|Jay Chang, left, global head of Genesis brand, poses with Christian Hardy, PGA Tour's senior vice president, after agreeing to become an official sponsor of the Presidents Cup golf event at the Jack Nicklaus Golf Club Korea in Songdo, Oct 10. Courtesy of Hyundai Motor Group|
By Baek Byung-yeul
Hyundai Motor Group's luxury car brand Genesis is capitalizing on golf events as a tool to bolster its presence in the high-end vehicle market.
The automotive group said Wednesday that Genesis became a sponsor of the Presidents Cup golf event and will provide vehicles to a team representing the United States and an international team representing the rest of the world except European nations during the men's golf tournament.
Genesis will provide official vehicles for the Presidents Cup in Charlotte, North Carolina in 2022 and display its automobiles throughout the venue. It will also serve as an official sponsor of the 2024 and the 2026 events which will be held in Montreal and Chicago, respectively.
Hyundai Motor said it plans to "offer a luxurious customer experience and further strengthen the Genesis brand's status in the global market through the official sponsorship of the Presidents Cup."
In addition to the Presidents Cup, Genesis is taking advantage of golf competitions in Europe and Korea as to raise its brand awareness.
So far, the car brand has sponsored top domestic and overseas golf events such as the Genesis Invitational of the PGA Tour, The CJ Cup, the Genesis Championship and the KPGA Korean Tour Genesis Point since 2017.
In the Korean market, the automaker successfully completed this year's Genesis Championship, a golf event of the KPGA Korea Tour, which was held at the Jack Nicklaus Golf Club Korea in Songdo, west of Seoul, last week.
In August, the car brand announced that it would officially sponsor the Scottish Open, one of the top four European Professional Golfers' Association (EPGA) Tour competitions with a total prize of more than $8 million.
Jay Chang, global head of the Genesis brand, said the company is approaching golf events as a platform that connects vehicles and customers.
"I think the role of the platform is to connect services related to vehicles and customers' lifestyles. Genesis is conducting marketing activity using golf as we think the sport can fill the connection," Chang told reporters after completing the Genesis Championship event at the Jack Nicklaus Golf Club Korea, Oct. 10.
Regarding the background of Genesis' decision to sponsor the Scottish Open, the global head said "we are trying to use golf as a marketing platform to enter Europe, the home of the luxury vehicle market."