Genesis boss - success is about respecting the customer
“Europe is the toughest market in the world”, so says Dominique Boesch, managing director of Genesis Motors Europe.
It might seem like madness, then, for a nascent car brand to be launching here in the midst of a global economic crisis. Especially a Far Eastern brand trying to push its way into a premium segment utterly dominated by three long-established European marques.
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Hide AdBut Boesch is bullish that Genesis - the luxury offshoot of South Korea’s Hyundai - can succeed where others have failed and carve itself a niche among the four rings, three-pointed stars and blue and white propellers.