Genesis stealth mission! Australian growth on track as premium newcomer breaks sales record in 2022

The steady growth of Genesis, a relative newcomer to the Australian luxury car market, will surely be capturing the attention of established premium players, with annual sales set to expand into four figures for the first time in 2022.

Asked if he considered this year to be a successful one for the brand, Head of Genesis Motors Australia, Connal Yan told CarsGuide: “We’ve set objectives every year for the brand since launch.

“We’ve been ticking the boxes every year. So, we do see (2022) as a fruitful year, and sales have grown, although we never really put much focus on pushing sales,” he said.

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The Hyundai Group’s luxury brand, launched globally as a stand-alone entity in 2016, and formally arrived in Australia in 2019. And its long-term strategy of gradually building brand awareness, while steadily establishing its product portfolio is paying dividends.

Mr Yan is at pains to point out that at this stage the company’s primary focus is not on monthly numbers, but when pressed on the question of whether Genesis will break through the 1000 unit barrier this year, he doesn’t hesitate.

“We believe we will. By the end of September, we had already overtaken last year’s total. We‘ve got a quarter to spare to create new heights, and we do think 1000 should be within reach,” he said.

Year-to-date registrations for Genesis in Australia (end-September) number 755, compared to its 2021 year-end total of 734. 

Genesis PR & Corporate Social Responsibility Senior Manager, Guido Schenken added: “We had our biggest ever sales months this year, in June and September. We’re up 72 per cent (year-on-year).”

Annual sales of Genesis vehicles is set to expand into four figures for the first time in 2022. (Image: Tim Nicholson)

Mr Yan added: “And October should be another record month. But we don’t want to dwell too much on these records, because first of all it’s a starting brand and it's coming from a low base. And it’s fluctuating in terms of supply and arrivals. 

“But definitely, it's healthy growth, and seeing more cars on the road gives people more confidence as well,” he said.

Mr Yan said that events designed in collaboration with partners like the Museum of Contemporary Art (MCA) in Sydney have helped establish the Genesis brand’s personality with prospective customers.

“The brand is better known thanks to launch events. We showed all three EVs (GV60, Electrified GV70, and Electrified GV80) at the MCA, which we have struck a partnership with, and showcased the Speedium Coupe concept,” he said.

“All these things were not, let’s say, possible, in the last two years until ‘22, partly due to Covid, partly due to the maturity of the business, so therefore I do see 2022 as a step up from what we have been doing.”

Year-to-date registrations for Genesis in Australia (end-September) number 755, compared to its 2021 year-end total of 734.

Mr Schenken also makes the point that the Genesis retail network has expanded during the year.

There are two Genesis Studios, designed to showcase the brand, already established. One on Pitt Street in the centre of Sydney, and another on Lonsdale Street, in the heart of Melbourne’s CBD.

And the number of Genesis ‘Test Drive Centres’ has grown to four - Parramatta (NSW), Macquarie Park (NSW), Southport (QLD), and Perth (WA), with two sites currently being commissioned in Prahan (VIC) and Fortitude Valley (QLD).

Another is in development for Brisbane, and Mr Yan is on the record acknowledging his team is evaluating potential sites in new locations, including other states and territories.

Could Genesis be Australia’s ultimate luxury car quiet achiever? Watch this space.