How Genesis plans to tackle BMW

This luxury brand has rebooted its strategy in the fight with European prestige giants.

Forget about big sales and vast model ranges, Hyundai-owned luxury brand Genesis plans to forge a different path to market success compared with heavy hitters such as BMW and Mercedes-Benz. \

Rather than fill every market segment and chase outright sales for luxury supremacy, the fledgling luxury brand has pulled back on its “premium for everyone” promise and is instead aiming for a more desirable and focused luxury brand.

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Genesis modified a GV80 to take on the Dakar Rally in luxury. Picture: Supplied

That means not spreading across a broad range of models, as has been the case with German rivals.

“Providing more options to the customer is not always right,” said Mike Song, the global head of Genesis who is in Australia opening a new multimillion-dollar flagship store in western Sydney.

He says the relatively small five-model range is ideal for the brand as it looks to intensify its luxury focus.

“Too much choice on the table sometimes it confuses the customer. Now we have the adequate number of models in our line-up.”

That thinking flows through to future sales, too, with Song saying there are no official targets.

“At Genesis we really try to avoid to set sales goals,” he said. “We don’t sell cars, we just build relationships.”

Genesis has opened a new showroom in North Strathfield. Picture: Supplied

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Key to the brand’s growth is the upcoming Magma model line of high-performance variants. The first is the GV60 Magma that is locked in for an early-2026 launch in Australia.

It promises big performance – something like 500kW of power – and track-focused dynamics.

Song says Australia is a key market for Magma and will get access to all future models built in right-hand drive.

Genesis has big plans for its 'Magma' performance brand. Picture: Supplied

“We really want to learn from this market what kinds of high performance should be the right fit for Genesis.”

While acknowledging building the Magma sub-brand is “going to take time” he says that it will play a significant role in adding incremental sales.

“We haven’t set a (sales) target but 10 per cent (of overall Genesis sales) would be great, said Song.

As for knocking BMW and Mercedes-Benz off the luxury sales perch, that’s simply not on the radar for Genesis.

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Genesis GV60 Magma Concept

“We don’t think like one million (cars) in 10 years, two million (cars) in 20 (years),” said Song. “We do it our own way. We need to build a strong relationship with our customers.”

Part of that relationship includes the one-of-one program that allows owners to customise the finishes and colours of their cars. It’s all about personalisation and engaging with buyers to ensure they get exactly what they want.

Genesis also offers up to five years of included servicing and collects and delivers cars from a home or office for convenience.