TORONTO, Nov. 21, 2016 /CNW/ - Today marks the launch of Genesis Motors Canada, a new entry into the automotive industry that will compete by going beyond simply delivering world-class vehicles, to exceeding customer expectations with a modern, human-centred purchase and ownership model. Genesis will compete amongst the best automotive brands in the world with vehicles that deliver refined performance and athletic elegance in design. However, setting Genesis apart from competitors will be human-focused innovation creating a stress-free customer experience. Key to that approach will be a modern, comprehensive online platform to empower a luxury automotive customer in ways unique to the industry. For example, potential owners will be able to schedule a "Genesis at Home" demonstration and vehicle test drive with a Genesis representative at a location of their choosing. They can even complete lease or finance paperwork, make a deposit, and place an order for a new vehicle through the digital platform from the comfort of their home or office. Equally important, all quotes are transparent, with set, all-inclusive pricing. As a result, every price for a Genesis vehicle not only includes delivery and destination charges typically added-on at purchase, but also services such as complimentary scheduled maintenance and navigation software updates for 5 years or 100,000 km. Further, the Genesis at Home concierge service extends from the purchase process into the ownership period where customers can have their vehicle picked up for scheduled maintenance, left a courtesy vehicle, and returned when complete. "We recognize that most every vehicle competing in the luxury segment is a well-designed product. It has to be; an excellent car is what all luxury customers expect from the outset. Genesis is different and goes beyond exceptional cars by providing a human-centred purchase and ownership experience," says Michael Ricciuto, Director of Genesis. "Genesis will bring the brand into customers' lives in a harmonious way, saving them time with simplified, set pricing, fully-equipped models, and the Genesis at Home concierge service for sales and service." The Genesis product line-up will initially count two models - the G80 mid-size luxury sedan and the G90 full-size luxury sedan - before expanding to six models by 2021, including a sports coupe, smaller sedan, and SUVs.