Company: Genesis Motor China, Mainland China
Nomination Submitted by: Hill+Knowlton Strategies
Company Description: Genesis is a global luxury automotive brand established in November 2015 and headquartered in South Korea. Genesis has entered overseas markets such as the US, Canada, Australia, Russia and the Middle East and in April 2021, Genesis Motor China made its official entry into China with an all-new business model for the Chinese market.
Nomination Category: Company / Organization Categories
Nomination Sub Category: Most Innovative Company of the Year - Up to 2,500 Employees
 Nomination Title: Genesis Motor China
- Which will you submit for your nomination in this category, a video of up to five (5) minutes in length about the achievements of the nominated organization since 1 January 2020, OR written answers to the questions for this category? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers for your submission, you must provide an answer to this first question: Briefly describe the nominated organization: its history and past performance (up to 200 words):
Total 192 words used.
Since it launched in 2016 as a new kind of luxury auto brand Genesis has made a big splash in the Korean and US markets. The brand has since turned its attention to China, the world’s largest auto market, keen to tap into its fast-growing segment of younger luxury auto buyers but also fully conscious of the strong competition from entrenched foreign luxury auto brands and fast-rising Chinese EV players. Genesis entered the China market in April 2021 with an all-new direct-to-consumer business model for the local market and has developed its presence in China through an omnichannel approach based on direct sales, supported by trusted agents and online sales. Through these channels, it is able to share its new vision of luxury with local consumers including its customer-centric “Genesis Experience” and its aim to become a lifestyle brand. To date, Genesis has introduced the distinct luxury sports sedan Genesis G70, mid-large-size luxury sedan Genesis G80 and mid-large-size luxury SUV Genesis GV80 to the China market. It has also opened a number of brand touchpoints across the country including its first Studio in Shanghai, which boasts Genesis’ very own Korean fine-dining restaurant.
- If you are providing written answers for your submission, you must provide an answer to this second question: Outline the organization's achievements since the beginning of 2020 that you wish to bring to the judges' attention (up to 250 words):
Total 247 words used.
Genesis’ all-new China-tailored business model moved away from traditional models in order to make a positive impact on customers’ lives. When the brand launched, it was the only ICE (internal combustion engine) brand in the luxury segment to use this model, something that would allow it to both maintain its high standard of customer service and create authentic relationships with customers. As a new brand entering a crowded segment, Genesis was able to position itself as a leader and not a follower; not just as a car brand but as a luxury brand that enables creative lifestyle experiences. The Genesis Studio in Shanghai opened with a Korean fine dining restaurant inside, the Genesis Restaurant – just one example of the brand’s strong lifestyle element that would help create unforgettable experiences with customers. In order to reach its target audience, defined as “Generation Genesis”, the brand partnered and engaged with a range of lifestyle and consumer media and influencers outside of automotive circles. At the official brand launch in April 2021, Genesis earned a Guinness World record for a breathtaking drone show above Shanghai’s historic Bund waterfront and also became the official automotive partner of Shanghai Fashion Week in 2022, resonating with the brand’s new vision of luxury and planting them firmly in the realm of art, design, and lifestyle. The launch of the Genesis G70 included a live “runway” show of the car inside an old industrial space followed by a party with DJs and a band.
- If you are providing written answers for your submission, you must provide an answer to this third question: Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the organization's past performance (up to 250 words):
Total 247 words used.
By finding interesting and relevant ways to engage with its target audience, Genesis was able to distinguish itself from competitor brands as a different kind of auto luxury that better met their needs. In this way, it created a brand image not simply as a challenger to the segment, but as a disruptor with an innovative vision for the future of automotive luxury. In engaging and interacting with customers, trade and lifestyle media in a number of innovative and creative ways the brand was able to stand out and be heard. In its first year Genesis maintained a Top 5 SOV (share of voice) exposure among its peers, reaching Top 3 in the official launch month of April 2021 – a massive achievement in a segment historically dominated by luxury European marques such as BMW, Mercedes-Benz and Audi. This exposure generated more than 52,000 valid leads, more than 8,700 valid showroom leads and more than 3,500 customer test drives. Perhaps most importantly, the achievements in the first period after launch have created a strong basis on which the brand can develop further. Its early aims focused on finding innovative ways to create positive chatter around the brand, both with media and consumers alike, ultimately resulting in the brand winning a 2022 China Car of the Year Award for the G80 and a Motor Trend China Award for the GV80 – the two most important car awards in China and all in its first year.
- You have the option to answer this final question: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 141 words used.
Image attachments:
1-2) Genesis’ brand launch night included a record-breaking drone show over central Shanghai and set the tone of its intentions for the market
3) Genesis Restaurant located in the Shanghai Genesis Studio offers Korean fine dining and unforgettable lifestyle experiences
4) The G70 product launch more closely resembled a fashion show than a typical car launch
5-6) The Chengdu media test drive included carefully thought-out picturesque driving routes to leave a deep impression and allow for better content creation
7) Genesis Motor China was the official sponsor of Shanghai Fashion Week and provided an excellent opportunity for content co-creation with lifestyle and fashion KOLs
8-9) The Shanghai media test drive for the G70 included a Scene Creator that allowed for content co-creation
Supporting docs - Detail on brand's coverage, media engagement and lifestyle elements (Genesis Restaurant)
Others are self-explanatory
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