In the world of luxury cars, manufacturers compete by appealing directly to the senses. They fall over themselves to make their cars aesthetically pleasing while adding the likes of more leather, more power, more sound insulation, and more technology. But Genesis took a different approach to one very important part of the luxury car ownership equation: It decided to hang some of its value proposition on the most precious resource of all, a buyer’s time. In doing so, it stole a march on some of the highest-end players in the game.
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