Hyundai’s luxury brand has opened its second physical store in Australia.

Genesis this week unveiled its first “Test Drive Centre” in Parramatta, joining its flagship boutique-style store in Sydney.

Unlike the Pitt Street Mall boutique, the Parramatta Test Drive Centre will allow potential buyers to get behind the wheel – previously, anyone keen to test drive a Genesis had to arrange an appointment online, before the car was delivered to their house by a company representative.

It’s also designed to make it easier for potential buyers to trade in their existing cars. Although it hasn’t been labelled a dealership, the Test Drive Centre is far closer in execution to a conventional showroom than its existing boutiques.

“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, Genesis Australia CEO.

“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.”

Genesis is still finding its feet in Australia, having sold 63 cars to the end of June this year. Although that’s up on the 38 it managed during the same period last year, it’s also less than Alfa Romeo (148), Chrysler (136), Ferrari (110), and recently-retired brand Infiniti (107).

New product is coming, however. The BMW X5-rivalling GV80 will touch down in the third quarter or 2020, with the large G80 sedan coming late in the third quarter or early in the fourth.

A GV70 SUV to take on the Audi Q5 and BMW X3 is also in the works, along with a facelifted G70 sedan. A more practical G70 Shooting Brake appears to be coming, too.

Genesis will also open a boutique-style shop in Melbourne later this year, before expanding to Brisbane in 2021.

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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