My lens is cultural. From that perspective, consumables can tell us much about a society. Korean premium and upmarket trends are an area I research and follow carefully.
In reflecting back on more than 15 years of writing on the topic especially related to the Korean car market and specifically Hyundai Motor Company, I was honored to attend the New York International Auto Show and the unveiling of Genesis Motor ‘New York’ concept car.
The premium brand launched its first model, the G90 (badged as EQ900 in Korea), in January with plans for 6 models in the line-up by 2020. We can expect to see elements of the well–received ‘New York’ concept in future Genesis Motor models.
The brand reflects Luxury Evolving, with a human-centered focus connecting mobility with cutting edge technology.
From a cultural perspective and although the design team is very global, plus heavily influenced by its German leadership, I see these brand qualities aligning well with the modern strengths and aspirations of South Korea.
Connect Deeper
Interested in how I work with companies and in particular Genesis, Stacey, my personal assistant at stacey@koreabcw.com can coordinate a time for us to chat.
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