Alpha Hyundai Motor et Genesis Middle East & Africa ont signé, vendredi 17 juillet, un accord de partenariat stratégique scellant l’introduction officielle de la marque de prestige sud-coréenne sur le marché tunisien. Prévu pour le troisième trimestre 2026, ce déploiement d’envergure se concrétisera dès le mois de septembre par le lancement de dix modèles sur le marché automobile premium en Tunisie.
Pour Mehdi Mahjoub, directeur général d’Alpha Hyundai Motor, cet accord représente bien plus qu’une simple expansion commerciale ; il s’agit d’une rupture qualitative pour le marché local. « Aujourd’hui marque une étape importante pour Alpha Hyundai Motor en Tunisie. Nous sommes fiers de présenter les véhicules Genesis qui redéfinissent le luxe moderne… », a-t-il déclaré.
Mehdi Mahjoub a mis l’accent sur l’ambition de la firme de fixer de nouveaux standards d’excellence à travers l’ouverture d’un showroom exclusivement dédié. Selon lui, l’expérience Genesis reposera sur une alliance rigoureuse entre innovations technologiques de pointe, raffinement artisanal et excellence du service client, conçue pour séduire les automobilistes tunisiens les plus exigeants.
S’agissant du service-après vente, Mehdi Mahjoub a assuré que les équipes techniques d’Alpha Hyundai Motor avaient d’ores et déjà bénéficié d’une préparation de pointe. Spécifiquement calibrés pour prendre en charge ces motorisations à forte composante technologique, les ateliers tunisiens garantiront ainsi un service après-vente irréprochable dès les premières livraisons.
De son côté, Omar Al Zubaidi, CEO de Genesis Middle East & Africa, a considéré que cette implantation constitue le point de départ d’une dynamique régionale majeure. Fort de succès probants au Moyen-Orient où la marque s’est hissée au cinquième rang dans le Golfe (10 % de parts de marché) et au troisième rang en Arabie saoudite (15 %) , le constructeur entend dupliquer ce modèle en Afrique du Nord. Après l’Égypte et avant le Maroc, la Tunisie s’impose comme un pivot hautement stratégique.
Al Zubaidi a insisté sur une philosophie de marque axée sur l’art de vivre et la pérennité de la relation client : l’accompagnement ne s’arrêtera pas à la livraison du véhicule, mais se prolongera par des services après-vente ultra-personnalisés. Il a également profité de cette tribune pour évoquer la vitrine technologique et sportive de la marque, incarnée par la nouvelle ligne de haute performance Genesis Magma.
Interpellé lors de la session questions / réponses sur le plan de la stratégie commerciale, face à un marché premium déjà très disputé par les constructeurs historiques, Omar Al Zubaidi a précisé que Genesis refusait d’entrer dans une logique de vente de masse conventionnelle. Le dirigeant a insisté sur le fait que la marque vend avant tout une « expérience », un héritage et un style de vie, s’appuyant sur un accompagnement client ultra-exclusif pour se démarquer. C’est d’ailleurs cette volonté d’acculturation et de pédagogie qui justifie, selon lui, la tenue de cette conférence de presse à plus d’un mois du lancement effectif de la gamme.
Un levier de coopération industrielle bilatérale
Présent lors de la signature, l’ambassadeur de la République de Corée en Tunisie, Lee Tae-won, a salué une alliance qui dépasse le cadre strictement commercial pour ouvrir une « nouvelle phase de coopération industrielle et d’investissement ».
Le diplomate a rappelé la compétitivité et l’attractivité croissantes du secteur tunisien des composants automobiles, un écosystème qui suscite un vif intérêt de la part des industriels sud-coréens désireux d’y développer des partenariats durables.
L’ambassadeur a tenu à saluer la dimension écoresponsable du distributeur tunisien, notamment à travers son programme de reboisement initié en 2023 (un arbre planté pour chaque véhicule vendu). Une démarche concrète en faveur de la biodiversité qui, selon lui, illustre la maturité de ce partenariat face aux défis climatiques contemporains.
Interrogé par Réalités Online sur le défi de la transition énergétique dans un contexte local où les infrastructures de recharge demeurent embryonnaires, Mehdi Mahjoub, directeur général d’Alpha Hyundai Motor, a tenu à rappeler que cette problématique structurelle affecte l’ensemble du marché automobile tunisien sans exception. Le secteur demeure en effet dans l’attente de la parution d’un cahier des charges, actuellement en cours d’élaboration au ministère de l’Énergie, un cadre réglementaire crucial destiné à régir la filière et à prévenir tout dépassement ou dérive.
Dans ce contexte, Mahjoub a assuré que les modèles électriques de Genesis qui seront disponibles prochainement sur le marché tunisien sont dotés d’une technologie de recharge rapide, affichant une autonomie élevée pouvant dépasser les 500 kilomètres.
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