CORRECTION: A version of this article that ran in the February print edition of Automotive News Canada overstated the number of Genesis Customer Experience Centres that have been built. In fact, construction of the 30 CECs will begin this year.
Although its virtual-sales strategy is considered a success, the luxury offshoot of Hyundai will create Genesis Customer Experience Centres at 30 locations that have been used for vehicle deliveries.
These centres are next to Hyundai dealerships or in some cases standalone, said Richard Trevisan, brand director for Genesis Motors Canada.
These are not sales outlets, he said, but places where buyers can see Genesis vehicles and learn more about the brand. The first of the 30 centres are set to begin construction this year.
Genesis has been selling vehicles entirely online through the Genesis at Home concierge process since entering the Canadian market in 2016.
Research for Genesis also found that 60 per cent of buyers want more online resources, prompting the company to design a customer-focused tool that would enable a touchless buying experience, Trevisan said.
With it, customers can buy a vehicle whenever they want.
“We are never shut,” Trevisan said. “You can buy a Genesis at 2 o’clock in the morning on a Sunday.”
The online process also allows buyers to avoid the downsides of the dealership experience.
“When you walk into a dealership, you lose control of the process,” Trevisan said. “When you’re online, you can do everything in a comfortable environment. There’s no pressure. It’s giving control back to the consumer.”
To build the online tool, Genesis Canada worked with Motoinsight, a Toronto-based developer of auto-retail software, Trevisan said.
Genesis vehicles ordered online are delivered to one of the 30 Hyundai dealerships that are designated distribution centres across Canada.
Genesis sold 1,462 vehicles in 2020, down four per cent from 1,525 in 2019. But Trevisan said the company did well against the overall luxury segment, which fell 25 per cent last year compared with 2019, according to the Automotive News Research and Data Center.