Yahoo Autos When quality and service trump all else.
Nascent luxury brand Genesis is on a mission to make luxury even more worthwhile, by pursuing an ownership experience respectful of the time and interests of owners. Barely a few months old, Genesis didn't come out of thin air. The new marque builds upon the success of two evolutions of Hyundai's most refined luxury sedan, seeking to introduce customers to a uniquely Korean take on luxury. That means going beyond what's expected, and offering concierge-style assistance to remove inconvenience from luxury.
To that end, we've put together a sampling of the reasons you should splurge for a luxury car purchase, and the ways that Genesis is working to influence sentiment around the ideal experience. Here's why it's so much more satisfying to own a luxury car:
The showroom is relaxing.
The first thing you notice in a premium brand's showroom is that no one is pushing a hard sell. In fact, you might not even feel like you're in a car dealership at all. Top luxury brands are introducing amenities to enhance, but not distract from, the car buying experience, including bespoke customization opportunities and amenities that rival those found in spas and cafes.
"Anything that is going to give the customer more time in their day...is kind of the direction in which they're moving," said Jessica Caldwell, senior analyst and director of pricing and industry analysis for Edmunds.com. Caldwell pointed to interactive websites that try to capture customers ahead of coming to check out a car, as well as unique opportunities to forget about cars and focus on luxury in the showroom space. Even before customers enter the showrooms, she argued, luxury brands are "trying to engulf you in some sort of experience."
"Anything that is going to give the customer more time in their day...is kind of the direction in which they're moving,"
Few dealerships exude this sort of calm and customer-first service than the recently opened Genesis Studio showroom in Hanam, South Korea for Hyundai's new luxury brand. The effect is more art gallery than car dealership, allowing the aesthetic to place greater emphasis on comfort and convenience than getting you into a car today. Speaking of which…
Luxury is always up-to-date.
In a car-buying world where premium features like navigation and power everything are increasingly standard features, luxury carmakers are upping the ante. Features previously considered exotic are now standard fare in the top luxury vehicles, like ambient mood lighting, air filtration systems, full-speed adaptive cruise control, head-up displays, and high-definition infotainment systems.
The quest for the newest and the greatest, however, never ceases, especially as brands endeavor to "[combine] the total luxury experience at every touchpoint." When comparing navigation systems, look for one that includes updates throughout the vehicle's lifetime, like the package available on Genesis sedans through MyGenesis. Real-time traffic updates from SiriusXM Data Services ensure that you have the tools to steer clear of jams-even when conditions change or new roads are built.
Maintenance is a snap.
The best kind of luxury experience continues on far beyond the handshakes in the showroom. You've probably heard the refrain that, by now, most cars are engineered to run without requiring a serious amount of maintenance, particularly in the luxury space. That doesn't mean that regular service is a concept of the past, but the leading opinion in the luxury market is to minimize the amount of stress to owners and lessees. Or, as Caldwell explained: they're recognizing that "time is the ultimate luxury" for their customers.
"Time is the ultimate luxury."
It's an understatement to say that Genesis takes service seriously, offering a concierge to collect your car at a place of your choosing and drop it off upon the completion of maintenance. Not only are you never without a car during service, but you're also never without a Genesis. That means you can say goodbye to the rental car counter for good, and take comfort in receiving scheduled maintenance without having to lift as much as a smartphone.
You're never alone.
Roadside assistance is hardly a new concept in the total ownership experience, but some marques do it better than others. It's one thing for a car company to offer support in case of an emergency, but it's an entirely different tactic to provide concierge service. It's important, as Caldwell argues, that it all "feels like it's an upscale experience," whether you're in the dealership or on the side of the road.
The benefits from Genesis takes this all a step further. In case you encounter a hitch while traveling the beaten path, like a dead battery or a flat tire, Genesis will dispatch roadside assistance to sort it out. And if you find yourself locked out of your G80 or G90 sedan, Genesis can remotely unlock your car and get you on the way. Now that's service.
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