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Who's buying a Genesis? The buyer profile of the Korean luxury brand's Australian customers will surprise you

A Genesis buyer profile is emerging, and it's not who you might think it is.

Although Genesis is still establishing itself at the premium end of the Australian new-car market, sales are beginning to steadily build.

This comes in the transition from a focus on pure brand awareness, driven largely by boutique CBD ‘studios’, to a more hands-on experience, facilitated via an increasing number of strategically located ‘test drive centres.’

Genesis sold a record 85 cars in June, with 258 examples finding homes locally so far this year. Tiny numbers compared to a luxury powerhouse like Mercedes-Benz (16,141 YTD), but enough to build an early buyer profile.

So, who’s willing to take the plunge on a relative unknown in a segment dominated by ‘rusted on’ buyers steadfastly loyal to their favoured marque?

According to Genesis Country Manager, Connal Yan, “they’re coming from everywhere”.

Mr Yan said some are stepping up from Genesis’ mainstream stablemate, Hyundai, as well as other mass-market nameplates.

“They’re typically more approachable, not that brand-oriented, and willing to try different things, as long as they feel the quality of the product is there, and they like it after test driving,” he said.

But that’s not to say the likes of the German ‘Big Three’ (Audi, BMW and Mercedes), Jaguar and Lexus haven’t had a sliver of their market share fall to Genesis, too.

Most surprising, though, is interest from the very top of the luxury car pyramid. According to Mr Yan, “people shopping for a Bentley Bentayga, or even an Aston Martin”.

He added: “These people typically own several cars, and Genesis gave them a big surprise after looking at our products and test driving them. It was something they were really not expecting, and for those customers to buy another car, it’s no big deal.”

In the medium term, Genesis is set to remain focused on building brand awareness, with an added emphasis on expanding its retail coverage and evolving the customer experience.

To complement this, the brand will also be developing sports sponsorships (Golf is a global alignment for Genesis), as well as arts and culture partnerships to further connect with prospective owners.