sold in Canada and the United States). United). It’s important to note that Infiniti has been in the luxury vehicle market since 1989 and has a range of four SUVs, unlike Genesis, which only offers two.
The Genesis numbers reveal another grim reality for another iconic luxury automaker: Jaguar. Despite the presence of a frankly successful electric model – the I-PACE – and an SUV full of fine qualities – the F-PACE – the charming manufacturer of British origin sold only 19,178 vehicles in Canada and in the United States in 2021. The situation is just as catastrophic for Alfa Romeo (19,169 units), another manufacturer which has been marketing high-end vehicles for ages.
But what is the secret?
How did Genesis seduce consumers of luxury vehicles? It all starts with a range of products focused on the needs of today’s luxury vehicle buyers, but also with an innovative and enticing online and all-inclusive business model. This way of operating attracts consumers who are tired of paying sky-high costs for sets of accessories and comes at a time when everything is now done virtually due to a pandemic.
“Our customers come into our shop mostly driving an Audi, a BMW and a Mercedes! They want a different product, but just as high quality as what they have been used to driving for several years. They love the fact that they can buy and configure online, the valet service, maintenance included during the warranty period and that the vehicle can be delivered directly to their home” – explained Pierre-Marc Jauron, specialist in products in a Genesis store in Quebec.
But Genesis still has quite a challenge ahead of it: to truly dethrone the German luxury brands that continue to dominate the segment. While it’s true that the South Korean automaker’s models have charmed us with their dynamic prowess, technology and value for money, Genesis has yet to prove itself when it comes to reliability, fame and, above all, value. of resale. Only time will tell if the manufacturer is able to deliver the goods in this regard.
