Genesis, the luxury automotive brand, is bolstering its presence in Australia through a strategic partnership with CKD Automotive, opening a new showroom in Sydney’s Northern Beaches. This move signifies an expansion of the brand’s “Agency Showcase” model – a hybrid approach where retail locations are operated by partners but sales remain direct-to-customer, mirroring systems used by brands like Honda and Mercedes-Benz.
Strategic Expansion Through Partnerships
The Genesis Northern Beaches Showcase in Brookvale is the second Agency Showcase opened with CKD Automotive, following the launch of Genesis Castle Hill in 2025. Unlike Genesis-owned Studios and Showcases, these locations leverage partnerships to expand the retail footprint more efficiently. The key is maintaining a consistent luxury experience while streamlining growth. Justin Douglass, head of Genesis Motors Australia, emphasized that the collaboration “solidifies our presence across Sydney” and complements the brand’s existing retail sites.
Consistent Customer Experience Despite New Model
Despite working with CKD Automotive, customers will still purchase vehicles directly from Genesis with fixed pricing, ensuring a uniform brand experience. As Chad Davies, managing director of CKD Automotive Holdings, explained, the structure is designed for a “seamless customer journey” across sales and aftersales. This means no compromise in showroom standards or customer service, according to Genesis executives.
Future Growth and New Models
Genesis plans further expansion in 2026, with more agency partners and locations planned across Australia. The focus is on “measured, quality growth” in key metropolitan markets, ensuring each location meets Genesis’ brand standards. The company has confirmed it will expand into additional high-value regions of Australia over the next two years.
Magma Performance Sub-Brand Imminent
Alongside retail expansion, Genesis is preparing to launch its high-performance “Magma” sub-brand, starting with a modified GV60 electric crossover. The introduction of Magma models will mark a new era for the brand, as it plans to extend the performance line to all its vehicles. Genesis will also launch hybrid and extended-range electric vehicles (EREVs) this year, responding to consumer demand and diversifying its powertrain options.
After a 26.9% drop in sales in 2024—the brand’s first annual decline since its Australian launch in 2019—Genesis rebounded with a 14.4% increase in 2025. The company is now focused on sustainable growth and offering a premium experience through both its owned locations and strategic partnerships.
The expansion into Agency Showcases and the introduction of the Magma sub-brand signal Genesis’ commitment to strengthening its presence in the Australian luxury automotive market.
