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LUXURY car-maker Genesis has opened its second Australian studio, this time in Melbourne at the city’s upmarket Emporium Melbourne shopping centre.

It joins the first studio in Sydney’s Pitt Street Mall. Genesis has also expanded its NSW test-drive centre, now moved to bigger premises in Parramatta’s Church Street.

The expansion into Melbourne comes as the company announces plans to open test centres in Brisbane and on the Gold Coast in the fourth quarter of this year, and then a Brisbane studio in 2022.

Genesis’s new Melbourne studio is styled on minimalist lines to evoke the Korean aesthetic philosophy of the “Beauty of White Space” as attention is drawn to the striking 18-metre floor-to-ceiling LED backdrop that envelopes the main display area.

The minimalist studio design is further complemented with floor-to-ceiling dark wood panelling and burnished concrete interior finishes to highlight the Genesis vehicles on the floor.

A display of light, movement and graphic art reflects onto the curves and lines of the latest Genesis sedans and SUVs, which includes the GV80 large SUV and G70 and G80 luxury sedans.

The car-maker’s fourth model, the GV70 mid-size SUV, is also set to launch this month and is already on display at both Melbourne and Sydney studios.

Genesis Motors Australia CEO Jun Heo said the Melbourne studio showcased the latest Genesis models in an artistic environment whilst providing an exceptional customer experience “which is at the core of the Genesis Brand’s philosophy.”

“Like our vehicles, the studio’s progressive design evokes the distinctly Korean aesthetic philosophy ‘Beauty of White Space’,” he said.

“We cordially welcome all Melburnians to visit the studio and experience our unique luxury perspective for themselves.”

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.

In metropolitan Sydney, Genesis said that the Parramatta test-drive centre had proven such a success since its opening last year that it needed to move into a larger and more prominent site at 87 Church Street.

Genesis test-drive centres are designed to offer a convenient location for customers to experience the range of Genesis vehicles and have the added benefit of being adjacent to luxury competitors.

The company said that the Genesis network provided the opportunity for customers to interact with the brand in the way that best suited their lifestyle, whether that is online, through the Genesis-To-You concierge service, in flagship CBD studios, or at a metro test-drive centre.

Jun Heo

“Genesis is focused on sustainable sales growth. We are building momentum locally with an expanding retail presence and exciting new models that are on the horizon,” Mr Heo said.

“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.”

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.

Genesis Motors Australia offers customers a full online purchase experience, from browsing the range, to configuring their choice of colour and options, and completing their purchase with the confidence of industry-first, no-haggle pricing, and an all-inclusive ownership experience for five years.

The company has been ranked the top premium brand for the fourth consecutive year in the JD Power 2020 US Initial Quality Study (IQS), which is based on a survey of owners’ experiences when taking delivery of the car.

By Neil Dowling

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