When Amy Marentic took the helm as Chief Marketing Officer of Genesis Motor North America, she didn’t just inherit a luxury car brand—she inherited a challenge: redefine what luxury means in a rapidly evolving market. With a career spanning aerospace engineering, automotive leadership, and digital marketing, Marentic brings a rare blend of analytical precision and creative ambition to the table. Her mission? To make Genesis not just a premium brand, but a cultural force.
🚘 A New Kind of Luxury
Genesis has always positioned itself as a disruptor in the luxury automotive space. But under Marentic’s leadership, the brand is shifting gears—from exclusivity to emotional resonance. “Luxury today isn’t just about leather seats and horsepower,” she’s said. “It’s about how a car fits into your life, your values, your imagination.”
This philosophy is at the heart of Genesis’ latest campaign, “Pull in Imagination,” which launched alongside the 2026 GV80 crossover. The campaign features a surreal rainbow landscape, playful lighting, and a focus on family-friendly features like third-row seating. It’s a departure from the stoic, performance-driven ads typical of the segment—and it’s resonating with a broader audience.
👩👧👦 Marketing to the Modern Family
One of Marentic’s most strategic moves has been her focus on women and families—demographics often underserved in luxury automotive marketing. She understands that today’s luxury buyer isn’t just a solo driver seeking status; they’re parents, partners, and professionals looking for comfort, safety, and style.
By highlighting features like customizable ambient lighting, intuitive tech, and spacious interiors, Genesis is speaking directly to these consumers. And it’s not just about the product—it’s about the story. Marentic’s campaigns invite viewers to imagine themselves in the car, not just admire it from afar.
🧠 Engineering Meets Empathy
Marentic’s background is as multifaceted as her strategy. With degrees in aerospace and industrial engineering from the University of Michigan, she began her career at Ford, where she led iconic brands like Mustang and Bronco. Later, she joined Google, gaining deep insights into digital consumer behavior. At Circana, she helped global advertisers optimize media spend, blending data with storytelling.
This unique trajectory gives Marentic a powerful edge. She understands the mechanics of a car and the emotions of a buyer. Her approach is both analytical and empathetic—a rare combination in an industry often divided between product and promotion.
🏬 Elevating the Retail Experience
Beyond advertising, Marentic is reimagining the Genesis retail experience. The brand is expanding its network of standalone facilities, designed not just to showcase vehicles but to immerse customers in the Genesis lifestyle. These spaces are sleek, welcoming, and digitally integrated—reflecting the brand’s commitment to innovation and hospitality.
Marentic is also investing in local marketing efforts, ensuring that each dealership feels connected to its community. Whether it’s hosting events, supporting local causes, or tailoring promotions to regional tastes, Genesis is becoming more than a brand—it’s becoming a neighbor.
📱 Digital First, Emotion Always
In today’s market, digital presence is non-negotiable. But Marentic isn’t just chasing clicks—she’s crafting connections. Her strategy includes robust CRM initiatives, multicultural outreach, and a dynamic online presence that reflects Genesis’ evolving identity.
From immersive social media storytelling to targeted digital ads, the goal is to meet consumers where they are—and make them feel seen. It’s a strategy that’s especially effective with younger buyers, who value authenticity and personalization over prestige.
🌟 Looking Ahead
Genesis is at a pivotal moment. With a strong product lineup, growing brand recognition, and now, visionary leadership, the company is poised to redefine luxury for a new generation. Marentic’s approach is holistic, human-centric, and refreshingly imaginative.
She’s not just marketing cars—she’s marketing possibilities. Under her guidance, Genesis is becoming a brand that invites you to dream, to explore, and to feel. And in a world where consumers are craving connection more than ever, that might be the most luxurious offering of all.
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