INTERVIEW Genesis enhances brand image, recognition through golf
Hyundai Motor Group Executive Chair Chung Euisun, left, poses with 2022 Genesis Scottish Open winner Xander Schauffele, in front of the Genesis GV70 electric model at the Renaissance Club, in North Berwick, Scotland on July 10, 2022. Courtesy of Hyundai Motor Group
By Kim Hyun-bin
Hyundai Motor Group has been pushing to enhance the image and recognition of its luxury brand Genesis in the global market. As part of such efforts, the automaker has been sponsoring major international golf tournaments.
Song Min-kyu, global head of Genesis, said in an interview with The Korea Times, Wednesday, that the prestigious sports events were selected to promote the automotive brand, as they share the ideals of “respect, integrity, and excellence.
“We are committed to building a legacy through golf, and we believe that our differentiated standards of design, technology, and hospitality will help us to achieve this goal,” Song said. “As Genesis expands its market globally, we would also like to expand our global golf platform to be closer to our customers in major markets.”
Genesis has been involved with the sport ever since the brand was launched on the global stage in 2015, sponsoring six international golf tournaments including the Genesis Invitational, Genesis Championship, the Presidents Cup and Genesis Scottish Open.
Song Min-kyu, chief operating officer of Genesis / Courtesy of Hyundai Motor Group
He is enthusiastic about the upcoming 2023 Genesis Scottish Open, one of Europe's most prestigious golf tournaments, set to kick off at the Renaissance Club in North Berwick, Scotland between July 13 through July 16.
“This year, we are looking forward to another world-class field, and having our Korean players compete against the best golfers in the world,” he added. “We worked tirelessly to upgrade the level of care for players and their companions to reflect our uniquely sophisticated approach to hospitality, where we treat all our customers and stakeholders as 'son-nim,' or honored guests.”
Song believes sponsoring world-class tournaments creates more opportunities on a global scale, and the Genesis Scottish Open could enhance recognition of the brand, which is relatively new in the market, as well as being a means to reach out to more European customers.
The Genesis brand has been making strides since its launch in Europe in May 2021 and has been pushing to transition to electric with the launch of three electrified models ― GV60, G80 and GV70.
“We began our momentum in Europe last year, and this year, we're making strong progress in the region, the home of premium luxury cars, by continuously expanding our lineups and brand spaces. In fact, our new studio located in Edinburgh is set to open next week, further contributing to our growing brand presence in the UK market,” Song said.
Song has been the Global Head of Genesis & Chief Operating Officer (COO) of the luxury brand since the beginning of 2023. He was appointed COO in September 2021 and played a leading role in strengthening global business operations, elevating the brand's value in the luxury automobile market.?