Genesis GV80 Forum | Pricing, Specs & Reviews banner

1 - 4 of 4 Posts

·
Registered
Joined
·
215 Posts
Discussion Starter #1
I stumbled across this article that talks about how Genesis operates in Canada and I really like how they don't stick to the traditional dealership model.


Buying and owning the Genesis way

Should the customer want a test drive, they book one from the local distributor via their laptop or mobile device. A Genesis experience manager (GXM) – that’s Genesis for sales consultant – will drop off the car. The customer needn’t set foot in a dealership – the entire purchase including financing and signing can be done online.

As for F&I, when the customer is building their car, the system prompts them to consider the F&I products: winter tires; extended warranties and protection plans. The prices are on the menu; as with the vehicle, the price is set.

The GXM also plays the role of digital business manager.

Trevisan explained that “before COVID-19, the GXM brought the car to your home and they talked about F&I products, etc. Now it’s done digitally with video chats. And we are looking to give the GXMs the ability to do online walk-arounds.”

A GXM will deliver the customer’s new car to the customer’s residence.

Similarly, when the car needs servicing, someone from the distributor will pick it up and leave a courtesy car. When the car is ready, the owner needn’t come in. Someone from the distributor will deliver it and pick up the courtesy car.

Additionally, with five years of complimentary Genesis Connected Services, owners can check on their vehicle’s health and perform a number of remote functions such as locking doors and remote start, right from the smartphone app.

Most of the elements of the Genesis sales approach were in place well before COVID-19.

Trevisan said the automaker turned to Google Analytics for information on how the luxury consumer wanted to buy a car. The study, called Think Luxury, revealed that 80 per cent of luxury customers wanted to buy a car online as they would any other item. “So, we asked ourselves how we could launch a totally new brand and bring that innovation to the sales process. And so, we are bringing the showroom into the customer’s home.

“That’s the idea behind Genesis,” he added.

The old-fashioned way

If a customer wants to buy a Genesis the old-fashioned way, they can. There are 24 distributors across Canada. There are models on the showroom floor in select locations and test drives available. The customer can buy one there. But the customer isn’t limited to what they see on the showroom floor or in inventory. They build the Genesis they want right down to colour and order it there or at home.

The delivery may take a matter of weeks, but the customer gets exactly what they want, including the colour. The customer’s choice is not limited to what is in the distributor’s inventory.

Genesis then fills the order and sends it to the customer via the automaker’s centralized inventory. Other than an inventory that includes each model available – they’re used for display and test drives – and some CPOs, the distributor carries no large inventory. So, there’s no costly floor plan financing.

“The distributors’ job is to support the purchase,” Trevisan pointed out. Among other things, that means hiring and training the right GM and GXMs and building a GRX.
 
1 - 4 of 4 Posts
Top