Genesis redefines luxury car buying with Korean hospitality approach

Genesis is changing the luxury car buying experience by focusing on customer needs through a Korean hospitality approach called "son nim." This method emphasizes personalized service in a relaxed environment, contrasting with traditional high-pressure car sales. Customers can explore cars at Genesis Studios, which offer a comfortable atmosphere and attentive staff. Buyers can choose to complete their purchase online or in-person, with the option of a Genesis Personal Assistant to facilitate test drives at their convenience. Genesis plans to expand its presence with smaller Showcases in various locations, enhancing accessibility. Staff training emphasizes creating a special experience for customers, highlighting the importance of feelings and time in the buying process.