“Almaty Genesis Showcase” held in Almaty, Kazakhstan (Image courtesy of Genesis)
SEOUL, Sept. 22 (Korea Bizwire) — Genesis, Hyundai Motor Group’s luxury marque, is stepping up its push into Central Asia, opening a flagship showroom in Kazakhstan as part of a broader global expansion drive.
On September 9, the company inaugurated the Almaty Genesis Showcase, a three-story dealership operated by Kazakhstan’s largest auto firm, Astana Motors. The site spans 965.6 square meters and houses sales, test drives and servicing, while displaying core models such as the G90 long wheelbase, GV80 and GV70 SUVs, G80 sedan and G70 Shooting Brake.
Kazakhstan, where Genesis announced its first Central Asian foray last November, has emerged as a strategic hub linking Europe and Asia and boasts the region’s largest car market. Vehicle sales there have more than tripled from 60,000 units in 2018 to over 200,000 last year, with demand for luxury models surging amid sanctions-related disruptions in Russia.
Through its partnership with Astana Motors, Genesis remains the only luxury brand with local production capacity in Kazakhstan. Astana’s HTK assembly plant in Almaty, capable of producing 80,000 Hyundai and Genesis vehicles annually, has been assembling Genesis cars since last year using the disassembly knock down (DKD) method — importing semi-complete vehicles for local reassembly.
The Central Asian expansion comes alongside Genesis’s two-track strategy of entering both emerging and mature markets. In August, it opened its first African showroom in Egypt, and in Europe, it is preparing to extend its network from Britain, Germany and Switzerland into France, Spain, Italy and the Netherlands by early next year.
Genesis said it will emphasize a customer experience rooted in Korean hospitality to distinguish itself in Kazakhstan and beyond, as it aims to build recognition as a global luxury contender.
Kevin Lee (kevinlee@koreabizwire.com)
