Hyundai’s luxury arm Genesis has opened a new site in the heart of Melbourne.
The new studio at the Emporium Melbourne shopping centre joins Genesis’s existing Studio in Sydney’s Pitt Street Mall. With Victoria thrown into its fifth lockdown overnight, Melbournians will need to wait until at least next week to visit the store.
Genesis’s ‘Studio’ site for showcasing and selling its cars uses a minimalist styling scheme set over one level with the Korean design philosophy of “Beauty of White Space.”
Features in the area which is more like a luxury hotel than a car showroom include an 18-metre floor to ceiling LED backdrop, floor to ceiling dark wood panelling and burnished concrete finishes.
The latest Genesis sedans and SUVs are on show, including the GV80 large SUV as well as the G70 and G80 luxury sedans. Genesis’s fourth model, the all-new GV70 mid-size SUV, is also set to launch this month, and is currently on display at both Melbourne and Sydney Studios.
In Sydney, the Parramatta Test Drive Centre has moved into a larger and more prominent site at 87 Church Street. Genesis Test Drive Centres offer a convenient location for customers to experience the range of Genesis vehicles, and have the added benefit of being adjacent to luxury competitors.
“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 Hyundai 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.”
“Genesis will be driven by great product and customer experience. Our new Melbourne studio encapsulates this philosophy in one place.”
For Queensland customers Genesis will be opening two metro Test Drive Centres, in Brisbane and on the Gold Coast, in the fourth quarter of this year. This will be followed by a halo Brisbane Studio in 2022.
Next year Genesis will see its focus shift towards the introduction of its electric range, with three pure-electric vehicles confirmed for Australia, launching locally in the first half of 2022.