During the week leading up to the Canadian Grand Prix, Genesis Saint-Laurent hosted a very special presentation featuring the unveiling of the G70 Track Day Special. On hand was the Director of Genesis Motor Canada, who shared the philosophy behind Genesis’ customer experience.

When Genesis entered the Canadian market in 2016, few believed the brand could carve out a place in an already saturated luxury segment. Under the leadership of Éric Marshall, Managing Director of Genesis Motor Canada, the company has not only found its rhythm but also redefined the very concept of automotive pleasure.

Marshall recalls the early days: “In Korea, Genesis was sold alongside Hyundai. But in North America, that model simply didn’t work. You can’t position a true luxury brand in the same showroom as a mass-market one.” The challenge set by the group’s chairman was simple yet bold: *If we were to create a luxury brand from scratch, what should it represent?*

Instead of guessing, Genesis turned to data. Partnering with J.D. Power, the team surveyed Canadian consumers about what they disliked most in the car-buying process. Two answers stood out: negotiation and dealership visits.

From there, Genesis developed a model that broke with convention. A single, transparent, non-negotiable price eliminated the stress of haggling, while at-home sales and service respected clients’ time. “People are busy. If they don’t want to come to us, we’ll go to them,” says Marshall. Even today, despite a growing network of facilities, this at-home option remains a cornerstone of the Genesis experience.

In 2016, Genesis formalized its philosophy with 17 brand standards covering every step of the customer journey, from the first inquiry to after-sales service. Today, there are 31 standards, and every Canadian retail partner is contractually committed to upholding them. “The only thing our partners can control is how they treat guests,” Marshall emphasizes. Customer satisfaction surveys remain directly tied to these standards, ensuring that service excellence is not just a slogan but a business model.

While other premium brands lean on heritage, Genesis relies on hospitality. A partnership with Forbes Travel Guide—renowned for evaluating the world’s top hotels and spas—puts the brand’s processes through rigorous and independent testing. Marshall describes the impact: “They challenge our standards the same way they do for luxury resorts. If we succeed, it proves our guests are experiencing true high-end hospitality.”

This philosophy comes to life at Genesis Saint-Laurent, one of 19 facilities across Canada. The space feels more like a boutique hotel than a dealership: serene lounges, specialty coffee served at the table, curated snacks, and staff trained in the codes of hospitality. In the Brand Cube, an immersive design studio, clients explore materials and finishes with jeweler-like precision—white gloves included. Each sample is enhanced with a QR code telling its story.

For Marshall, these gestures go beyond showmanship. They contribute to a broader vision: creating memorable experiences. Delivery bays, for instance, are equipped with audio systems that play a client’s favorite song during the handover of their vehicle. Integrated Bang & Olufsen speakers and sensory design amplify the effect. “We want people to go home saying: You’ll never guess what happened to me today.”

Genesis knows it will never “out-German the Germans,” nor compete with the legacy of BMW, Mercedes, or Audi. Instead, the brand has chosen to define luxury on its own terms. For Canadian clients, that means more than just a car: it’s an experience built on respect, simplicity, and joy.

“This is the language of loyalty,” Marshall concludes. “And it’s the path we’ve chosen.”