Genesis Motors Canada Redefines Luxury for Experience Led Campaign

Genesis Motors Canada launched its new brand platform, 'Centred Around You', this morning during a press conference at the Canadian International Auto Show. Along with the unveiling of the first-ever 2025 GV80 Coupe, Genesis debuted the next chapter of its Canadian growth strategy.

The platform leverages the brand’s unique Canadian business model and many key differentiators that benefit guests and owners who are at the centre of all it does.

Through messaging and imagery that illuminate the brand’s business processes and key differentiators, Genesis Canada aims to highlight what makes it stand out – a unique business model as well as a frictionless acquisition and effortless ownership experience.

A relative newcomer to the automotive industry, Genesis made waves in 2016 when it launched in Canada with an innovative and unique business model. Working with the most effective and entrepreneurial retailers across the country, it developed agency partnerships with a network of 30 distributors in key markets.

“With a strong foundation built on guest enthusiasm and referrals, Genesis Canada is now ready to take the bold move to introduce itself and its brand promise to the general population of Canada,” says Eric Marshall, director, Genesis Motors Canada. “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.”

Offering online ordering and direct sales with transparent, all-inclusive pricing, the Genesis at Home model allowed for guests to arrange test drives, vehicle delivery and complimentary scheduled maintenance paired with valet services, promising unprecedented flexibility and demonstrating respect for their time.

Exceptional Products, Guest-Focused Experiences

Initially launching with two luxury sedans (G80 and G90), the product line up has grown in recent years to include three sedans, three SUVs, and the launch of three full EVs in just the last two years. As accolades and sales continue to increase, distributors have increased their investment in the brand by constructing physical GRX (Genesis Retail Experience) centres. This new omni-channel approach means that guests have the ability to facilitate any portion of the acquisition and ownership journey at a modern Genesis showroom or a convenient location of their choosing, such as home or place of work. From online vehicle configuration and ordering, trade-in appraisal, credit application, and scheduling of an at-home delivery, the entire journey can be completed through here.

More Than Words

'Centred Around You' is more than a tagline or slogan; it is a way of thinking, speaking and doing business. 'Son-Nim' is a Korean term rooted within the culture that means Honoured Guest. This concept has been wholly integrated into the evolution of our business processes, training and certification programs.

This led Genesis Motors Canada to be the first automotive manufacturer in the world to be In Partnership with Forbes Travel Guide. Distributor team members are trained and evaluated by the global authority on hospitality. that endeavour to have luxury automotive retail and service mirror the hospitality experienced staying at five-star hotels, dining at top-rated restaurants, and business class travel. Those that receive the In Partnership with Forbes Travel Guide certification have proven that they deliver these elevated levels of hospitality.

“This campaign was developed to distinguish Genesis in the Canadian market,” says Genesis Motors Canada marketing manager Ryan Erdelyi. “This comes through in the offering itself, but also the way in which we’ll deliver it – with imagery, storytelling, and music that are driven by high-quality lifestyle-inspired photography to show the ways in which our brand attributes enhance the lives of owners.”

This connection between design, language, and product is working for Genesis, leading to an uptick in recognition. Starting with aspirational products and a resonant message is the first step toward its success. This evolution in messaging focuses on the following truth: “At Genesis, you are our honoured guest, at the centre of everything we do and everything we make.”

Genesis is carving out its own niche within the luxury automotive space where small touches and attention to detail can stand out and make a big impression.