GENESIS has expanded its retail outlets, adding its largest showroom to date with this week’s opening of its flagship Genesis Sydney space on Parramatta Road in North Strathfield.
The state-of-the-art, landmark facility opens with a cocktail party for customers and invited guests, attended by global head of Genesis Mike Song and motor racing legend and Genesis ambassador, Jacky Ickx.
The new outlet, which Genesis describes as showcases, is the seventh location in Australia since the Hyundai premium brand was launched in 2019. There are now two flagship studios supported by five metro showcases. Genesis will also display for the first time its GV60 Magma Concept, prior to the model starting production later this year and becoming the first Magma.
The brand ultimately aims to develop a high-performance Magma model for each production vehicle in its line up.
Genesis said its new Genesis Sydney facility was “a visually spectacular space that goes beyond traditional car showrooms and embodies the Korean aesthetic philosophy emphasising the ‘Beauty of White Space’.”
“This stunning addition to the Genesis retail network represents a major investment in the brand locally and is in line with the expansion of the Genesis model range globally.”
The showroom features room for eight Genesis vehicles internally, and a large range of vehicles externally, and two customer delivery lounges and a conference space.
Head of Genesis Motors Australia, Justin Douglass, said it was an honour, and a recognition of the importance of the Australian market, to have global head of Genesis Mike Song flying in to mark the occasion.
“This spectacular showcase, Genesis Sydney, truly is a landmark facility for our brand in Australia and represents a hallmark in quality for Genesis,” Mr Douglass said.
“All of our showcases, and our two flagship studios, present the Genesis line-up in a stylish, minimalist environment, where customers can experience the unprecedented luxury that’s at the core of everything our brand does.
“You can see the distinctly Korean design that sets Genesis apart in the way this vast facility is laid out, but when you visit you can also sense it – the audacious and progressive approach that makes our brand stand out, and appeal to so many Australian customers.”
Jacky Ickx, who will attend the opening party, is in Australia to make his return to Mount Panorama for the first time since his 1977 Bathurst 1000 victory.
He will be driving the Genesis X Gran Berlinetta Concept for a series of demonstration laps at the Bathurst 12 Hour endurance race (January 31 to February 2) as it makes its global racetrack debut.
The GV60 Magma Concept will also be running laps at the Bathurst 12 Hour, having recently won its class at the famous Goodwood Festival of Speed, a hugely impressive first outing in what was the car’s global dynamic debut.
Nationally, the Genesis retail network includes studios in Pitt St, Sydney and Lonsdale St, Melbourne. It also has showcases at Parramatta Rd, Concord, NSW; High St, Prahran, Victoria; Ann St, Fortitude Valley, Qld; Nerang St, Southport, Qld; and Scarborough Beach Rd, Osborne Park, WA.
By Neil Dowling