The prestige brand is looking to attract "luxury disruptors."
In just a few years, Genesis has established itself as a worthy contender to premium European marques. But, for many, the premium subsidiary is lacking something - the right image. However, the automaker has a plan to correct this. As the first 2023 G90 was handed over to its new owner at the New York-based Genesis House, the company announced an all-new campaign centering around the luxury sedan.
"Make Your Mark" is aimed at attracting a specific clientele, says Genesis. By focusing on fashion and design as focal points, the campaign hopes to target "luxury disruptors" who enjoy the finer things in life and setting trends instead of following them. Genesis will work closely with Vogue, with prominent Genesis G90 coverage in upcoming issues of the fashion magazine, aside from social media and podcast placements.
Elsewhere, the luxury automaker has teamed up with MONSE, a high-end fashion label based in New York City. Described as a line for those who "seek to stand out from the crowd," it's clear to see Genesis is targeting those who swim against the tide; customers for whom a Mercedes-Benz or BMW is too common or mainstream.
It's not like people will need to be convinced to buy the all-new G90. With a starting price of $88,400 it undercuts its rivals significantly but doesn't skimp on luxury, safety, or technology. Traditional buyers will, perhaps, lament the lack of a V8 powertrain, but the e-supercharged V6 found in the $98,700 range-topper should offer V8-like performance; there's 409 horsepower and 405 lb-ft of torque up for grabs.
While these efforts may introduce new customers to the Genesis brand, the event was arguably all about the G90 and the eager customers taking delivery. "We are pleased to begin delivering our new flagship G90 sedan to customers in the United States," said COO Claudia Marquez.
"This event celebrates the bold designs of Genesis and our uncompromising commitment to [delivering] the latest technologies paired with a seamless purchase and ownership experience for our customers," she added. Genesis will soon introduce a bespoke "One of One" program that will allow customers to order unique vehicles, replete with custom touches - akin to Bentley's Mulliner service.
The company recently launched its first-ever electric vehicle in the United States, the GV60. The quirkily-styled EV is the first of many, with the G80 Electrified expected to arrive at the end of 2022.