Genesis expands Australian retail network

Hyundai’s luxury brand Genesis is expanding its customer reach in Australia with the opening of a flagship retail outlet in Melbourne’s CBD, which joins the existing store in Sydney’s Pitt Street Mall and will be followed by a third facility in Brisbane next year.

Two new test drive centres will also open in Brisbane and the Gold Coast in the fourth quarter of this year as the South Korean brand expands its line-up with new models including the forthcoming Genesis G80 Sport sedan and the GV70 mid-size SUV that launches this month.

The Melbourne outlet occupies a “minimalist” one-level space inside the Emporium Melbourne luxury shopping centre at 287 Lonsdale Street, which is set to display the new Genesis GV70 as well as the current G70, G80 and GV80. 

Said to evoke the Korean aesthetic philosophy of the ‘Beauty of White Space’, the Melbourne studio features an 18-metre floor-to-ceiling LED backdrop, as well as dark wood panelling and concrete interior finishes.

There’s no word yet on a dedicated test drive centre in Melbourne – as seen in Sydney, where there’s a centre in Parramatta that has just relocated to 87 Church Street as well as one at Hyundai’s headquarters in Macquarie Park (394 Lane Cove Road) – but vehicles can still be delivered to prospective buyers’ workplace or home for a test drive. 

“The new flagship Melbourne studio showcases the latest Genesis luxury models in an artistic environment, whilst providing an exceptional customer experience,” said Genesis Motors Australia CEO Jun Heo.

“Genesis is focused on sustainable sales growth. We are building momentum locally with an expanding retail presence and exciting new models are on the horizon.

“With the imminent introduction of our second SUV, GV70, and electric vehicles arriving next year, we expect to see a gradual increase in sales in the second half of 2021 and beyond.

“Genesis will be driven by great product and customer experience. Our new Melbourne studio encapsulates this philosophy in one place.”

Genesis is set to launch three pure-electric models in the first half of 2022, the first of which is confirmed to be a zero-emissions version of the G80 sedan.

The other two EVs are still yet to be announced, however Genesis has all but confirmed the arrival of a Hyundai Kona-based electric GV60 small SUV, while a flagship GV90 EV is also on the cards.

A spokesperson for Genesis Motors Australia told carsales that “alternative propulsion is at the core of our product development strategy”.

“Our goal is to offer alternative propulsion in all segments of our product portfolio,” he said.

For the six months ending June 30, Genesis has sold 258 cars in Australia, led by the GV80 with 184 units.