DRIVING A GENESIS, LIVING THE 'SON-NIM' LIFE

SEOUL, April 8, 2025 — In the world of luxury cars, Genesis has masterfully carved out its own niche, not just with beautifully designed vehicles but also through a unique approach to customer experiences.

Buying a Genesis car isn’t merely about transportation. It’s buying an experience. And at the heart of this is a Korean philosophy that emphasizes treating customers as honored guests, known as “Son-nim.”

A Sanctuary of Comfort in Europe

At Genesis, Son-nim is more than a tagline — it’s a core belief that permeates every facet of the Genesis brand. Genesis cars seamlessly integrate into the lifestyles of their owners and become a trusted companion in daily life.

Such is the case for Manuela Orfanò, a team lead at GP Piping Systems in Switzerland, a producer of pipes for water and cooling applications.

Orfanò describes her GV60, an electric vehicle (EV), as her “private spa,” a sanctuary where she can unwind and prepare for the day ahead.

“I can tell you what my mom always says when she sits in the car,” Orfanò shares, “‘Manu, che lusso!’ [That’s Italian for] ‘Oh, what a luxury!’”

Among her favorite features is Remote Smart Parking Assist (RSPA), which provides her with a sense of ease that makes everyday life much smoother and more convenient.

Charlie Langhorne, co-founder and managing director at Wild in Art in the U.K., a platform for artists to showcase their work, compares his Genesis GV80 to a cozy “cocoon.”

He especially loves the heated steering wheel and seats, mentioning, “When I’ve had a long day, I’ve got a long drive ahead of me, I’ll get in and go, ‘aah,’ relax, and ‘now let’s drive!’”

The unmatched comfort and luxury of his spacious SUV especially comes in handy for his active lifestyle that includes cycling and running.

“I know the car is not going to worry about having my bike in the back,” he says. “Everything is so beautifully put together. Everything is so tactile.”

For Sebastian Wacht, partner at the management consulting firm W&W Beratung Maximilian und Sebastian Wacht in Germany, his Genesis GV70 strikes the perfect balance between comfort, reliability and understated elegance.

“Long-distance comfort is very important to me because I travel a lot for business when I meet with customers,” Wacht says.

Genesis’ exceptional customer service, including direct access to a technical assistant, deepens his appreciation for the marque. Most of all, Wacht mentions he appreciates the vehicle’s design, which is both stunning and subtle.

White-Glove Service in Canada

In Canada, Genesis owners like Robert and Doug cite the brand’s “white-glove” offerings as a vital component of their Son-nim experience.

A key highlight of these perks is none other than the tailored concierge service, which allows potential customers to arrange an at-home test drive and delivery to a location of their choice. The concierge also serves as the primary contact point after the purchase date, available to assist with maintenance tasks and any other issues that may arise.

“It’s perfect,” says Robert. “They're extremely respectful of my schedule and my time.”

So far, owning a Genesis has been nothing but wonderful, he says.

“My job is extremely busy and stressful, and I find when I have that transition time from leaving the office to home, getting in the comfort of my car is a wonderful experience,” he says. “The ride is the quietest ride I’ve ever had.”

When buying a Genesis, Doug was particularly impressed that he got answers to all his questions — a quality that’s ironically hard to find these days. 

“That wasn’t always the case with the vehicles that I’ve bought [in the past],” Doug confides. “I just love that they care and value me as a true customer.”

From the start, Genesis made the entire process effortless for Daniel, an avid skier and sports car enthusiast who owns a G70. Daniel’s Genesis Experience Manager delivered his vehicle to the ski hill when he finalized his purchase, creating a moment he will never forget.

“I was head to toe in ski gear when they delivered it to me,” he says. “It was so awesome.”

Daniel’s G70, he says, is the perfect match for his adventurous lifestyle, delivering luxury, performance and all-weather capability.

“The G70’s Comfort and Sport modes are a game changer. I stick to Comfort Mode for longer drives, but Sport Mode really shines on windy cottage trips, tightening up the suspension and making the car feel like a performance vehicle.”

Some other favorite features include the Head-Up Display (HUD) navigation, seat extender and the ability to start the vehicle and adjust the climate from his phone, the last of which is particularly useful in coping with the unpredictable weather of Ontario, Canada, where he lives.

“Whether I’m towing my jet-ski or navigating winter snowstorms,” Daniel shares, “the G70 always keeps me secure and ready for anything.”

Owner-Exclusive Events

The Genesis owner community is not just a group of vehicle owners but a network of Son-nim who genuinely share a deep appreciation for Genesis’ quality, innovation and customer-centric approach. Genesis gathers this community through yearlong events and experiences that allow owners to build connections with fellow Son-nim.

Orfanò’s unforgettable experience at the 2023 Genesis Scottish Open is just one example.

One of the top five tournaments on the DP World Tour, the Genesis Scottish Open is held every July at the exclusive Renaissance Club, located just outside Edinburgh in East Lothian, Scotland. Knowing how much she loves golf, Genesis invited Orfanò to participate in 2023.

“Getting the chance to play the same course with the same pin position was something I will never forget,” Orfanò recalls. “You’re not just buying a car; you’re buying an experience.”

For Jean-Francois, receiving an invitation to the 2023 NHL Awards in Nashville, Tennessee, was a once-in-a-lifetime opportunity that underscored Genesis’ dedication to creating memorable moments for its customers. The chance to engage with NHL coaches and alumni, paired with the brand’s hospitality, made the event truly special, he says.

“My experience with Genesis has been amazing,” notes Jean-Francois. “From the vehicle selection to delivery, everything has been a 10 out of 10.”

Jean-Francois’s enthusiasm for the brand was echoed by fellow Son-nim Keith and Rochelle, both of whom joined the 2024 NHL All-Star Weekend in Toronto, Canada.

Keith, along with other Genesis owners, were treated to a VIP experience that included going shopping with NHL alumni Tie Domi.

“When my friends enviously asked how I won such a cool prize, all I could say was I just bought a vehicle I’m really happy with,” Keith remarks. “With respect to performance, design, vehicle appointments and technology, my Genesis rivals any luxury vehicle I have owned.”

Rochelle wholeheartedly agrees. “As a Genesis owner, I continue to receive exceptional service,” she says. “I highly recommend Genesis for their luxurious vehicles, exemplary service, expertise and dedication to their clients.”

Disclaimer: The Genesis owners in Canada mentioned in this article are identified solely by their first names, reflecting their choice for privacy.