Genesis, the premium brand of Hyundai Motor Company, has officially launched in Egypt, marking its entry into the African market. The brand has opened its first permanent showroom in New Cairo, which features three electric models: the GV60 sport utility vehicle, the electrified GV70 SUV, and the electrified G80 sedan. Genesis is focusing on electric models, aiming to capture the premium EV sector in Africa, where demand for electrified powertrains is expected to rise sharply.
The launch in Egypt is a significant milestone in Genesis’ strategic expansion efforts across Africa. The brand was first introduced to the continent through a pop-up showroom in Mauritius last year. Genesis has successfully positioned itself as a high-end marque in the Middle East, with sales surging from 1,078 units in 2020 to over 8,000 last year. The brand plans to build on this momentum and broaden its presence across Africa, with a particular emphasis on electric models.
According to Statista, the African EV market is projected to grow at an annual rate of 10 percent through 2029, reaching $314 million. Genesis is well-positioned to capitalize on this growth, with its lineup of electric models. The brand’s entry into the Egyptian market, home to over 100 million people, marks a key strategic region for its continued growth.
Omar Al-Zubaidi, CEO of Genesis Middle East and Africa, stated that the launch in Egypt demonstrates the brand’s commitment to markets where luxury and electrification are growing in tandem. Genesis is proud to enter the country with a full EV lineup that represents the future of mobility. The brand’s partnership with local distributor GB Auto will enable it to provide a seamless ownership experience for its customers in Egypt.
The Genesis showroom in New Cairo is designed to provide a luxurious and immersive brand experience, with a focus on showcasing the brand’s electric models. The showroom features a modern and sleek design, with a range of amenities and services to support customers. With its entry into the Egyptian market, Genesis is poised to make a significant impact on the African luxury automotive market, and its focus on electric models is expected to drive growth in the premium EV sector.