Genesis rewrites the rules on luxury car buying

Hyundai’s luxury brand is leading the fixed-price, built-to-order charge in an attempt to increase transparency around pricing.

Tony DavisMotoring writer

Jul 2, 2021 – 9.00am

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Australians are hooked on discounts and it isn’t helping anyone, says Jun Heo, chief executive of the Genesis brand in Australia. The Korean car company executive is pushing against the tide with a direct-to-consumer sales model and absolutely no special offers.

“A discount is not free,” says Heo. “The manufacturer’s list price already has a discount portion.”