Genesis Motor America


Luxury automaker Genesis engages Cover for strategic market entry expertise and to assist with influencer relationship expansion.

After a multi-year representative relationship with Genesis's parent company, Hyundai Motors, Cover was invited to advise the U.S. general manager and marketing executives on strategic ways to engage luxury auto buyers. Advisory tactics included building relationships with non-traditional influencers, professional athletes, and celebrities, securing speaking opportunities for senior executives, and pitching profile and feature stories in national lifestyle publications. Message communication highlighted automaker's dedication to safety, style, and affordability. Cover was instrumental in elevating prestigious awards given to Genesis and its brand elevation during the 2017 NFL Super Bowl in Houston.

As the newest luxury car brand entering the U.S. market, Genesis needed a team that not only had media relationships and expertise but was strategic and knew how to engage influencers and trendsetters. Engaging Jarvis and his team proved to be critical to our short and long-range goals.
Cover was retained by the NFL to help elevate initiatives led by the league's Office of the Chief Diversity Officer and Football Operations.
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