The Korean brand promises bespoke luxury without too much waiting

Genesis said its customers have accepted their make-to-order program and lead times have now been reduced to two or three months in this range.

“With excellent factory support and production allocation, along with our build-to-order approach, we ensure fast lead times,” said Justin Douglass, Managing Director of Genesis Australia. in 2-3 months to get your own custom cars.”

The brand confirms that around 50% of Genesis buyers build to order, which means they are specifying their own vehicles rather than choosing from existing stock.

With a much smaller retail network than competitors such as BMW, Mercedes-Benz, Audi and Lexus, the Korean luxury car brand naturally does not have many large dealerships with a full range of cars for buyers to choose from and drive. Go.

This could help motivate buyers to custom order vehicles, and this is where Genesis can get a leg up on some of its rivals with its wide range of exterior colors and interior trim options.

It continues to offer these diverse color palettes even as it has recently pared down some of its product lines, e.g. G70 And GV80and makes previously optional packages standard.

Take the slow-selling G70 sedan as an example. It is now offered in a single variant with the optional Luxury Package that used to be standard, but is still offered in 13 different exterior colors, along with three different interior finishes.

The GV80 crossover offers five different interior colors, including two-tone options with green or blue as the main color, along with four different inlay options including metallic trim. type and real wood.

Its coupe sibling gets exclusive interior and exterior colors.

“Customers really like the fact that they have the ability to custom build the car, so they feel like they’re building something original,” Mr. Douglass said.

“The additional benefit for us is our proximity to Korea, the 2-3 month wait time from build to order to delivery is clearly a real advantage for us compared to some European-made brands, where they have to wait a lot longer to get those products.” vehicle.

“So that really resonated.”

Genesis has yet to confirm whether it will One of the separate serviceslaunched in the Middle East last year, will be introduced to Australia.

More than simply allowing buyers to choose from a variety of exterior and interior finishes, One of One also allows buyers to order a vehicle such as a Bentley or Rolls-Royce.

The service aims to create a “hyper-personalized” experience in addition to customizing the vehicle to become a unique item, with buyers able to choose their own colors, choose custom quilting Adjust upholstery and choose from a variety of interior inlays. including rocks.