Hyundai’s Luxury Brand Wants to Make “WAH,” Too

We’re pretty sure you’re familiar with at least one Korean word by now—WAH, which means “Wow.” It’s been Hyundai’s new motto in advertising for well over a year. You know what? Its luxury brand Genesis also wants to redefine itself, using a new strategy and platform called “Centred Around You.”

It was all announced on Thursday during a press conference at the Canadian International Auto Show in Toronto.

Remember, Genesis is still young, having been around since 2016. However, it has already managed to carve a niche and stand out from more established competitors by offering a unique customer experience including the Genesis at Home service, 5 years of complimentary maintenance, and staff trained to the hospitality standards of the Forbes Travel Guide. The idea now is to shift into a higher gear and go from a car company to a lifestyle company.

Photo: Genesis

“We are evolving the common understanding that Genesis is a traditional car company to a brand that offers a guest-centric lifestyle experience for its owners,” were the words used by Genesis Motors Canada director Eric Marshall.

One of the main goals with “Centred Around You” is to further educate consumers and emphasize the four key pillars of the brand—Time, Effortlessness, Trust and Respect. If you go to a Genesis store or someone from the company comes to you, don’t be surprised if they call you “Son-Nim,” which is a term rooted within the Korean culture that means “Honoured Guest.”

How will this new strategy impact sales? We’ll see. Genesis Canada enjoyed a 14-percent growth last year and Marshall expects at least as much success in 2024.

Photo: Genesis

Also at the CIAS in Toronto, Genesis hosted the Canadian debut of the refreshed 2025 GV80 and the first-ever GV80 Coupe (pictured above). We told you about them following their North American premiere in Los Angeles last November. Just click on the link for the full story.

Watch: 2023 Genesis Electrified G80 Review

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