Genesis, the luxury arm of Hyundai Motor Group, has officially set its sights on Africa, marking a significant milestone with its debut in Egypt. The move, celebrated with a launch event in early August 2025, signals the brand’s ambition to carve out a leading position in the continent’s rapidly evolving electric vehicle (EV) market. For Genesis, this isn’t just a new showroom—it’s a calculated leap into a region where electrification and luxury are gaining ground, and where the appetite for premium EVs is expected to surge in the coming years.
The launch event, held on August 7, 2025, introduced Genesis to Egyptian consumers with the opening of its first permanent showroom on the continent. Nestled in District 5, a bustling commercial hub in New Cairo about 30 kilometers from the city center, the 895-square-meter (9,634-square-foot) facility stands as the brand’s inaugural retail presence in Africa. According to Yonhap, this strategic location was chosen to tap into Egypt’s growing status as a key growth market for electric vehicles.
Genesis’ showroom, operated in partnership with local distributor GB Auto, showcases three of the brand’s electric models: the GV60 sport utility vehicle, the electrified GV70 SUV, and the electrified G80 sedan. These models are not just a display of automotive prowess—they represent Genesis’ commitment to offering a premium, electrified driving experience tailored to the tastes and needs of Egyptian and African consumers. As reported by The Korea Herald, local sales of these EVs commenced immediately following the launch, with plans to expand the product lineup through 2026.
“Launching in Egypt is a pivotal moment for Genesis,” said Omar Al-Zubaidi, CEO of Genesis Middle East and Africa. “It demonstrates our commitment to markets where luxury and electrification are growing in tandem, and we’re proud to enter the country with a full EV lineup that represents the future of mobility. This launch marks a key strategic region for our continued growth.”
This entry into Egypt is more than a commercial venture—it’s a statement of intent. Genesis has already built a reputation for luxury and innovation in the Middle East, where it tailored design details and features for local royalty and high-profile officials. The results speak for themselves: sales in the region soared from 1,078 units in 2020 to over 8,000 units last year, as highlighted by The Korea Herald. The brand’s Middle Eastern success provides a blueprint for its African ambitions, especially as cultural ties between the regions help smooth the entry process.
Egypt, with its population of over 100 million people, offers a unique opportunity for Genesis. The country is positioning itself as a hub for EV growth in Africa, and Genesis is keen to establish a strong foothold before the competition heats up. According to Statista data cited by The Korea Herald, the African EV market is currently valued at around $200 million but is projected to grow at a robust annual rate of 10 percent, reaching $314 million by 2029. Such figures underscore why Genesis is focusing on electric models as the centerpiece of its African expansion strategy.
This isn’t Genesis’ first brush with the African market. The brand dipped its toes in with a pop-up showroom in Mauritius last year, introducing its vehicles to the island nation’s roughly one million residents. While Mauritius offered a small-scale test, Egypt represents a full-scale commitment—a permanent presence in a major urban center, operated in close collaboration with a local partner.
The showroom itself is designed to impress. With nearly 900 square meters of floor space, it provides ample room for prospective buyers to experience the Genesis lineup up close. The selection of the GV60, electrified GV70, and electrified G80 is no accident; these models embody the brand’s blend of performance, luxury, and forward-thinking technology. The GV60, for instance, is known for its sleek design and advanced features, making it a natural flagship for Genesis’ African debut.
Genesis’ ambitions in Egypt also reflect broader trends in the global auto industry. As countries across Africa begin to adopt policies supporting EV adoption—driven by environmental concerns, fuel price volatility, and a desire to modernize transportation infrastructure—manufacturers are racing to establish a presence. For Genesis, the timing couldn’t be better. The company’s focus on premium EVs positions it to capture a segment of the market that’s expected to expand rapidly as incomes rise and consumer preferences shift toward sustainability and high-end experiences.
The partnership with GB Auto, a leading distributor in Egypt, is another strategic piece of the puzzle. Local knowledge and expertise are critical in navigating the regulatory landscape, understanding consumer preferences, and providing after-sales support. By teaming up with an established player, Genesis is aiming to ensure a smooth rollout and build trust with Egyptian buyers from day one.
The move is also part of a larger push by Hyundai Motor Group to expand its global footprint. Genesis, as the company’s luxury marque, has been at the forefront of this effort, targeting markets where demand for premium vehicles is on the rise. The African expansion is a logical next step, following the brand’s strong performance in Asia, North America, and the Middle East.
Looking ahead, Genesis plans to gradually introduce more models and expand its retail footprint in Egypt and beyond. The company is betting that its blend of luxury, innovation, and electrification will resonate with African consumers seeking something different from the mainstream offerings. If the Middle Eastern experience is any indication, Genesis could soon become a familiar name on the continent’s roads.
For now, the focus is on making a splash in Egypt—and early signs suggest the brand is off to a promising start. With a state-of-the-art showroom, a lineup of cutting-edge EVs, and a clear commitment to the market, Genesis is poised to play a leading role in Africa’s automotive transformation. As the continent’s EV market accelerates, all eyes will be on how Genesis navigates the challenges and opportunities ahead.
Genesis’ arrival in Egypt is more than just a business move; it’s a sign of the changing times in Africa’s car market, where luxury and electrification are no longer just buzzwords, but the future on display.
