Genesis brings forward retail network plans

GENESIS Motors Australia (GMA) will expand across the continent earlier than expected as it aims to have its Perth-based WA test-drive centre operational before the end of the year, joining a pair of new Genesis test centres scheduled to open in Brisbane and the Gold Coast sometime in Q4.

In conjunction with its Sydney-based test-drive centres in Parramatta and Macquarie Park, and a pair of dedicated ‘studios’ in Pitt Street Mall in Sydney’s CBD and a new store on Lonsdale Street in Melbourne’s CBD, the accelerated expansion will give Genesis a network of seven locations across Australia by the end of 2021.

A third flagship Genesis ‘studio’ will open in Brisbane in 2022 in a yet-to-be-revealed but already determined location.

Despite the challenges presented by various pandemic-related lockdowns, Genesis says its new Melbourne studio has been well received.

Speaking to Australian motoring media via web link at the recent GV70 SUV launch, GMA country manager Connal Yan said the new Melbourne studio “is proving to be hugely positive”.

“We’re seeing between one to 300 visitors a day, with lots of curiosity from people who haven’t been exposed to the brand before,” said Mr Yan.

“In fact, we have several instances of customers who have never heard of Genesis, who happened to walk by the studio and end up purchasing a car on the spot.

“The Emporium (Melbourne) premium shopping centre location is proving to be an inspired choice … positioning the studio it’s more for branding, it’s more for telling the brand story, getting people to talk about the product, talk about the brand. So therefore, it’s always very much in then highest foot-traffic area, whereas the test-drive centre is more to complement the studio to provide the operational side of it. And this will apply to all states going forward.”

In terms of combining these city-based studios with test-drive centres in the future, Mr Yan told GoAutothat Genesis has learnt a lot from its Sydney and Melbourne experiences.

“I’m not able to disclose too much at this point in time, but I’m actually looking forward to what we’ll share with you all about, let’s say, a little bit of a tactical strategy behind our (forthcoming) Brisbane location,” he said.

Mr Yan added that the facility in Queesland’s capital would satisfy several objectives and combine what the brand had learned to date.

However, Adelaide is absent from the initial Genesis network rollout.

“There is no fixed plan for South Australia, Tasmania, Northern Territory at this particular moment but we’re definitely looking into it,” revealed Mr Yan.

Online ordering will still be available in these locations, though until Genesis rolls out its personalised ‘Genesis To You’ to-the-door customer interface program beyond east coast capital cities (expected to happen later this year), maintenance and repairs will take place at a local Hyundai dealer.

Mr Yan explained that once ‘Genesis To You’ is rolled out further, the company will “recommend and invite the customer to get in touch with us and we’ll get the service arranged”.

“So the service they’ll be receiving (will be) the same as in Sydney or Melbourne, the service to you. We’ll pick up the car, provide you with a loaner, exactly the same.”

Indeed, with online ordering becoming increasingly common and with Genesis following build-to-order principles while holding minimal stock, Mr Yan described the delivery time as “very fast” – especially compared to the current six-month wait for many German brands.

“For us, we’re talking about three months (delivery time), and sometimes if the shipments can catch up, it’s shorter than that,” he said.

“Even with the lockdown we’re receiving consistent orders daily (for GV70) in Greater Sydney by online and remote channels, and customers are pushing for deliveries.”

As for what buyers are trading in when purchasing a Genesis, the answer is a fascinating cross-section of brands – both premium and mass-market.

Given the relative popularity of the GV80 large SUV, and now the GV70 medium SUV, it is perhaps no surprise that 21 per cent of Genesis buyers have come from Land Rover/Range Rover product, followed by 18 per cent from BMW product.

Next is Mazda and Mercedes-Benz at 11 per cent each, then Audi (nine per cent), Volkswagen (five per cent), Hyundai and  Volvo (both four per cent), Jaguar and Lexus (both two per cent) and ‘other’ (13 per cent).

Broken down into premium and mass-market brands, 65 per cent of Genesis buyers have traded in a premium product.

Following the recent launch of the GV70, next up is the G70 Shooting Brake – a sports-wagon version of the G70 sedan – in September, followed by the G80 Sport in the fourth quarter of 2021.

While Genesis is yet to reveal the engine line-up of the G70 Shooting Brake, it is unlikely to deviate from the 2.0-litre turbo-petrol four and 3.3-litre twin-turbo petrol V6 offerings of the G70 sedan – each with rear-wheel drive and an eight-speed automatic transmission. 

According to Genesis, the larger 2.5-litre turbo-petrol four is reserved for all-new models, not updates of existing product (such as the G70).

The G80 Sport’s drivetrain line-up also remains a secret, though it has been confirmed it will not be available with all three G80 sedan engines. Expect only the two petrols, or perhaps only the 3.5-litre twin-turbo V6.

Across the first seven months of 2021, Genesis has shifted 342 units in Australia, up from 85 units for the same year-to-date period in 2020.

In comparison, the leading premium manufacturer is Mercedes-Benz (18,526 passenger-car sales year-to-date), followed by BMW (15,922), Audi (10,384), Volvo (6175) and Lexus (6167).