Enhancing the relationship with owners
Car manufactures always want to enhance the relationship with buyers. A brand must radiate a lifestyle image not just offer transport solutions.
Australia, Hyundai’s luxury brand Genesis, didn’t relaunch at a dealership but rather opened a new “Studio” in Sydney’s central business district.
Genesis said the studio was defined but “its spiral staircase encircled by a spectacular, bespoke large-scale curved LED screen”. Some cars were also on display.
The other trend is loyalty benefits. Genesis owners have access to lifestyle program, including a Lifestyle Concierge and Global Privileges, such as travel and medical assistance.