Hyundai-owned Genesis Motors is launching its Canadian brick-and-mortar expansion this week with a location in Toronto. It will be the first of several locations to open in Canada this year for the South Korean luxury automobile brand.
Hyundai launched Genesis as a standalone marque in November of 2015 and in November of 2016, the company launched its Canadian eCommerce site.
"Genesis goes beyond offering exceptional vehicles by providing a human-centred purchase and ownership experience," said Brand Director Michael Ricciutto. "Genesis delivers personalized service every step of the way with the Genesis-at-Home concierge service and now, with the first retail store in Genesis Downtown, luxury boutiques.”
The company’s new stores address consumer feedback. "Genesis Downtown is another touchpoint for our customers. Since launch, our customers have expressed a desire to experience the brand in a more traditional automotive setting," said Shahin Alizadeh, Distributor Principal of Genesis Downtown.
This week, Genesis opened its first Canadian store, at 630 Queen Street East in Toronto, at the base of a recently completed condominium building, Sync Lofts. The 4,000 square foot retail space is the first of several set to open in Canada this year.
On October 1 of this year, Genesis is scheduled to open a 4,000 square foot showroom at Square One in Mississauga, followed by an October 15 opening of a 2,800 square foot location at CF Carrefour Laval, near Montreal. On October 15, as well, Genesis will open a 4,200 square foot store at 81 Rue Wellington in Montreal (corner of Duke Street), which will also have an adjacent 2,000 square foot service centre/garage area. Mr Ricciutto noted that consumers will be able to test drive vehicles at each of these locations.
Genesis will also be available in several ‘traditional’ automobile retailers, including locations in Vancouver and Quebec City. The brand also operates an ‘experience centre’ at Toronto’s Pearson International Airport, which has helped further enhance brand awareness.
By 2021, Genesis Motors anticipates operating 32 Canadian locations, according to Mr. Ricciutto. These will include freestanding stores (both mall and street-front) as well as showrooms in other dealerships. Genesis plans to have six new vehicle models by 2021, which the company expects to be a hit with its all-inclusive pricing, Genesis at Home concierge for sales and service, complimentary scheduled maintenance, and comprehensive warranty.