Genesis is a car manufacturer you’d probably never heard of two years ago, but in a short space of time the luxury arm of the Hyundai Motor Group has launched five models in the UK and is at the start of a bold transition to an electric-only future.

It competes in a space dominated by heavyweights such as Audi, BMW and Mercedes, but aims to disrupt the traditional ways of doing business with a digital sales model and a higher level of customer service.

There are no Genesis dealers; instead, the brand handles its vehicle logistics in-house and to ensure customers get a VIP-style experience, each one is assigned a Genesis Personal Assistant (GPA). The GPA remains the customer’s first point of contact all the way from their initial enquiry, through to ordering and then aftersales. It’s like having a concierge for your car.

And don’t think that fleet customers miss out, either. Genesis is very clear that all its customers will get exactly the same treatment, so company car drivers can enjoy the same benefits as retail buyers.