Inside Genesis’ Vision for Luxury Mobility in Egypt with Catherine Ghandour and Fady Mohsen
- Nada Armanious
Genesis, the award-winning Korean luxury automotive brand, has officially entered the Egyptian market in partnership with GB Auto, introducing its first-ever fully electric lineup to Africa. With bold design, cutting-edge technology, and a hospitality-driven ownership experience, the brand is setting out to redefine what premium mobility means in the region.
In this exclusive interview, Catherine Ghandour, Head of Product & Marketing at Genesis Egypt, and Fady Mohsen, Senior Vice President of GB Auto, discuss Genesis’ vision, its strategy for the Egyptian market, and how the brand plans to challenge long-standing players while shaping the future of sustainable luxury mobility.
Photo provided by Wago App
Catherine Ghandour:
Genesis is making its debut in Egypt with a fully electrified lineup. What makes the Egyptian market the right stage for this entrance, and how do you see customer reception evolving?
Egypt is a strategic entry point for Genesis because it connects the Middle East and Africa, and it’s a market where luxury and electrification are rising hand in hand. Customers here are increasingly tech-savvy and hungry for new experiences, so launching with a fully electric lineup was both a bold yet relevant move. At first, we expect curiosity – especially from premium car buyers who want something new and innovative beyond the traditional players. Over time, as the EV ecosystem matures, we believe that curiosity will grow into confidence and loyalty.
Beyond the cars themselves, Genesis is promising a hospitality-driven ownership experience. Can you walk us through the customer journey from showroom visit to after-sales service?
Hospitality is at the core of Genesis, inspired by the Korean ‘Son-nim’ philosophy, which treats every guest with the highest honor. From the moment customers step into the Genesis space, they experience a personalized environment that goes beyond a traditional showroom. Ownership continues with services like home car delivery, door-to-door maintenance, and a 5-year warranty with unlimited mileage. Every touchpoint – from digital tools to after-sales care – is crafted to make the journey effortless, personal, and truly reflective of Genesis’ hospitality-driven promise.
The Egyptian luxury car market has traditionally been dominated by European brands. How will Genesis carve out its own identity and win over discerning customers?
European brands have dominated Egypt’s luxury market for years, but Genesis enters with a very different proposition. Our core is audacious, progressive, and distinctly Korean – expressed through our design philosophy of ‘Athletic Elegance,’ where bold proportions meet effortless refinement. What sets us apart is not only the product but the spirit behind it: a brand that brings fresh perspectives, deeply rooted in Korean culture, to redefine modern luxury for discerning Egyptian customers.
Luxury cars often compete on performance and design, but what is that one defining quality that makes Genesis feel different to you?
What truly sets Genesis apart is how we craft luxury into every moment of the drive. It’s the details – like soft-closing, one-touch doors that make every interaction feel effortless, or the serene cabin designed with materials that elevate comfort to an art form. At the same time, Genesis delivers thrilling performance, with our electrified models producing up to 429 horsepower and instant torque that redefines what effortless power feels like. Layered on top is cutting-edge innovation – from advanced driver assistance systems to our connected cockpit experience – all working seamlessly to ensure every journey is not just about getting from A to B, but about enjoying a new standard of modern luxury.
Fady Mohsen:
GB Auto has brought some of the world’s leading automotive brands to Egypt. What made Genesis stand out as the next strategic addition to your portfolio?
Genesis represents a unique proposition in the premium segment – it’s not just about luxury, but about redefining customer expectations. The brand combines cutting-edge technology, award-winning design, and uncompromising quality with an ownership experience that is unmatched in Egypt today. We saw a clear gap in the market for a premium automotive brand that offers both emotional appeal and exceptional value. With our current proven track record in innovation and our expertise in market development, Genesis was a natural strategic fit to complement our portfolio and elevate the premium offering in Egypt.
This launch includes Egypt’s first standalone Genesis showroom in Africa. How will this flagship location set the tone for the brand’s expansion across the country?
This flagship facility is more than a showroom – it’s a statement of intent. Spanning 900 sqm in the heart of New Cairo’s ~ District 5, it delivers a fully immersive Genesis experience: from curated model displays and on-demand test drives to personalized concierge services. It sets the benchmark for future locations in terms of design, customer engagement, and service excellence. By introducing this level of premium retail experience, we are signaling to the market that Genesis is here to establish a long-term presence and expand strategically across key Egyptian cities.
Introducing a full EV lineup requires significant infrastructure and consumer education. How is GB Auto preparing to support both?
We recognize that introducing a full EV lineup requires more than just bringing the cars – it’s about building the entire ecosystem. GB Auto has invested in partnerships to provide free home and workplace charger installation, and specialized EV service training for our technicians. On the consumer side, we’ve developed education initiatives, from in-showroom product specialists to digital content explaining EV ownership, charging, and cost benefits. We’re also working closely with stakeholders to advocate for policies that accelerate EV adoption.
Looking ahead, what role do you see Genesis playing in shaping Egypt’s transition to premium electric mobility over the next five years?
Genesis will be a catalyst for redefining what premium electric mobility means in Egypt. Over the next five years, we envision Genesis not only growing its market share in the premium segment but also becoming a leader in EV technology adoption. We plan to expand our electrified portfolio, integrate advanced connected services, and offer ownership programs that make premium EVs more accessible. By delivering exceptional products and services, Genesis will help shape consumer perceptions, influence infrastructure growth, and position Egypt as a forward-thinking market for sustainable luxury mobility.
Also, Genesis has multiple new platforms coming up soon, like EREVs and Hybrids. Also, the launch of MAGMA (Genesis’s Sport Division) is so close, so GB Auto will be one of the world’s first authorized dealers providing MAGMA GV60 to our customers.
