GENESIS
If you haven’t already heard of Genesis, let me introduce you. Much like Lexus is the luxury arm of Toyota, and Infiniti was to Nissan, Genesis is the premium car brand from Hyundai.
Of course, Hyundai isn’t just ‘another’ Korean car manufacturer, no, Hyundai Motor Group is a mighty force to be reckoned with, and if you didn’t know, they also own the majority share of Kia. Not only that, but their all-electric offerings have led the field for quite a while, not to mention their hydrogen tech. The whole Genesis experience is done online, or via Genesis ‘Studios’ and not through traditional dealerships. You’re allocated your own Genesis personal assistant who will take you through the process from test drive to delivery, and on to after-care, too. And if you’re struggling to understand your car after your Genesis personal assistant’s initial handover, you can book another, they’ll come to you. The question is, can brand known for its reasonably priced, well equipped and reliable cars compete with the likes of JLR, BMW, Audi, and Mercedes? On a wet and miserable December day up in North Yorkshire, I was about to find out....
