When Genesis first entered the US luxury market, it faced stiff headwinds. After all, it had to persuade buyers to trust its products in a premium segment where resale confidence, heritage, dealer familiarity, and brand recognition were some of the primary drivers. In that environment, Genesis was ready to offer the expected tempters with good horsepower figures, stitched leather, and a long equipment list, but it also played its trump card in the form of an extended warranty.
