Genesis taps Eric Marshall as new Canadian boss as Lawrence Hamilton heads to Europe

Genesis Motors is shuffling its executive ranks in Canada and Europe, promoting National Sales Manager Eric Marshall to lead the luxury brand in Canada as Lawrence Hamilton departs to take over as managing director of the luxury brand’s fledgling European operations.

Beginning Sept. 1, Marshall, will oversee all operations at Genesis Motor Canada in his new role as director.

Born and raised in Montreal, Marshall, 46, has been with Genesis since it launched in Canada in 2016, starting as a senior sales manager, before being promoted to lead national sales. The company said Marshall is among the “architects” of the brand’s development in Canada, helping establish its “unique” agency model and create agreements with its distributor network. He joined Genesis’ parent firm Hyundai in 2015 following nearly seven years with General Motors Canada.

Marshall said he is humbled and “beyond excited” to take on the new role.

“We are determined to carry on the strong momentum the brand has experienced during its short lifespan and look forward to continued success with our network of distributors who are committed to delivering exceptional experiences.”

At Genesis Motor Europe, Hamilton replaces Dominique Boesch, who is leaving “to pursue a new business opportunity,” according to the company. Boesch helmed the brand for nearly two years, clearing the way for and overseeing its launch in Germany, Switzerland and the United Kingdom over the past 14 months.

Hamilton took over as executive director of Genesis Motors Canada in May 2021 after spending six years leading Hyundai Auto Canada’s marketing division.

His tenure has seen the upstart brand carve out a growing share of luxury sales. Genesis sold 4,569 vehicles in Canada last year, up from 1,462 in 2020 and 1,525 in 2019, according to the Automotive News Research & Data Center. It has sold 2,725 vehicles through the first half of 2022.

Entirely reliant on online sales for the first few years following its 2016 launch in Canada, Genesis has also begun building out brick-and-mortar locations under Hamilton. The company’s 30 distributors across Canada are at various stages of building showrooms. Four Genesis Retail Experience facilities are already open, eight are under construction, and another six ground breakings are planned.