Genesis Motor China CEO Markus Henne: Building a Luxury Auto Brand in China

ShanghaiZhan: All Things China Marketing, Advertising, Tech & Platforms

Meet Genesis Motor China's CEO Markus Henne as he describes his experience of building a luxury auto brand in China from the ground up. Markus joined Genesis Motor in 2019 from a distinguished career at Mercedes-Benz, and it has only been since October of 2021 that they have begun to distribute cars. How to build a luxury brand amongst all the competition? How to keep customers interested for 6 months after they have put down their deposits? Today's episode is sponsored by our friends of Campaign Asia.
1. How did you end up in China and what are you driving these days?
2. What's different about a Genesis, and what's it like working in the car industry these days? The advantage of a blank canvas
3. Hiring people outside of the industry is key to the Genesis Experience.
4. Advantage Direct-To Consumer model, especially in China
5. What aspects of the Genesis Experience can be exported from China?
6. Big brands want to go to Direct-To-Consumer but they are bound by tradition
7. How do you keep Chinese customers active before they can get their car?
8. NEV/EV - is there a difference in customer experience from regular petrol cars?
9. EV & Petrol: appeal to different consumer groups
10. Expect the big auto players to come back against the new NEV players, but it will take time
11. How do you define Genesis luxury? What is "Athletic Elegance"?
12. How do you define luxury in the after-sales world?
13. Any big differences working for a Korean company vs. a German?
14. Hong Xiao Rou or Schnitzel: It's Schnitzel!
For everything ShanghaiZhan: http://zhanstation.com/
Donate & become a ShanghaiZhan Patron: https://www.patreon.com/shanghaizhan
Campaign Asia: https://www.campaignasia.com/
ShanghaiZhan Theme Music: by Bryce Whitwam
https://soundcloud.com/bryce-r-whitwam/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825ac
Bryce on Linkedin: https://www.linkedin.com/in/brycewhitwam/
Ali on Linkedin: https://www.linkedin.com/in/alikazmi/