If you visit the official Genesis Canada website, you'll already be able to price out a G80 or G90.

A new luxury car brand launch may not be as big a deal to Canadians as the first snowfall, a new Prime Minister being elected, or a Canadian team making it to the NHL playoffs, but having the new Genesis G80 and G90 go on sale this week is certainly something worth mentioning.

There's been a lot of talk about Hyundai's newly-christened luxury brand in the past few months, including the recent decision to feature "transparent pricing," which is an industry first according to Genesis. Now, it's time to actually start selling vehicles, and the way Genesis is doing that in Canada is unique, to say the least.

The plan is to have those distributors eventually - within five years, according to Hyundai - become proper dealerships.

There are no standalone Genesis dealerships anywhere in the country. Instead, the company will have employees - known as "Genesis Experience Managers" - physically visit potential customers who have, for instance, filled out an online form showing their interest in buying a car. There will also be boutiques that open up in high-traffic areas - including malls - in big cities.

Genesis G80

If you visit the official Genesis Canada website, you'll already be able to price out a G80 or G90, and once you've finished, the process culminates in a page that shows the name of the person delivering the vehicle to you. That person will be coming from a Genesis distributor located somewhere close to the customer. The plan is to have those distributors eventually - within five years, according to Hyundai - become proper dealerships.

Based on this current plan, it's clear the people behind Genesis in Canada aren't expecting to sell thousands of vehicles right off the bat. As Hyundai Canada Public Relations Manager Chad Heard tells The Truth About Cars, "Our focus is not on volume. Our focus is on customer experience."

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It sounds like Genesis is on the right track, considering how each customer is treated individually with such care. In terms of the new brand's future, we suggest keeping a close eye on how things go. It would be interesting to see Genesis become a true competitor to the many successful luxury names already on the Canadian market.

Source: Hyundai, The Truth About Cars

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