Genesis, the luxury vehicle division of Hyundai Motor Group, has announced a partnership with Alpha Hyundai Motor to enter the Tunisian automotive market. The collaboration aims to introduce Genesis' lineup of premium sedans and SUVs to North Africa, starting with the Tunisian capital, Tunis.
According to a press release from Hyundai Motor Group on July 15, 2026, the first Genesis models expected to arrive include the G80 sedan and the GV70 SUV. Alpha Hyundai Motor, the official distributor of Hyundai in Tunisia, will manage sales and after-sales service through a dedicated showroom in Tunis.
The move comes as Tunisia's luxury car market shows steady growth, with demand for high-end vehicles increasing by 12% in 2025, according to data from the Tunisian Automobile Association. Genesis aims to compete with established luxury brands such as BMW and Mercedes-Benz in the region.
βWe are excited to bring Genesis to Tunisia, offering customers a new standard of luxury and innovation,β said a Genesis spokesperson in the release. Alpha Hyundai Motor's CEO, Mehdi Ben Ali, added that the partnership aligns with the company's strategy to expand its premium offerings.
Deliveries are scheduled to begin in October 2026, with pre-orders opening in August. The partnership does not include plans for local assembly at this time.
