Markus Henne (right), CEO of Genesis China, and SangYup Lee, head of Genesis Global Design, pose with G90 sedans and GV70 SUV at the Genesis booth during the Shanghai auto show held from April 18 to 27.

Global luxury automotive brand Genesis held the China premiere of its flagship G90 sedans and the GV70 mid-size SUV at the ongoing Shanghai auto show, fulfilling the company's promise of bringing its complete lineup to the world's largest automotive market.

Markus Henne, CEO of Genesis China, said at the auto show: "I am proud of what we have accomplished here so far, bringing our full product lineup to China in just two years. With the six vehicles we have previously introduced, we have expanded the breadth of the product portfolio across segments with two more vehicles, allowing us to meet more customers' needs."

Since its official entry into China in 2021, Genesis has laid a strong foundation in the market with a portfolio of award-winning imported models and the opening of 14 Genesis outlets nationwide. The automaker plans to open 10 more outlets over the course of 2023.

Henne said that the Chinese automotive market is quite competitive and the luxury segment is growing fast. What Genesis provides is global quality and design, and the real standout pillar for Genesis in the market is its customer experience.

Genesis strives to offer customers a hassle-free experience that revolves around a simple but powerful belief in building authentic, meaningful relationships. The brand has built its business with a customer-centric mindset and designed every facet of the Genesis Experience to be innovative, intuitive and effortlessly convenient.

The brand's customer-centric approach in China revolves around its Genesis Studios and Genesis Showcases. Genesis Studios bring the unique Genesis Experience to life, manifesting the brand's design philosophy and thoughtful hospitality. Genesis Showcases provide settings for guests to experience Genesis vehicles and access after-sale services.

"With the direct-to-consumer business model, we can learn about the pain points of car buyers and solve them," Henne said.

For example, the brand's Genesis Partner Concept and Genesis One Price Promise guarantee that every customer interested in the brand enjoys a one-to-one service under a transparent pricing model.

For electric car owners, Genesis offers a set of unique services including Genesis Convenience, to eliminate range anxiety with valet and mobile charging, and Genesis Destination, providing a full access pass to exclusive Genesis lifestyle experiences and privileges. These include dedicated charging spaces and room upgrades at The House Collective by Swire Hotels.

"We really want to be measured by our customers' experience, our interactions with them and their level of satisfaction, which is an important KPI (key performance indicator) that we look at," Henne said.

According to Henne, the brand has a net promoter score that shows 90 percent of customers would recommend their friends and family to buy a Genesis model or to get in touch with Genesis.

One important point about the auto industry is that electrification is highly accelerated, Henne said. He found that the share of exhibited electric vehicles at the 2023 Shanghai auto show has increased several times since the borders were last open for an international auto show in 2019.

Genesis has three EV models on the market, the Genesis Electrified G80, the Electrified GV70 and the brand's first dedicated electric vehicle, the Genesis GV60, which was launched in Haikou, Hainan province, in March.

The brand plans to only introduce pure EV models from 2025.According to Henne, Genesis aims to be zero-emissions by 2030 and carbon neutral across the supply chain by 2035.

New models premiered

At the Shanghai auto show, Genesis held the China premiere and began presales of the G90 and G90 Long Wheelbase luxury sedans and GV70 SUV.

The Genesis G90, indicatively priced from 718,000 yuan ($104,000), features the most elegant interpretation of Genesis' design identity. The flagship luxury sedan is equipped with cutting-edge technology, providing a sensational driving experience and innovative digital features.

The vehicle's interior is immersive, with features including dynamic lighting and best-in-class NVH(noise, vibration, harshness) performance. Advanced technologies make driving and parking the car effortless, with multi-chamber air suspension guaranteeing a smooth ride and the full Genesis Active Safety Control package providing peace of mind.

The G90 has been named 2023 Car of the Year by auto magazine MotorTrend in the United States.

Its roomier counterpart, the Genesis G90 Long Wheelbase, which is indicatively priced from 1,188,000 yuan, measures 5,465 millimeters in total length and has a wheelbase of 3,370 mm, redefining high-end travel to create the ultimate luxury experience.

SangYup Lee, head of Genesis Global Design and 2023 World Car Person of the Year, said: "At Genesis, design is the brand itself and the very core of who we are. The 'Two Lines, Athletic Elegance and Beauty of White Space' says it all. It is about capturing the essence of luxury and timeless design while providing an effortless driving experience with clean lines and uncluttered surfaces.

"Our latest models, the flagship G90 and iconic GV70, are perfect examples of this philosophy in action."

The Genesis GV70, indicatively priced from 338,000 yuan, blends luxurious design with dynamic performance. The mid-sized luxury SUV boasts a 0-100 kilometer per hour acceleration of 6.1 seconds, thanks to its 2.5-liter, 304-horsepower engine.

The model is also equipped with Genesis Active Safety Control and an optional 15-speaker lexicon sound system. The GV70 was named one of Car and Driver magazine's 10 Best Trucks and SUVs for 2023.

The internal combustion engine edition of the vehicle provides consumers with the freedom to choose the model which suits their needs, accompanying the Electrified GV70 which began sales in November 2022.

caoyingying@chinadaily.com.cn