As Genesis begins to find its feet and start building out its lineup, its focus will be building up credibility as a competitor to the likes of Audi, BMW, Lexus, and Mercedes-Benz. Worrying about volume and sales expectations will not be a high priority.
“It’s about establishing a brand, establishing a credible brand,” said Genesis boss Manfred Fitzgerald to CarAdvice.
“We are in here definitely not to lose money, but I couldn’t tell you [about volume expectations] because it’s not our priority, because if I was thinking about that it would be something distracting and what might have caused the wrong answers to some of the questions here. So we are focused on showing our competence in design and also what we can deliver to the customer in terms of service and experience.”
Currently, Genesis' lineup is comprised of the G80 midsize sedan and G90 flagship. In the coming years, the brand will launch the G70 compact sedan, two crossovers, and a GT coupe.
One vehicle you will not see coming from Genesis is a supercar or a high-end performance car.
“I might not be your typical marketing guy, I don’t believe in target groups, I believe in doing great models and creating great products – and hopefully there will be many people that love them and fall in love with them and that’s it. If you need a halo vehicle? That’s not our spiel.”
Pic Credit: William Maley for Cheers & Gears