During a recent visit, before the week of the Canadian Grand Prix, Genesis Saint-Laurent hosted a very special presentation with the unveiling of the G70 Track Day Special and the President of Genesis Canada was on hand to talk to us about the Genesis customer experience philosophy.

When Genesis entered the Canadian market in 2016, few imagined that the brand could carve out its own space in the crowded luxury segment. Yet, under the leadership of Eric Marshall, director of Genesis Motor Canada, the company has not only found its footing but redefined what luxury ownership can mean.

Marshall recalls those early days: “In Korea, Genesis was sold alongside Hyundai. But in North America, that model just didn’t work. You can’t position a true luxury brand in the same showroom as a mainstream one.” The challenge, issued by the company’s chairman, was simple but bold: If we were to create a luxury brand from scratch, what should it stand for?

Rather than guessing, Genesis turned to hard data. Working with J.D. Power, the team asked Canadian consumers what they disliked most about the car-buying process. Two answers stood out: they hated negotiating, and they dreaded visiting dealerships

From there, Genesis crafted a model that broke with industry norms. Transparent, non-negotiable pricing removed the stress of bargaining, while a direct-to-home sales and service approach respected customers’ time. “People are busy. If they don’t want to come to us, we go to them,” Marshall explains. Even today, despite the brand’s growing network of physical facilities, the at-home option remains a cornerstone of the Genesis experience.

In 2016, Genesis formalized its philosophy with a set of 17 brand standards, covering every touchpoint from inquiry to ownership. Today, that list has grown to 31, and every retail partner in Canada is contractually bound to uphold them. “The only thing our partners can control is how well they treat guests,” Marshall says. Customer surveys still tie directly back to these standards, ensuring that service excellence is more than a slogan — it’s a business model.

While other premium automakers lean on heritage, Genesis leans on hospitality. A partnership with Forbes Travel Guide, known for rating the world’s top hotels and spas, brought rigorous, third-party testing to the brand’s facilities. Marshall describes the impact: “They stress-test our processes, the same way they evaluate luxury resorts. If we pass, it’s proof that our guests receive a genuine high-end experience.”

This philosophy is evident at Genesis Saint-Laurent, one of 19 Canadian facilities. The dealership feels more like a boutique hotel than a showroom: serene lounges, artisanal coffees served at the table, curated snack offerings, and attentive staff trained in hospitality. In the Brand Cube — an immersive design studio — guests explore materials and finishes presented with jeweler-like precision, complete with white gloves and QR-coded storytelling for each color and texture.

For Marshall, these refinements go beyond showroom theatrics. They are part of a larger vision to create memorable experiences. Delivery bays feature personalized audio, sometimes playing a customer’s favorite song during vehicle handover. Bang & Olufsen audio installations and sensory-focused design further elevate the environment. “We want people to go home and say, ‘You wouldn’t believe what happened to me today,’” Marshall notes.

Genesis knows it cannot “out-German the Germans” — competing directly with the heritage of BMW, Mercedes, or Audi. Instead, it is defining luxury on its own terms. For Canadian customers, that means not just a car, but an experience designed around respect, simplicity, and delight.

“This is the language of loyalty,” Marshall concludes. “And that’s the path we’re committed to.”