Genesis Despite Sales Growth Needs Increased Brand Awareness, Says COO Claudia Marquez

“We know SUVs work well, but we also do very well with our sedans,” Marquez said. Because Genesis is a growing brand, Hyundai Motor Group has prioritized the newcomer to semiconductor chips to achieve its business plan for the year, Marquez said.

From January to October of this year, Genesis sold 15,508 G70, G80 and G90 sedans and 24,112 of its GV70 and GV80 crossovers in the United States. Both crossovers have been launched within the past year. Next year, Genesis will launch the GV60 EV crossover and the Electrified G80.

But sometimes Genesis always seems like the “best-kept secret in the business,” Marquez said, and that needs to change. The automaker will shift more advertising to television in order to reach a larger audience with its brand message. Digital and experiential marketing will continue, she said.

Marquez was appointed COO of Genesis Motor North America at the end of September and reports to Jose Muñoz, CEO of Hyundai Motor North America and Global COO of Hyundai Motor Co.

As Marquez resumed his new job, the automaker said Automotive News that Mark Del Rosso was stepping down as CEO of Genesis Motor America after a three-month leave to settle a personal matter.

Most recently, Marquez was CEO of Hyundai Motor Mexico. Prior to joining Hyundai in November 2019, Marquez held management positions at Nissan North America, notably within the Infiniti brand. His tenure at Nissan overlapped that of Muñoz, who was president of Nissan North America.

The public profile of the Genesis brand will also benefit from the upcoming launch of its first stand-alone dealerships, Marquez said. Currently, Genesis vehicles are sold in Hyundai stores.

The first Genesis exclusive store is slated to open in the first quarter of next year, she said.

Genesis expects to have around 150 exclusive dealers by 2025, Marquez said. The Genesis brand will also have greater differentiation within Hyundai stores that continue to sell the luxury brand.

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