Hyundai goes all fancy and launches luxury car brand Genesis in Australia, bringing its latest G80 and G70 vehicles along for the ride

Genesis G80 Sport Vehicle (Photo by Joe Scarnici/Getty Images for GQ)
  • Genesis has opened its first studio in Australia.
  • It’s the luxury arm of Hyundai.
  • The new studio is located in Sydney’s Pitt Street Mall.

Hyundai is stepping up its game and continuing to shed its basic reputation with the release of its luxury vehicle brand to Australia.

Genesis, the luxury arm of Hyundai, has opened its first studio in Australia at Sydney’s Pitt Street Mall. Its range includes the flagship G90 luxury sedan, the G80 midsize luxury sedan and the G70 luxury sport sedan – however, only the G80 and G70 are available in Australia.

The brand is a far cry from Hyundai’s previously held perception as a cheap brand — and looks closer to a Bentley or an Aston Martin than your beat-up first car. There’s even wings on the logo, in case you were doubting its credibility.

The G70, which was launched at the 2018 New York International Auto Show in 2018, was even named Car of the Year at the 2019 North American International Auto Show in Detroit in January 14, Forbes reports.

At the new studio launch, Manfred Fitzgerald, Executive Vice President and global head of the Genesis Brand, called Genesis Korea’s first true luxury automotive brand. He said that the G70 being named ‘Car of the Year’ was “a tremendous achievement for this young brand”.

Genesis was founded in Seoul in 2015. According to Motoring.com.au, it is to Hyundai what Lexus is to Toyota and what Infiniti is to Nissan. Motoring also noted that Genesis was supposed to launch in Australia during early 2018 before the date was pushed back to later in the year. Now, in 2019, it’s finally here.

The company’s Sydney studio features a spiral staircase encircled in a two-storey LED screen.

“You are in a space that expresses our unique brand design,” Manfred said during the launch. “The combination of…rough concrete…and cutting edge technology, designed by a Seoul architect.”

The Australian launch represents Genesis’ first foray into the right-hand drive market. The vehicles come in a choice of nine exterior colours and feature “intelligent” seating that claims to support your back, heated and ventilated seats, a sound reducing glass windscreen and the option of a panorama glass sunroof.

The vehicles also come with a five-year warranty, five-year complementary maintenance as well as a valet service offered through the “Genesis To You” program for people who prefer not to have to drop their car off for a service.

Chris Saltapidas, Genesis Motors Australia Product Planning Manager, further explained the valet service.

“We come and collect the vehicle when it’s due for a service, drop off a genesis loan vehicle and then we’ll deliver it wherever you like once it’s finished,” he told Business Insider Australia.

“It’s basically all about time. In this day and age, time is a luxury for everyone — a lot of us don’t have it — so we’re just trying to think out of the square.”

The G70 will set you back $59,300, while the G80 range begins at $68,900.

Manfred said the company will launch more vehicles over the coming years, with its first SUV set to be released at the end of this year and three models by 2021 – including its first electric vehicle.

“We know that Australia is one of the most competitive markets, with over 50 automotive brands on sale here, so we are very much looking forward to this challenge,” Manfred said.

Genesis is also planning to open more studios in Melbourne and Brisbane.

Update: The article has been updated to mention only the G70 and G80 are available in Australia.

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