Genesis UK boss on the challenges of a new premium brand
We are doing things very differently. We have the financial support behind us. I think we’re in a different position to win as an organisation [compared with Nissan] in terms of the product portfolio as well.
Our new chief executive wants to make Genesis a success around the world. We’re going to do that by having products that work for the marketplace. We have three EVs coming to market. And secondly, we have the Genesis difference . It’s about being totally customer-centric. We’re building the brand in a very consolidated way by creating key points of differentiation. We have the statistics to show it’s working so far, and we believe it’s only a matter of time. The other aspect is the direct-to-consumer approach, which is really important. It’s relevant today and increasingly relevant for tomorrow.As a new entrant to the market with a non-traditional business model, the first task was trying to understand the direction of Genesis.
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