South Korean luxury automaker Genesis just launched a new program designed to shield customers from challenging and difficult-to-predict market conditions that could significantly impact the prices of new vehicles. For the next two months, the company’s Genesis Cares initiative guarantees the manufacturer’s suggested retail price (MSPR) of every model in the automaker’s lineup, meaning you won’t pay more, even if parts costs, import tariffs, or other uncertainties increase prices.
Price Protection In Unpredictable Times
This plan, along with Hyundai’s nearly identical Customer Assurance program, is designed to protect drivers from potentially staggering price increases if the Trump administration institutes tariffs that impact the automotive industry.
Through June 2, 2025, anyone who purchases or leases a new Genesis vehicle will not see any MSRP increase. “We know consumers are uncertain about the potential for rising prices, and we want to provide them with some stability in the coming months,” said José Muñoz, president and CEO of Genesis in a media release shared by the automaker. “Our MSRP commitment is just one part of our multifaceted effort to provide great vehicles to American consumers, while also supporting hundreds of thousands of jobs and investing billions of dollars in the most important market for our company,” he added.
- Genesis is guaranteeing new vehicle MSRPs through June 2, 2025
- Customers will not pay more if tariffs or other market fluctuations impact pricing
- Hyundai has introduced a nearly identical program to protect customers
This sort of price-protection strategy is great news for customers, but it only really works if automakers have an inventory of vehicles sitting on dealer lots to draw from. According to CarEdge.com, Genesis currently has a 115-day supply of new vehicles. Similarly, Hyundai is sitting at 133. Usually, car companies aim to have a 60-day supply of new models in stock, a number that has historically been considered ideal, so both of these brands are about twice that much, though they’re by no means the highest. Buick is at 138, Lincoln 169, and Mini has 186 days’ worth of inventory lying around.
The Genesis Cares initiative protects drivers from fluctuating MSRPs, though that is not necessarily the price you actually pay, because dealers ultimately set the price. If demand for a certain vehicle is high, dealerships will tack on market adjustment increases, though if something has been sitting around for months, they’re strongly incentivized to cut the price as much as possible to move the metal.
Taking Care Of Customers
To head off any economic fallout from tariffs, the Hyundai Motor Group is investing some $21 billion in U.S. manufacturing, money that should be spent between 2025 and 2028. This will expand the massive automaker’s manufacturing footprint in America, help introduce new technologies, and even create more than 100,000 jobs, both directly at the company and indirectly through various suppliers and other partner firms.
This massive investment is for the future, but the Genesis price protection program is in place right now. “Despite dynamic market conditions, the brand remains firm in its commitment to delivering an elevated sales and ownership experience for U.S. customers,” said Tedros Mengiste, Genesis Motor North America’s chief operating officer noted in an official statement. “At Genesis, we strive to treat every customer as our ‘son-nim,’ or honored guest,” and hopefully drivers feel well respected if they avoid potentially steep new vehicle price increases.
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