In 2022, Eric Marshall began his career as Director of Genesis Canada. Marshall was born and raised here and was deeply influenced by Canadian culture. He has been with Hyundai since 2015. He started out as a product manager at Hyundai and transitioned to senior sales manager for the brand following the launch of Genesis Canada in 2016. He was then promoted to National Sales Manager in 2019, demonstrating his outstanding leadership and vision. In this issue of Supreme, we had the honor of having an in-depth interview with Director Eric Marshall to explore his insights and vision for the future development of Genesis, and to reveal his strategies and concepts that will lead the brand to success.
Can you share the model of car you personally drive every day? Do you have a favorite car model?
I've had the privilege of driving several models in the Genesis lineup, and I'm currently driving the GV80 SUV. This car not only displays the elegance and sophistication that I admire, but also meets my family's needs for space and functionality. We are excited about the all-new GV80 Coupe, which will be launched this summer. This car will become a Genesis icon and greatly elevate the brand to new heights in refinement, technology and performance.
What do you think is unique about the Canadian market compared to other countries?
In Canada, Genesis customers face unique winter challenges, and we often ask ourselves how we can alleviate a common pain point: winter vehicle maintenance. To this end, we recently launched a program that is unique to Canada called the Seasonal Care Offer Plan. In addition to existing ownership benefits, the price also includes a set of Michelin X-Ice winter tires, 20-inch black alloy Genesis wheels, and five years of storage, seasonal installation, and valet service.
What is special about the Chinese-Canadian market for Genesis?
We value diversity at every level within our company and our dealerships. Genesis Canada dealerships have very low employee turnover, and we believe it would be a significant mistake not to hire and retain an employee that reflects our diverse customer base. Customers see themselves in our employees, and employees see themselves in our customers. As a result, the people who manage our facilities across Canada come from the communities they serve. Many of our employees at our locations in Vancouver and Toronto are fluent in Mandarin and Cantonese.
With the recent launch of the Genesis Electrified GV70 and Electrified G80, what do you think are the main elements that consumers are most looking forward to and paying attention to?
Our award-winning electric vehicles offer customers the luxury of Genesis vehicles that combine advanced technology and safety systems with a quiet and impressive all-electric powertrain. This all seems simple, but it hides another feature that helps our customers save valuable time: Genesis electric vehicles are known for their superior charging technology, with charging speeds far exceeding the average, which is highly appreciated and recognized by our customers.
Given the importance of sustainability today, what strategies and commitments has Genesis put in place to promote a more sustainable future?
Last year our parent company made a significant donation to OneTree Planted. Based on our feedback, they planted 50,000 trees in British Columbia to assist with post-wildfire reforestation projects. In our vehicles, sustainability takes center stage in our manufacturing and logistics decisions and is reflected in the efficiency and use of materials in our products, such as the Genesis EV, which incorporates both natural and recycled materials to minimize impact on the environment.
Taking the Electrified G80 and Electrified GV70 as examples, the roof lining, pillars and sun visors are all made of fabrics made from recycled nylon yarn and PET bottles, while the GV60 makes extensive use of seat coverings and door center trims made from PET bottles, discarded fishing nets and marine materials. In the flagship G90, the vehicle's wood trim is made from a combination of recycled newspaper and wood, while the seats and center console armrest are bioprocessed and dyed with natural dyes and extracts from pine, linseed and rapeseed oils.
In addition to sustainability, virtual worlds and artificial intelligence also received much attention. Can you share any collaborations or plans Genesis has in these areas?
We recently partnered with Polyphony Digital to bring the 2024 X Gran Berlinetta VGT concept car to the iconic Gran Turismo racing simulation game. We bring the stunning X Gran Berlinetta VGT concept car to what is considered the most influential racing game of all time.
As the Director of Genesis, what new factors, changes or challenges have you encountered that you have not faced before?
In my more than 25-year career, I have never seen a partnership as passionate and collaborative as that at Genesis Canada. From our sales and service personnel on the front lines to our executives in our dealer network and every employee at our headquarters, everyone is focused on the success of Genesis. It's hard to describe the joy we feel when our friends say, "I'm going to check out Genesis" or "I'm impressed by the new Genesis models," especially since Genesis was unknown to people not long ago.
As the director of Genesis, what are your future goals?
We focus on three areas: the customer buying experience, the ownership experience, and making Genesis a leader in the automotive services industry. Every day, before every project task, everyone at Genesis asks themselves whether what they are about to do contributes to these three goals. As we continue with this mindset, we are carving our own path as a distinct brand, one that means Genesis represents a new type of automotive experience: one that is customer-centric and has service-oriented characteristics not found in traditional luxury vehicles. We are working hard in these directions through creativity and perseverance.
