After more than a year in Sydney, Genesis finally has a presence on the ground in Melbourne.

    Hyundai’s burgeoning luxury brand has opened its boutique-style Melbourne Studio at the Emporium shopping centre, as it prepares to launch the BMW X3-rivalling GV70 SUV in Australia.

    The Melbourne Studio follows one in Sydney’s Pitt Street Mall, and will be joined by a Brisbane Studio in 2022.

    Genesis is also expanding its network of Test Drive Centres, physical locations where potential buyers can get behind the wheel, not just peruse the cars in a shopping centre.

    The first Test Drive Centre is moving to a larger location in Parramatta, as Genesis also plots the opening of Brisbane and Gold Coast centres later in 2021.

    Test Drive Centres aren’t the only way people can get behind the wheel of Genesis.

    Rather than using a broad network of dealers, Genesis will deliver cars to wannabe owners for a test drive within 70km of the Melbourne, Brisbane, or Sydney CBD.

    It’s also paired with Ovolo Hotels to offer guests time behind the wheel of a G70 sedan.

    Although it’s coming off a low base, Genesis is growing in 2021.

    The GV80 SUV is its biggest seller, although that’s expected to be short-lived once the smaller and more affordable GV70 touches down and is treated to a formal launch.

    “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,” said Genesis Australia CEO, Jun Heo.

    “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.”

    Scott Collie

    Scott Collie is an automotive journalist based in Melbourne, Australia. Scott studied journalism at RMIT University and, after a lifelong obsession with everything automotive, started covering the car industry shortly afterwards. He has a passion for travel, and is an avid Melbourne Demons supporter.

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