At We Are Acuity we’re big fans of automotive. It’s in our DNA, we love partnering with our auto clients and they’ve been an exciting part of our business since day one.
It’s an industry that has seen a huge amount of change and disruption in recent times and it’s fascinating to see how things are developing when it comes to Retailer Marketing. For example, Online Selling and Click & Collect, long established within retail and our everyday lives, has now been launched by many auto brands.
Elsewhere, OEMs have introduced brand stores in city shopping centres such as Westfield, taking the product to the people in an environment they’re comfortable and familiar with. And there’s been much in the automotive press over the last 12 months about the introduction of the 'agency model’, where the purchase of the car will happen directly with the brand, changing the dealership to an experience destination centre where test drives can be hosted, aftersales services carried out and the brand story told. How this will play out, by which brands and how quickly, remains to be seen. We’ll be watching with interest.
The automotive retailing landscape is undoubtedly shifting and this week we’ve come across another great example from Korean brand Genesis.
In late 2021 they opened Genesis House within the heart of the Meatpacking district in New York City. But Genesis House isn’t your everyday city dealership, with the brand describing it as an immersive destination for elevated exploration, fine dining and cultural celebration, inviting you to discover the soul of Genesis.
As you’d expect, you can get up close to the latest in luxury Genesis products and future concept vehicles within a boutique-style showroom, hosted by product experts. You can even take a test drive at the nearby Genesis Studios located at Hudson Yards.
But Genesis House is far more than cars on display. At 46,000 square feet it’s a temple to Korean culture delivering stunning event spaces, a Tea Pavilion where you can experience a traditional Korean tea service and a Library filled with hundreds of rare volumes of books ranging from fashion to photography and architecture. If this wasn’t enough there’s also a garden terrace with views of the Hudson River and Lower Manhattan and a contemporary restaurant helmed by the Michelin-starred team of Seoul’s Onjium. It’s one of the few restaurants in the city where you taste Korean Royal Cuisine, with traditions dating back to the 1300s. It’s brand engagement taken to the next level.
The future of car retailing is evolving rapidly and it’s great to see the boundaries being pushed by brands such as Genesis. It certainly feels like the Korean brands are at the forefront of new initiatives and ways of thinking.
If you work within automotive, be it a retailer or at brand level, we’d love to understand your view and talk to you about the future of auto retailing. Why not schedule a FREE 30-minute assessment today here? It will be well worth your time.
Or alternatively read more about Local Marketing on our blog page "Local Thinking': https://www.weareacuity.com/local-thinking-our-blog