Egyptian entry for luxury electric vehicle manufacturer, Genesis, in Africa's marketplace
Genesis Makes Its African Debut in Egypt with a Focus on Electric Vehicles
Hyundai Motor Company's premium brand, Genesis, has made its first entry into the major African market with a launch in Egypt. This strategic move marks a significant step in Genesis' growth plans and demonstrates its commitment to markets where luxury and electrification are on the rise.
The Egyptian launch serves as a regional launchpad for Genesis' expansion across Africa and the Middle East. The brand is capitalising on the emerging and fast-growing electric vehicle (EV) market in Africa, which is expected to reach $314 million by 2029, growing at an annual rate of 10%.
Genesis' strategic expansion plan for the African market includes launching its luxury EVs in Egypt in 2025. The brand introduced three electrified models - the GV60 sport utility vehicle, the electrified GV70 SUV, and the electrified GV80 sedan - at its first permanent showroom in Africa, located in New Cairo's District 5.
The showroom opening was supported by a partnership with local distributor GB Auto, ensuring premium after-sales service, including a 5-year warranty and concierge care. This partnership positions Genesis distinctively against lower-cost Chinese EV competitors that lack luxury service experiences.
Genesis' strategy for the African market emphasises luxury, performance, and sustainability. The brand is tailoring its vehicles to African market conditions, aligning with local sustainability goals and luxury consumer expectations. The brand also plans to gradually broaden its EV lineup through 2026 and beyond, reinforcing its long-term commitment to the African market.
Omar Al-Zubaidi, CEO of Genesis Middle East and Africa, stated that launching in Egypt is a pivotal moment for Genesis. He expressed confidence that the brand's strong sales in the Middle East, where it successfully positioned itself as a high-end marque, would translate to success in Egypt and the rest of Africa.
Prior to Egypt, Genesis was introduced to the African continent through a pop-up showroom in Mauritius. The first permanent showroom of Genesis in Africa was opened last Friday in New Cairo, a business district about 30 kilometers from Cairo's city center.
Genesis' entry into Egypt marks a milestone in its strategic expansion across Africa. The brand aims to proactively capture the premium EV sector on the continent, where demand for electrified powertrains is expected to rise sharply. With its focus on luxury, performance, and sustainability, Genesis is well-positioned to capture significant share of the continent's EV market growth.
[1] Genesis Africa Expansion Plan (2025-2026) - Press Release, Genesis Motor Company [2] Genesis Enters Egyptian Market with Full EV Lineup - Automotive News [3] Genesis Partners with GB Auto for Premium After-Sales Services in Egypt - InsideEVs [4] Genesis Africa Strategy: Luxury, Performance, and Sustainability - Green Car Reports
- Genesis' strategic expansion in Africa, starting with the Egyptian market, not only signifies a commitment to markets where luxury and electrification are thriving but also aims to proactively capture the premium EV sector, as demand for electrified powertrains is expected to surge.
- In aligning with local African market conditions, Genesis is launching its luxury EVs, such as the GV60 sport utility vehicle, the electrified GV70 SUV, and the electrified GV80 sedan, to emphasize luxury, performance, and sustainability, setting them apart from lower-cost Chinese EV competitors in terms of service experiences.
