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 original intention of the brand as we launched was to be a digital brand,” Marshall told Automotive News Canada. “Now we’re moving more toward an omnichannel business model.”
Because Genesis already had the digital infrastructure needed for an omnichannel buying experience, it has focused much of the past couple of years on working with its 30 Canadian distributors to build physical showrooms to add an in-store element.