Genesis’ luxury models continue their expansion in the Middle East & Africa (MEA), bringing to Tunisian customers its distinctive vision of design, innovation and customer-centric luxury.
- A strategic partnership agreement was signed on July 17, 2026, formalizing the entry of Genesis models into the Tunisian market and paving the way for a commercial launch in Q3 2026 (Q3 2026).
- Alpha Hyundai Motor has been named the official Genesis distributor in Tunisia, with the opening of a dedicated showroom in Tunis and a first lineup consisting of luxury sedans and SUVs.
- This partnership reinforces Genesis’ commitment to continue its expansion in the Middle East & Africa (MEA) region.
Tunis, July 18, 2026 – Genesis Middle East & Africa announced today the signing of a strategic partnership agreement with Alpha Hyundai Motor, making the company the official distributor of Genesis models in Tunisia and paving the way for the brand’s launch on the Tunisian market during the third quarter of 2026. This agreement marks a major milestone in Genesis’ ongoing expansion across the Middle East and Africa, while laying the groundwork for introducing in Tunisia Genesis’ unique vision of modern luxury, design excellence and customer experience.
The arrival of Genesis models in Tunisia represents an important milestone in the brand’s regional growth strategy. Inspired by the Korean philosophy “Son-nim,” which means “honored guest,” Genesis combines design, innovation and hospitality to offer a distinctive approach to modern luxury.
Through Alpha Hyundai Motor, the dealer will open a showroom fully dedicated to Tunis and will offer an initial lineup consisting of the Electrified G80, Electrified GV70, GV80 and GV80 Coupe. True to its customer-centric philosophy, this showroom will provide a premium ownership experience thanks to personalized guidance, immersive brand experiences and premium customer service. Other electrified models will join the lineup as part of the gradual rollout in the Tunisian market.
Commenting on the arrival of Genesis in Tunisia and this partnership with Alpha Hyundai Motor, Omar Al Zubaidi, CEO of Genesis Middle East & Africa, said: “Tunisia represents an important market for Genesis and a natural step in our development across the MEA region. Through our partnership with Alpha Hyundai Motor, we look forward to introducing Tunisian customers to Genesis’ unique vision of modern luxury and to offering them the products, services and exceptional ownership experience that define our brand.”
Mehdi Mahjoub, CEO of Alpha Hyundai Motor, said : “Today marks an important milestone for Alpha Hyundai Motor in Tunisia. We are proud to present Genesis vehicles that redefine modern luxury through a unique combination of innovative technologies, refined craftsmanship, and exceptional customer experiences. With the opening of our dedicated Genesis showroom, we look forward to welcoming Tunisian customers into the Genesis universe and setting new standards in the premium automotive segment.”
A fully customer-centric experience
Through Alpha Hyundai Motor, we will offer our customers a premium ownership experience, supported by personalized guidance, dedicated after-sales service and immersive brand experiences. In the future, various initiatives, including exclusive events for customers and new touchpoints, will strengthen the relationship between the brand and its customers in Tunisia.
The partnership lays the foundations for a lasting presence in Tunisia and reflects the confidence of both organizations in the potential evolution of the Tunisian luxury automotive market. Together, they aim to build strong relationships with their customers, establish a trusted market position, and offer a differentiated ownership experience, fostering sustainable growth for years to come.
As Genesis continues its expansion in the region, the dealership remains firmly committed to offering exceptional products, premium experiences and lasting relationships with its customers. The arrival of Genesis models in Tunisia marks the start of a new adventure that will reinforce its position as a benchmark for modern automotive luxury in the Middle East and Africa region.
