Genesis said the test drive centre will be the first in a string of driver experience outlets, with a second planned for inclusion in Genesis Australia’s headquarters in the Sydney suburb of Macquarie Park.
The brand’s relaunch a year ago will now accelerate with the test drive centres to be followed by a presence in Melbourne later this year and then Brisbane in 2021.
Genesis said the Parramatta centre complements the Genesis Studio in Sydney’s Pitt Street Mall and has specifically been located in the automotive retail heart of Parramatta with the intention of providing customers with a quick and convenient way to experience its vehicles on the road.
The test centre is described as a minimalist, pop-up-style to showcase the latest range of Genesis models, including the GV80 SUV that is set for launch later this year.
The company said the test centre also becomes a location for the sale and trade-in of pre-owned and former company fleet Genesis vehicles as it said these processes “are not currently practical at the flagship CBD location”.
In a statement, it said the CBD Studio locations are aimed for customers to explore the Genesis brand in the course of their daily life.
“For customers who wish to visit a physical location, metro test-drive centres offer additional accessibility and more dynamic test drive environments,” it said.
“Test drive bookings that are brought to your home or office, together with an online sales process, complete the offering. This model allows customers to interact with Genesis in the most convenient way for them.”
Genesis Motors Australia CEO Jun Heo said: “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.”
“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.
“Going forward, it is our intention to continue with flagship Genesis Studios, supported by satellite metro Test Drive Centres.”
Genesis has been launched in Australia under an ownership experience built around the Genesis-To-You concierge service.
This service gives customers at-home test drives, new Genesis deliveries, and a concierge service for maintenance, including the drop-off of a courtesy car.
In addition, 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.
Genesis has recently 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.
By Neil Dowling