A flagship store in the heart of Sydney’s central marked the start of Hyundai’s luxury Genesis brand in Australia with strong intentions.
The launch is part of plans to push the upmarket name to more locations. Genesis models are currently only sold in selected areas, and Australia becomes the first market to receive cars in right-hand drive.
A pair of saloons are the first models on sale, but Hyundai has ambitious plans for the Genesis label, with more cars to follow.
Premium lifestyle experience
The roll-out of Genesis in Australia more resembles the launch of a technology brand, rather than a traditional car company.
Somewhat ironically, the Genesis store is located on the pedestrianised Pitt Street Mall in the centre of Sydney. A giant spiral staircase is surrounded by a showpiece curved LED screen, hoping to maintain the premium experience.
Although potential customers can meet with Genesis Experience Executives in store, the company aims to make the car buying process even easier through online sales.
Buyers can have a car to test drive brought directly to their home, configure and order a car online, and have their new Genesis handed over at a convenient location. Servicing and maintenance is also handled by a concierge service.
Sporty or luxurious?
Kicking off the right-hand drive Genesis range in Australia is the G70 sports saloon. Designed to compete with the BMW 3 Series and Mercedes-Benz C-Class, the G70 collected the prize for 2019 North American Car of the Year.
Related to the popular Kia Stinger, the G70 is offered in both rear- and all-wheel drive formats. A 2.0-litre turbocharged four-cylinder engine is standard, with the option of a more powerful 3.3-litre twin-turbocharged V6 available.
Also hitting showrooms is the larger Genesis G80 saloon. Offered with a 3.8-litre V6 engine, Australian buyers are currently denied the more powerful 5.0-litre V8 version of the G80 sold in other markets.
Intended to be a refined executive four-door, the G80 includes features like LED headlights, a 17-speaker audio system, and an Australian-market tuned adaptive suspension system.
Just the beginning
Both the G70 and G80 come with a five-year/unlimited mileage warranty, combined with five years of servicing and roadside assistance as standard. Drivers also get updates to sat nav maps for five years, too.
Opening the flagship Sydney Studio, Executive Vice President, Global Head of the Genesis Brand, Manfred Fitzgerald noted that the store “ushers in a new exclusive way to buy and own a luxury car, providing customers with all-encompassing premium ownership experience”.
The company has also confirmed that an SUV model will join the Genesis range in Australia by 2020.