It's the main reason I didn't go for a new G70. The depreciation has a lot to do with the brand's lack of presence and appeal against its competitors. The quality is there, but why would a BMW/Audi/Mercedes owner give up the status over a few thousand dollars difference? That's at least half the reason most of them buy those cars. Genesis is going to have to price their cars much more competitively in order to establish itself more, and while I like what they're doing with the complimentary maintenance and keeping owners away from the dealerships, they've come into the market with a bit too much self-assurance about who they are while remaining largely unnoticed by the luxury market.
You are right in my opinion about many consumers buying BMW/Audi/Mercedes for the
badge prestige and status. Genesis is a great product with similar features for the cost, but Genesis does not have the same presence as those luxury brands. The Genesis is nice until you actually do a real side-by-side comparison to a nicely equipped BMW. The difference is night and day when you look at the details. I know for fact that my local Mercedes dealership offer much better service than the local Hyundai dealership, so that alone will keep most potential upscale car owners away from the Genesis brand in my opinion.
Genesis is nice "budget" luxury brand, but it will never actually be a true competitor for BMW or Mercedes because those owners are not concerned about saving money as opposed to the prestige of owning a certain
badge for maintaining a certain image of success.
I used to be one, until I wised up and it has saved me some money over the years. My last true luxury car was an 2011 Mercedes E350 4matic that purchased near new with less than 10k miles and it was nice but I decided to buy cheaper more optioned out "budget" luxury cars to save money as i noticed that many of the 2014 "budget" luxury cars were better optioned. Most of my coworkers gave me flack about trading it for an new 2014 KIA Optima SXL, but the Optima had better options like heated and cooled seats and a better audio system. I just got over the
badge identity. Now, I just buy a used car that is quick and fully optioned out for the best price regardless of the
badge like my current 2015 Genesis.
Note: My Mercedes depreciated alot in the three years I owned it. I paid about $45k for it used with 10k miles and it was only worth about $32k when I traded it with only about 25k miles three years later.
My old 2011 Mercedes E350. Very nice looking, but had dated technology and was a bit slow off the line.
The 2014 Optima SXL I traded it for. Quicker and had better tech like blind-spot monitoring and power folding mirrors that my 2011 Mercedes did not have.
