2021 can be summed up in two words: the perfect storm. So perfect, that even when we thought the difficulty was behind us, again and again a new challenge popped up that forced us to be creative and react accordingly. In the project we produced last year in collaboration with Globes, we met managers who were not afraid to dare, saw a threat as an opportunity and managed to steer their organizations towards new successes. In light of the warm responses we received, we decided to turn the project into a tradition, under the Beyond Expectations concept, on which the GENESIS brand in Israel was built; A concept that requires us to surprise every time anew, despite everything, and to concentrate on what we do best – to think how we can do even better.
During the corona crisis, which although seems far away but its signs are far from over, I came across a quote attributed to an American general named Eric Shinsky:
“If you don’t like change, you’re going to like irrelevance even less” and this is exactly what differentiates brands and organizations today and will continue to differentiate them over the coming years: their ability to innovate, change, surprise and adapt to the new reality. Don’t take anything for granted And no situation is taken for granted. The best thing you can do is to take a smooth and clean white page, and rethink the processes that have accompanied you for many years, perhaps too many years. The consumers, the workers, the markets, global variables – it seems that everything resets itself and we all must be with Finger on the pulse and alert than ever.
In this new world, we at GENESIS took it upon ourselves to launch a young and innovative luxury brand in Israel. We did this quietly and among a particularly curious and picky target audience, such a yearning for a more advanced and up-to-date experience than what they were familiar with. We set out with the belief that we have in our hands a winning product in technology, design, performance and safety, one signed by the greatest talents in the global automotive industry. We wrapped everything in a luxury experience that customers in Israel have not yet met. We went down to the smallest details in the customer’s journey: the type of coffee, the cookie that will be served with it, the soap and the paper for wiping the hands. Yes, that’s how deep we went. We carefully selected the people and put together a new team in Kalmomobil, motivated to win and inspire, in accordance with the brand’s values. Today, looking back, I am proud to say that more than 800 GENESIS customers are already driving on Israel’s roads and enjoying our ‘GENESIS One’ service, with a personal service manager available for them 24/7 on mobile and WhatsApp who turns your worries into his. This is a service concept that made a serious disturbance in the automotive world and in the luxury sector in particular, and even attracted particularly flattering satisfaction indicators. By the way, by the end of 2022, the number of deliveries is expected to climb to a thousand, thanks to an intensive relationship with the manufacturer, who, despite the global chip crisis and the problems in the supply chain, sees Israel as a strategic market and prioritizes it in regards to stock availability and models. The dramatic change in the automotive world is also taking place in the transition to electric vehicles, and we recently launched the first two 100% electric models in Israel, the GV60 and the Electrified G80. Soon the Electrified GV70 will also land here, the electric version of our bestseller, which breaks desirability and loyalty records and redefines the standard in its segment.
In the project before you, CEOs and CEOs in Israel share their personal experience, the changes they experienced and the need to be flexible in order to remain relevant in any crisis, even in the perfect storm. I have no doubt that you will leave here with a lot of inspiration.
Regards,
Dana Ravid-Menachem,
CEO of Genesis – Kalmobil Group