Genesis launches in Australia
Going against the grain.
Genesis, Hyundai's luxury sub-brand, has officially launched its new G80 and G70 sedans at an all-new “Genesis Studio” in Sydney.
The Pitt Street Mall studio has been designed to reflect the brand's values, with the centrepiece of the space being a grand spiral staircase that is surrounded by an LED screen spanning two levels.
Executive vice president and global head of Genesis Brand Manfred Fitzgerald said, “You are in a space right here which expresses our unique brand design, the combination of rough concrete, platform steel and cutting edge technology, designed by Seoul architects.”
Adding to the premium nature of the brand, the new Genesis Studio will be staffed by a team of seven, none of which will fit your normal dealership salesperson stereotype. Instead, the focus is to have a premium buying and ownership experience. There are also plans for the brand to expand its locations to include Melbourne and Brisbane in 2020.
Forging their way forward in the Australian market will be done on their terms too. Australia represents the brand’s first right-hand-side market and they have opted against launching an SUV as a first vehicle. That’s quite pioneering, considering the SUV market is going gangbusters at the moment, and it enables them to stay true to the brand they want to forge.
The new G70 and G80 models have been selected to pave the way for Genesis in Australia. There’ll be two engine options available, a 2.0-litre four-cylinder turbo petrol producing 179kW, and a 3.3-litre twin-turbo V6 from the Kia Stinger, making 272kW. The latter could prove to be a smart move, given that the 3.3-litre engine is a fantastic unit, and it gives the vehicles the ability to match the car maker’s German rivals performance-wise too.
Chris Saltapidas, Genesis Motor’s Australian product planning manager, spoke to us further about how the company plans to introduce alternative power sources to their vehicles: “Genesis will launch its first all-electric vehicle in 2021, and we see alternative propulsion at the heart of our product strategy. Our goal is to offer alternative propulsion in all segments of our product portfolio.”
So, with the launch of the new G70 and G80 sedans, what is next for the fledgeling luxury marque?
“The Genesis line-up will expand further with the global launch of our first SUV later this year, reaching Australian shores in 2020,” Saltapidas explained.
We'll be getting behind the wheel of the new Genesis G70 soon – review to follow.
Update: we've tested the cars
A competitive price, a list of safety features and equipment as long as your arm, as well as class-leading after-sales service means that the G80 is worth a test drive. You can read the full Genesis G80 review here.
Genesis G70 2.0T
The Genesis G70 2.0T is a stellar first attempt from the fledgling brand. Keep in mind if you are looking at a Genesis, there are a range of after sales services that make the brand a compelling, stand-out option. Genesis G70 2.0T review here.