Genesis expands in Sydney, but no Brisbane showroom until 2021

Hyundai’s luxury vehicle adds to test drive facilities in NSW.

Queensland may be winning the battle of the football codes, with both the AFL and NRL relying on the Sunshine State to stage their coronavirus-impacted competitions, but we’re having no such luck with Korean luxury car maker Genesis. 

The luxury vehicle arm of Hyundai has announced an expansion of its Sydney operations, with a new test drive facility for Parramatta and another due in the coming months.

The company also confirmed a Melbourne showroom would open later this year, but it would be 2021 before there was a Genesis showroom in Brisbane. 

The Korean marque is reportedly looking at sites in Brisbane’s luxury automotive-retail precinct in Fortitude Valley, but there’s no word yet on whether it will be a display only “studio”, a test drive centre, or a combination of the two.  

Genesis launched here in 2014 with a long-wheelbase luxury sedan dubbed the Hyundai Genesis, but which has since thrown off the Hyundai connection and is now known simply as the Genesis G80. That model was joined last year by the smaller and sporter BMW 3-Series sized Genesis G70 sedan. 

After its soft launch under the Hyundai brand in 2014, Genesis Motors Australia relaunched as a standalone operation last year, with the aim of “redefining the luxury car purchase with an effortless ownership experience built around the Genesis-To-You concierge service”.

The latter involves providing at-home test-drives, personalised new vehicle deliveries, and a concierge service for maintenance, including the drop-off of a courtesy car. 

The company also introduced a controversial direct sales model that means you can’t buy via a dealer, but instead need to visit the Genesis studio, or fire up the computer and buy via what was claimed to be “Australia’s first fully transactional automotive online sales portal.”

Genesis test drive centre

The company’s trendy showroom-cum-studio in the heart of Sydney’s Pitt Street Mall is notable for its slick experiential style, with vehicles housed in a multi-story CBD facility and sharply suited sales folk who serve a cracking latte, but can’t provide the usual spin-around-the-block test drive.

The opening this week of the Genesis Test Drive Centre in Sydney’s Parramatta gets around that problem – for Sydneysiders at least.

It’s the first significant facility expansion since the brand’s local relaunch and will be followed by a second Sydney Test Drive Centre, planned for the company’s Macquarie Park headquarters. Genesis also confirmed it would establish a Melbourne operation later this year and, eventually, a Brisbane facility in early 2021.

The new Sydney Test Drive Centre is described as a “minimalist, pop-up-style” designed to provide a quick and convenient way to experience Genesis vehicles on the road. 

The facility also showcases the Genesis range, which at this stage includes the G70, and current G80 sedans, as well as examples of the new BMW X5-rivalling GV80 SUV.

The latter is due to launch locally in September or October, followed shortly thereafter by an all-new G80 sedan.

“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 Jun Heo, CEO of Genesis Motors Australia.

Genesis test drive centre

“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.”

It’s worth noting that if you’re the kind of luxury buyer who likes to haggle over the price of your new car, then Genesis might not be the brand for you, thanks to its fixed-price sales model that stipulates no discounts.

Instead, Genesis is offering a comprehensive ownership proposition that includes a five-year/unlimited km warranty; five-year or 75,000km complimentary scheduled servicing; five-year valet service; five-year roadside assist; and five-year “Genesis to you” concierge service.

So far this year Genesis has sold 63 vehicles, trailing luxury rivals Infiniti (197), Lexus (4740), Audi (7229), BMW (12580) and Mercedes-Benz cars (14,364). 

Elsewhere, Genesis is gaining in strength globally, having recently been ranked the top premium brand for the fourth consecutive year in the renowned J.D. Power 2020 U.S. Initial Quality Study (IQS), which is based on a survey of owners’ experiences.