Feature: The Genesis Experience
Son-Nim – “Honored Guest”
Corporations are well-known for saying how much they care about and value their customers. Not all succeed as talk is cheap, actions are tough, and many don’t do so well following through.
In Korean, Son-Nim translates to “Honored Guest,” which is how every Genesis employee is expected to treat every customer. Whether it’s an employee from the parent company or at a dealership, Genesis is basing its brand reputation and success on its customers receiving the highest level of satisfaction. Best to take them seriously.
The Genesis of Genesis
Eight years is a very short time in the automotive world. In this time Genesis went from being a model in the Hyundai line-up to becoming a car company on its own. As the luxury division of the Hyundai Group (Genesis, Hyundai and Kia) it has gone from two models in 2015 to eight in 2023. The current line-up, a combination of gasoline-powered and battery electric sedans and SUVs, will be all-electric in 2030. The Hyundai Motor Group has made a $10 billion investment to build and sell electric vehicles in North America; the first is the 2023 Electrified GV70 built at the new manufacturing facility in Montgomery, Alabama.
An Electrified Future
Genesis recently invited automotive journalists to experience Son-Nim in multiple ways. It began with a helicopter ride to the Equinox Hotel in the Hudson Yard district of New York City, in my case, it was a short hop from JFK for what was my first taste of being an Honored Guest. Next up was an amazing evening of hospitality at the Genesis House, which is a showplace for Genesis vehicles and a Michelin rated restaurant serving authentic Korean cuisine. Genesis considers visiting Genesis House to be an “oasis in the city” and a place to “nurture” and “relax” from the hectic activity of Manhattan.
The pampering continued the following day by experiencing three 2024 Genesis electric models, the Electrified GV70, GV60 EV and the Electrified G80. {Ed. note: “Electrified” is Genesis current nomenclature for its EV. It’s confusing because the same terminology is used by other car company’s to describe hybrid vehicles with no plug-in capability.] The premium touches of each includes comfortable quilted, heated and ventilated Nappa leather seats, an ergonomic driver’s seat, a superb Bang & Olufsen or Harmon audio system, robust advanced driver assistance systems (ADAS) and an electronically controlled suspension, with front-facing cameras reading road conditions. It automatically controls the damping force of the suspension to provide for a smooth ride.
The performance, ride comfort and handling of all Genesis EVs are among the best in the segment, with the GV60 being the most performance-oriented and exciting to drive.
The Dealer Son-Nim Experience
Our silent, all-electric drive departed New York City and took us over the Verrazzano-Narrows Bridge onto Staten Island and then on to New Jersey. We then headed into Pennsylvania, taking a few minutes to visit the spot where General George Washington and his men, on Christmas Eve 1776, crossed the Delaware River. Historic and highly recommended if in the area.
Next up was the grand opening of the all-new Genesis of Cherry Hill, the first standalone Genesis dealer in New Jersey and the ninth to be built in the United States. Genesis is on schedule to have 100+ dealers across the country in the coming years. Until then, Hyundai dealers will handle Genesis sales.
The gleaming dealership, glass on all sides, offers a clear look at the fashionable interior and vehicles, displaying the Genesis philosophy of full transparency. Their ‘honored guests’ will be transported from a usual car dealership visit to one of gentle music, signature fragrances, and their first taste of Son-Nim.
The importance to Genesis of this dealership was apparent as Hyundai/Genesis North American President José Muñoz and the company’s COO Claudia Marquez made the trip from the Genesis’ California headquarters for the ribbon cutting ceremony.
In a question and answer session with the dealership’s president, Peter Lanzavecchia, Son-Nim once again was stressed. First, by describing the white-glove Valet Service, where owners get personalized attention at their appointments, including all cars being detailed after the service is completed, and the service technician leaving a handwritten note for the owner. The Valet program also includes an option of buying a Genesis without ever visiting a dealership.
Genesis News Announcements
New Charging Standard
Genesis took this opportunity to reveal, beginning in Q4 2024, all their electric models will use the North American Charging Standard (NACS) that will give Genesis owners access to more than 12,000 Tesla Superchargers in North America. Existing and new Genesis EV models with the current Combined Charging System (CCS) will have access to the Tesla Supercharging network starting in Q1 2025 with a Genesis-provided adapter.
EV Sales Expansion
The three Genesis electric models–GV60, Electrified GV70 and the Electrified G80–are now available at select retailers in Arkansas, Hawaii, Kentucky, Michigan, Missouri, Nebraska, New Hampshire, Ohio, Oklahoma and Tennessee. Dealers in these 10 states join the 23 existing dealer networks in Arizona, California, Colorado, Connecticut, Florida, Georgia, Illinois, Indiana, Louisiana, Maryland, Massachusetts, Minnesota, Nevada, New Jersey, New York, North Carolina, Pennsylvania, South Carolina, Texas, Utah, Virginia, Washington and Wisconsin.
Connected Services
The Genesis comprehensive telematics suite, Genesis Connected Services, is now being offered complimentary for all original owners or lessees of 2023 and newer model years. This service had previously been provided at no-cost for the first three years of ownership and then available on a subscription basis.
Genesis Connected Services provides owners with access to advanced safety and convenience technology like automatic collision notification, charge management, digital key, roadside assistance, remote start with climate control and stolen vehicle recovery. Genesis Connected Services is accessed from the touchscreen display, the web or compatible smartphone app or smartwatch.
GV60 Expanded Range
The 2024 GV60 will be available for the first time as a rear-wheel drive model that adds up-to 46 miles or 19% more estimated range on a full charge. Currently all GV60 models are all-wheel drive.
Observations
Genesis began its media presentation saying the company is “progressive” with “audacious and bold choices” as the only Korean luxury automotive brand. They are proud to be “distinctly Korean” with this extending to the Genesis House and the philosophy of Son-Nim. Clean Fleet Report has reviewed all Genesis models and have been impressed with them all. We encourage you to visit a Genesis dealer and get a feel for being an Honored Guest.
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Story by John Faulkner. Photos by John Faulkner and Genesis.
Some Genesis Vehicle Reviews (EVs and gas):
Road Test: Genesis G90
Flash Drive: Genesis GV70 EV
Road Test: Genesis GV60 EV
Road Test: Genesis G70
Update: Genesis G80 EV
Road Test: Genesis GV70
Road Test: Genesis G80 Sport
Road Test: Genesis GV80