Luxury car brand without ANY showrooms to launch in UK – with butlers bringing vehicles to buyers' homes for test drives
A LUXURY car firm has signalled the end of car dealerships by launching in Europe without any showrooms.
Genesis – the high-end arm of Hyundai – is preparing to launch in the UK as the first manufacturer to use a direct-to-consumer sales model.
Instead of would-be buyers visiting dealerships to peruse, test and pick models, Genesis is offering a ‘butler-style’ service where test models are brought to you.
The Korean-firm will conduct as much of its business online as possible then arrange test-drives direct from customers’ front doors – even vowing to squeeze them into lunch breaks.
Experts believe the massive cost-saving move – which helps keep product prices down – could be adopted by other car-markers, if successful.
It follows Tesla's successful model, which has seen the electronic vehicle giant achieve UK sales with limited showrooms and no network of dealerships.
Lexus-rival Genesis says it will use ‘personal assistants’ to sell the three models – that retail for as much as £57,000.
The PAs will also drop off the Asian automobiles to you when they are finished and will even collect cars for services – so there is no reason to go to a physical dealership.
Celebs like Tiger Woods – who famously crashed his Genesis – have swarmed to the Hyundai-owned brand, although the company says it is offering A-list service at an affordable price.
Dominique Boesch, MD of Genesis Motor Europe, said: ‘‘The ‘Genesis Difference’ is a modern approach to car buying and ownership that gives all drivers an effortless option, we place exceptional customer experience over sales.
“We offer a car buying and ownership experience which is stress free and saves your time.
“At Genesis, our Korean heritage underpins everything we do, from design and innovation to our service, rooted in the Korean principles of hospitality and respect.
“By taking care of the details so our customers don’t have to, we give them the most precious luxury – their time.
“We are making a promise to our customers that we will do things differently.”
At present Genesis has one concept ‘studio’ in London where customers can look at the cars in person, otherwise everything else is online. The firm says pricing is fixed and there is no more haggling.
Three models will be offered with a saloon, electrified saloon and SUV available in “Summer 2021”.
As part of the launch it has partnered with the Goodwood Festival of Speed, which runs from Thursday-Sunday.
Mr Boesch added: “We are delighted to be an official partner at Goodwood Festival of Speed this year.
“The festival is recognized all over the world for its pedigree, so to be a partner is a huge honour for us.
“There’s really no better setting for us to debut our full product line-up for Europe, and we may have an additional surprise to announce as we get closer to the event.
“We cannot wait to show Festival of Speed visitors all we have planned for Europe – 2021 is shaping up to be an incredibly exciting year for Genesis.”
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