Genesis opens first Australian test drive centre

Genesis, the Hyundai-owned prestige auto brand that so far has just one capital-city ‘studio’ in Australia instead of traditional dealerships, has opened its first test drive facility Down Under.

Located in the western Sydney suburb of Parramatta, the first Genesis Test Drive Centre joins the Genesis Studio (showroom) that opened on Pitt Street in metropolitan Sydney last year.

The idea is that erstwhile car shoppers would waltz into the Genesis studio in Sydney (locations in Melbourne and Brisbane will follow late this year and in 2021 respectively), and then test drive vehicles in Parramatta.

The Genesis Test Drive Centre is offered as an adjunct to the current system whereby potential buyers schedule a meeting and a Genesis rep delivers a car to their residence or workplace for a test drive.

The newest Genesis facility is located at 10 Marion Street, Parramatta and allows buyers to test its entire range of vehicles, which currently comprises only the G70 and G80 sedans but soon to include a large SUV, the six-cylinder diesel-powered Genesis GV80. The mid-size Genesis GV60 will follow.

A second Sydney test drive facility will be opened at Genesis Motors Australia’s Macquarie Park headquarters in a matter of months and, like the Parramatta location, will also offer sales, trade-ins and vehicle servicing functions.

Genesis also plans to open showrooms in Melbourne and Brisbane by year’s end.

“The addition of our first Genesis Test Drive Centre introduces a new way for our customers to experience the range of Genesis vehicles, and complements our flagship Genesis Studio,” said Genesis Motors Australia CEO, Jun Heo.

“The Genesis Test Drive Centre concept gives our customers even more choice in the way they can experience, purchase and own their new Genesis, in line with our focus on delivering unprecedented luxury.

“Going forward, it is our intention to continue with flagship Genesis Studios, supported by satellite metro Test Drive Centres,” he said.

Genesis is hoping to change the way customers view the entire car buying journey, from purchase to servicing. The Korean luxury car brand also offers what it calls a ‘full online purchase experience’.

However, Genesis will not budge on prices, saying its “industry-first, no-haggle pricing” is non-negotiable, but promising an all-inclusive ownership experience for the first five years.