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Genesis brings distinctive brand of luxury motoring to CIIE
Last Updated: 2020-11-05 10:17 | China Daily
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Luxury automotive brand Genesis, which is attending the third China International Import Expo, has announced its plan to enter China in 2021, aiming to offer Chinese customers a chance to experience a distinctive new type of luxury.

Based in South Korea, Genesis was launched as an independent brand in 2015 as a new player to challenge the status quo of the luxury vehicle market.

"We want to offer our customers a new luxury experience, which is different from others," said Markus Henne, CEO of Genesis Motor China.

Despite its short history, it is one of the highest-ranked brands in markets like the United States by third-party industry experts including Consumer Reports, J.D. Power and AutoPacific.

It ranked No 1 in the 2020 J.D. Power vehicle dependability study. Genesis was the No 1 premium brand in the industry in J.D. Power's 2020 Initial Quality Study, taking home the accolade for the fourth consecutive year.

Besides the US, it has operations in Canada, Australia, Russia and the Middle East.

Henne said the brand is fully dedicated to developing its presence in China and establishing a new vision in the country's premium automotive segment.

"Nowadays, Chinese customers are very demanding and even more sophisticated than any other luxury customers in the world. They know brands, products and service very well, and even require a higher level of individual services. And the young generation is now a key customer group for automotive brands. They are willing to embrace new brands and determined to find the brand that fits their lifestyles well," Henne said.

"We've seen opportunity here, and Genesis has a very competitive product lineup already, featuring distinctive design and high quality."

Henne, a former senior executive at Mercedes-Benz who joined Genesis in late 2019, said Genesis will open its first showrooms in Shanghai, and upcoming models will include both sedans and SUVs.

China has been the world's largest car market since 2009 and one of the largest markets for premium vehicles.

Statistics from the China Passenger Car Association show that the overall passenger vehicle market totaled 12.93 million in the first nine months of the year despite the coronavirus pandemic.

Sales of premium vehicles have been growing year-on-year for six months in a row.

Industry insiders said Henne is expected to bring the Genesis brand to a new high in China with his decades-long experience in the premium automotive industry.

This year marks the second time that Genesis has participated in the China International Import Expo, where the brand is showcasing three models that demonstrate its signature athletic elegance and innovative spirit.

"The Chinese market is extremely important to Genesis, and we are pleased to participate in the CIIE," said Jaehoon (Jay) Chang, global head of the Genesis brand.

"As the first dedicated import exhibition in the world, The CIIE has provided a new channel for us to introduce Genesis to the Chinese market as well as explore opportunities in China."

Genesis is showcasing the G80 sedan, GV80 SUV and the G90 Special Edition Stardust for the first time in China.

Both the G80 and the GV 80 are heavyweight models available in overseas markets including the US.

Together with the G90 Special Edition Stardust, they are expected to present viewers with a vision into the alternative possibilities of automotive luxury as well as the exquisite beauty of Genesis' design, said the carmaker.

Genesis' models innovative and progressive design brings authentic value that resonates with the contemporary luxury lifestyle of customers.

The all-new G80 is the centerpiece of the Genesis lineup.

It offers a unique interpretation of the mid-large size luxury sedan with uncompromising style and practicality, rear-wheel drive and smooth, coupe-like roofline.

The iconic look of the G80 begins with the Genesis brand emblem, which inspires its crest grille and two lines of quad lamps up front.

The parabolic line on the side from front to rear flows gently downwards and evokes the elegance of classic cars of the past.

Inside, the modern, elegant interior design represents the perfect balance between personal space and state-of-the-art technology.

The GV80 is the brand's first interpretation of a luxury sport-utility vehicle and represents the innovative spirit of Genesis.

The model's interior and exterior styling results from the application of the brand's "athletic elegance" design identity to the SUV architecture.

The interior of the GV80 focuses on the beauty of white space, characteristic of South Korea's sophisticated architectural philosophy.

The concept of luxury in space defines the openness in the GV80 cabin, which features the G-Matrix pattern as a motif.

The G90 sedan tops the Genesis brand's luxury car line-up, and is highly regarded for its cutting-edge technology, refinement and luxurious appointments.

With the launch of a Special Edition Stardust this year, Genesis demonstrates its endless pursuit of design excellence, and aims to present the ultimate expression of luxury to its customers.

The G90 Stardust takes inspiration from the scene of a night sky full of stars hanging above a red carpet event where celebrities are showered with flashing camera lights.

This image directly inspires the special carbon metal paintwork featuring a sparkling pearl effect.

This contrasts with the lower half of the exterior featuring Vik black paint work.

"With these distinctive luxury offerings, Genesis aims to establish itself as a new luxury brand committed to providing its Chinese customers with inspiring brand and product experiences through innovative and progressive designs," Henne said.

lifusheng@chinadaily.com.cn

 

 

 

(Editor:Fu Bo)

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Genesis brings distinctive brand of luxury motoring to CIIE
Source:China Daily | 2020-11-05 10:17
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