Doing things
Premium car brand Genesis is making waves in the golf and automotive
spaces by coming at things from a different angle
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DISTINCTLY KOREAN
Founded in Seoul, Genesis sets out to rewrite the experience of buying and owning a premium car. At the heart of this is the very Korean idea that you are more than our customer, you are Genesis' son-nim,
a cherished guest.
To find out more about this premium car brand and organise a test drive, visit
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his July, the Genesis Scottish Open at The Renaissance Club will run for the second time under the headline sponsorship of the premium Korean car brand, which launched in the UK in 2021. Genesis has come a long way in a short time, but there are still golfers out there who are not familiar with the brand and not aware of how the company strives to do things differently at the premium end of the market.
And the Electrified GV70 will appeal to those looking for an electric vehicle with more traditional SUV styling that offers luxury touches in abundance. Boost Mode on the steering wheel provides ten seconds of elevated maximum performance for safer overtaking when required, while Active Road Noise Cancelling cleverly creates sound waves that are out-of-phase with the road noise to effectively cancel it out and make longer trips more pleasurable.
As golf continues to adapt and adjust to a changing world, so too does Genesis. The brand has committed to offering an all-electric vehicle range by 2025, with a mission to achieve carbon neutrality by 2035.
For many, a trip to one of the great links courses that hosts the Genesis Scottish Open will be at the top of the wish-list coming into every golfing season. These courses have long held lofty positions in Golf Monthly’s Top 100 UK&I course rankings. But while many of these top-ranked courses are steeped in history, they are also equally aware that the landscape in golf is changing. Today’s visitor to one
of these premier courses is paying a premium price and the clubs are aware that
the experience needs to be right – golfers must be treated as ‘members for the day’, not visitors.
So too is Genesis eager to do things differently in the premium car space. The brand’s approach to service is guided by the Korean principle of son-nim. As a customer, you are a guest of Genesis, and the brand will do all it can to make the purchasing and ownership experience a comfortable one for you.
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Golf in Scotland may be steeped in history, but the golfing world is changing, as evidenced by 21st-century newcomer The Renaissance Club, which this year will host the Genesis Scottish Open for the fifth time. The game at club level is changing, too, with the modern golfer eager to embrace the latest technology, whether via distance-measuring devices, shot-tracking technology or even digital scoring.
It’s a similar story with Genesis’ range-topping models, too – the award-winning Electrified GV70 and the all-electric GV60, which was named WhatCar?’s 2023 Electric SUV of the Year. Early technology adopters take note – the GV60 is the first car in the world to feature Face Connect, so you can unlock the car with your face (just as you can your phone) and even start it with your fingerprint. Electronic Control Suspension (ECS) can cleverly ‘read’ the road ahead via the front cameras, then adjust the suspension electronically.
differently
The experience of buying and owning a Genesis is as important as the car's design and performance. By being respectful and attentive, Genesis aims to exceed expectations, to make owning a Genesis a pleasure from the outset.
REDEFINING EXPECTATIONS
genesis.com/uk
Rather than sales people, the company provides a Genesis Personal Assistance team, whose goal it is to make your interaction with the company as hassle-free as possible, whether arranging a test drive, helping you to configure your car or organising an at-home collection. The pricing is transparent, with no hidden extras and no worries and, once the car is yours, Genesis’ five-year care plan provides complete peace of mind thanks to five years’ warranty, servicing, roadside assistance, courtesy cars and software updates, all for no upcharge.
Embracing change
