GENESIS G90

Ultimate Luxury: 2020 Genesis G90

May 26, 2020 by admin 1 Comment

One of the descriptions for “genesis” is “beginning” and that’s an appropriate name for Hyundai’s luxury marque.

The Genesis G90 was the brand’s first standalone model when it launched in 2017. Three years later and this full-size sedan is currently sold alongside the midsize G80 and the compact G70 sedans. A GV80 SUV rolls out later this year as Genesis begins shifting its focus to the utilities.

The Genesis G90 is a competitive product in a niche segment. This big sedan offers high style and a limousine-like riding experience. The G90 doesn’t have years of prestige to build on like its German and Lexus competitors, but it makes a strong effort. Whereas the others can become very costly, the G90 holds its own – the most expensive model costs less than $80,000. Its fully loaded competitors top out well above $100,000.

2020 Genesis G90 Review

Genesis offers the 2020 Enclave in two configurations: 3.3T ($72,200) and 5.0 ($75,700). Add $1,025 for the destination charge.

Both configurations come with standard rear-wheel drive. Upgrading to all-wheel drive adds $2,500. There are no package offerings with any G90.

Exterior

If it’s a long canvas you want, the G90 delivers. This sedan is sleek with a modern design, marked by an oversized, diamond-shaped gaping grille. The look is appealing, but it’s also controversial. Some might say the grille is polarizing.

Genesis makes great use of LEDs as they separate the frontal lighting and even make an appearance along the sides within the ornamentation which is affixed just ahead of the front doors. It’s a dramatic touch you’ll notice anytime you unlock the doors.

The G90 has a fair amount of chrome – on the wheels, surrounding the windows, and across the rocker panels, and wrapping the base of the rear. Inasmuch as the grille may surprise some, it’s the rear deck design that can be difficult to accept. The roofline falls to the trunk, almost like a hatchback, but not quite. The trunk itself is taller than most, giving the G90 a bustle-back look popularized in the 1930s and again 50 years later in the Cadillac Seville, Lincoln Versailles, and the Chrysler Imperial. But it’s not a clear-cut design and that’s what makes it so curious.

Interior

The largest luxury sedans offer excellent space for five. But don’t blame the rear passengers if they prefer to limit their numbers to two each as they spread out and enjoy their space. And who could blame them? Each of the outboard spots makes a strong run in seat comfort versus the front row chairs.

Credit Genesis with choosing only the finest materials and carefully crafting the cabin with them. Fine leathers, rich woods, and chrome touches underscore that it means business. And they’re carefully laid out with the pleasing visual feel and touch you’d expect in this class.

It’s the special touches that get noticed too, including the analog clock, the deep alcove for the cell phone that also includes a wireless charger, the split-opening center storage compartment, and the elegant interior lighting.
Now back to the rear seat – what’s odd is that it doesn’t fold down to supply access to the trunk. That’s probably not a big deal in this segment.

Safety

One thing we noticed about some of the G90’s competitors (with Lexus the lone exception), is that they charge extra for the advanced driver-assist safety technologies we expect in our cars. Not only that, they’re often bundled with other features and that gets silly and expensive.

Genesis takes a wise approach to the market. The G90 comes with such features as active lane control, blind-spot monitoring, adaptive cruise control, automatic emergency braking, and a surround-view camera system.

This year, Genesis upped its game by adding lane-centering management, automatic emergency braking for reverse gear, and an upgraded collision warning system. Thus, you’ll find all the major features included.

Technology

Just as Genesis supplies a strong roster of standard safety equipment, likewise the brand knocks things out of the park with technology, beginning with a 12.3-inch display. That’s the size you’ll find in the most expensive models of this day.

A 17-speaker, 900-watt Lexicon audio system is standard as is the previously mentioned wireless charging pad. Genesis includes subscription-free HD Radio, Bluetooth, Apple CarPlay and Android Auto smartphone compatibility, and multiple USB ports. The 5.0 model adds the rear entertainment system and cooled outboard seats.

Performance

Genesis could have supplied one engine choice with the G90 and that would have satisfied most shoppers. Instead, we have two engine choices and the differences between the two are small.

It all begins with a twin-turbocharged 3.3-liter V6 engine with a rating of 365 horsepower and 376 pound-feet of torque. The other choice is a 5.0-liter V8 engine with 420 horsepower and 383 pound-feet of torque. Our Genesis—supplied test model had the turbo, although we’ve driven cars equipped with the V8. Our finding is that they deliver similar performance, with the V8 supplying an edge in step-off acceleration, while the V6 nearly matches it in passing power. Both engines work with a smooth-shifting 8-speed automatic transmission.

There is another factor shoppers should consider: available all-wheel drive. Yes, the standard rear-wheel-drive system does great with the adaptive dampers benefitting the buttery ride. Choose all-wheel drive and you’ll notice an improvement in handling, particularly on twisty roads and when cornering. No, the G90 on account of its size doesn’t have the handling chops of the sporty G70, but that’s not its design: comfort is. We’d gladly put the G90 against all comers in the ride comfort department.

If there is anything we’d like to see improve it would be in its fuel economy. No matter the configuration, the G90 drinks its gasoline – you’d be hard-pressed to average 20 mpg on most trips.

Competitive Set

Not many luxury marques offer traditional full-size sedans these days. From Germany, we have the Audi A8L, BMW 7 Series, and the Mercedes-Benz S-Class. The Lexus LS is the lone big sedan offering from Japan.

The U.S. offerings aren’t nearly as large and include the Lincoln Continental. Like the Continental, the Cadillac CT6 is another model to consider.

Our Recommendation

You can’t go wrong with a G90 in either configuration. We give a slight edge to the V8 over the turbocharged V6, but the differences between the two are simply quite small. As pointed out, the 5.0 adds the rear entertainment system and cooled outboard seats. Opt for all-wheel drive if you live in a snowy climate.

All in all, the G90 establishes does a laudable job in fulfilling its mission. Its price point may be its greatest appeal, especially as it bundles nearly everything you want without charging extra.

2020 Genesis G90 Specifications

Genesis	2020 G90
Segment	Fullsize Luxury Sedan
Price Range	$72,200 to $78,200
Destination Charge	$1,025
Engine No. 1</ td>	3.3-liter, turbo V6
Horsepower	365 @ 6,000 rpm
Torque (lb.-ft.)	376 @ 1,300 rpm
Transmission	8-speed automatic
Engine No. 2	5.0-liter V8
Horsepower	420 @ 6,000 rpm
Torque (lb.-ft.)	383 @ 5,000 rpm
Transmission	8-speed automatic
Seating	5
Curb Weight (pounds)	4,663 to 4,960
Wheelbase (inches)	124.4
Length (inches)	204.9
Width (inches)	75.4
Height (inches)	58.9
Headroom (f,r…inches)	41.1, 38.0
Legroom (f,r…inches)	46.3, 37.8
Shoulder room (f,r…inches)	59.1, 57.9
Hip room (f,r…inches)	56.5, 55.0
Storage (cubic feet)	15.7
Gross vehicle weight (pounds)	NR
Towing (pounds)	NR
Payload (pounds)	NR
Fuel	premium
Fuel Tank (gallons)	21.9
EPA Fuel MPG (city/highway/combined)	17/25/20
Manufacturing Plant	Ulsan, Korea

Data compiled by Tom Keegan. Specifications supplied by the manufacturer.

Genesis to Separate From Hyundai Showrooms

January 29, 2018 by admin 4 Comments

Hyundai’s Genesis luxury marque takes the next step.

Genesis Gangham, the first standalone showroom for Hyundai’s luxury brand.

Launched in November 2015, the Genesis brand has quietly and steadily continued to transition away from Hyundai to stand on its own. Hyundai’s luxury marque is currently composed of just two models, with a third sedan on the way. By 2020, the Genesis nameplate should include six models — three sedans and three SUVs.

Standalone Genesis Showrooms

The big news right now has everything to do with the way the Genesis markets its products. Currently, Hyundai dealerships carry the Genesis, carving out showroom space to present its two models. Certainly, that’s not an ideal way to advance a luxury brand, something Hyundai Motors will rectify by awarding standalone Genesis dealerships to top-tier retailers.

The Hyundai-Genesis split follows a seven-year test of the brand with American consumers. Beginning with the Hyundai Genesis Sedan, followed by the Genesis Coupe and Hyundai Equus, consumer interest and acceptance was quickly confirmed. Indeed, the Genesis sedan quickly became one of the top sellers in the segment. Moreover, consumers expressed interest in a standalone brand, much in the same way Toyota maintains Lexus.

To begin the transition, Hyundai replaced the Equus with an all-new Genesis G90, while an updated Genesis sedan received the Genesis G80 name. However, the Genesis Coupe did not make the transition and ultimately Hyundai discontinued it. Even so, we may yet see a Genesis sport coupe at some point, but it isn’t a priority for the brand.

The first standalone Genesis showroom opened in early January in Korea. Dubbed “Genesis Gangham,” the new showroom sits in Seoul’s Samsung-dong, Gangnam-Gu, the city’s prime business district. The showroom features a “launch bay,” where the drive experience begins. There, shoppers have a choice of five test drive courses on public roads around the district.

Genesis G70 Sedan — The all-new Genesis G70 sedan arrives April 2018.

US Market Showrooms

As for the US market, Hyundai plans to give some of its 350 elite-level dealers priority to apply for standalone dealerships, according to Automotive News. For the 2019 model year, Hyundai dealers not making the cut will quit selling Genesis product, but will receive compensation from the automaker to cover inventory, training and equipment to service Genesis models and for helping raise Genesis awareness.

Genesis plans to award approximately 100 locations in 48 markets across the United States. Top markets include such major cities as Los Angeles, Chicago and New York as well as San Francisco, Miami and Washington, DC. Some markets will have just one Genesis showroom. Genesis will announce its initial franchise recipients in the coming months, requiring showrooms to open no later than the end of 2020.

New Genesis Product

As for the upcoming product, the compact G70 sedan is on sale in Korea and arrives in the US this Spring. The Genesis G70 targets such models as the BMW 3 Series, Cadillac ATS and the Mercedes-Benz C-Class.

See Also —Raise the Stakes: 2019 Genesis G70

As for the first of three Genesis SUVs, the GV80 Fuel Cell Concept revealed at the 2017 New York International Auto Show likely points to what’s in store. That said, Auto Trends believes the main model will feature a conventional gas-powered drivetrain with a fuel cell or hybrid optional. Hyundai Motors is deeply invested in vehicle electrification, perhaps serving as variants on conventional models such as the GV80.

Genesis GV80 Concept — The Genesis concept points to the brand’s first SUV.

Strong Luxury Sales

Hyundai Motors’ “go slow” approach to growing the Genesis brand comes as US auto sales pulled back slightly in 2017, following seven consecutive years of growth. Luxury model growth has slowed also, but consumers continue to flock to many models with higher price points. Launching a new brand is an extremely expensive and laborious proposition, a cost Hyundai Motors’ will spread out for several years to come.

See Also — Midsize Luxury Sedan: 2017 Genesis G80

Second Look: 2017 Genesis G80

March 9, 2017 by admin 5 Comments

All-wheel drive and the luxury to go with it.

The Genesis G80 is a midsize luxury sedan, designed to take on such models as the Audi A6, BMW 5 Series, Cadillac CTS, Mercedes-Benz E-Class, and the Lexus GS. Up until last year, we knew this vehicle as the Hyundai Genesis, but as of 2017, Genesis is now its own brand.

Thus, last year’s Hyundai Genesis is now this year’s Genesis G80, while the Hyundai Equus was replaced by an all-new G90 model. Consider the G80 as a refresh of the previous Genesis sedan model, adding more standard equipment as befits a luxury marque.

The 2017 Genesis G80 is offered in seven model or package choices: Standard 3.8 RWD ($41,400), Standard 3.8 AWD ($43,900), 3.8 Premium Package RWD ($46,150), 3.8 Premium Package AWD ($48,650), 3.8 Ultimate Package RWD ($50,350), 3.8 Ultimate Package AWD ($52,850), and a 5.0 Ultimate Package AWD ($54,550). Add $950 for destination.

My initial Genesis G80 visitor arrived in November, a V8-powered rear-wheel drive model. Three months later a G80 AWD model showed up, powered by a 3.8-liter V6 engine. For now, all-wheel drive is available only with the V6, but a V8 AWD option is in the works.

2017 Genesis G80.

2017 Genesis G80

The G80 wades into the luxury arena much in the same way a swimmer enters the water surrounded by sharks. Its starting price undercuts the competition by $5,000 to $11,000 or more, but the lower price point isn’t the only factor Genesis uses to win new customers.

Indeed, the Genesis brand carries over the lengthy 10-year, 100,000-mile powertrain warranty offered by Hyundai and builds on that with valet service, roadside assistance, and free maintenance — each service for three years or 36,000 miles, whichever comes first. Complimentary connected car services and satellite TravelLink is included in that critical timeframe too — typically matching the lease term for these models.

Notably, each warranty and service feature is something luxury shoppers want (and expect) when investing in a particular brand — here, Genesis not only shows up, but it shows off.

2017 Genesis G80.

The Look and Feel of Luxury

Besides my two recent G80 visitors, I had a pair of Genesis sedan models prior to the brand transformation. The G80 is nearly identical to the previous Genesis, but with no signs of “H” or Hyundai badging. The winged Genesis logo is in place, underscoring what the new brand is all about.

What is familiar about the G80 is everything else from its long, elegant visage to its hexagonal grille with six horizontal bars. Wrap-around headlamps, LED accent lights, and LED fog lamps complete this sedan’s frontal presentation.

From the sides, Genesis opted for a more conservative approach, eschewing the dramatic lines and body sculpting found in such Hyundai models as the Sonata. That said, a distinctive character line at the door handle level adds interest along with rocker panel trim, and creased wheel wells. Furthermore, standard 18-inch alloy wheels add flair and distinction to this midsize luxury sedan.

From the rear, you’ll find a trunk lip spoiler. Large wraparound combination lights, reflectors and dual exhaust ports are also present.

2017 Genesis G80.

Quiet, Luxurious Cabin

I enjoy luxury cars in this class for a number of reasons. That they actually seat five people without compromise is one of those reasons.

Sporty, firm bucket seats are up front, offering generous shoulder and hip bolstering. The split 60-40 fold-down rear bench seat includes a fold-0down center compartment with storage and two cup holders. As much as I like the third seat placement option, folding the middle position provides near limo-like comfort.

All G80 models are dressed in full grain leather with contrast stitching. Seat surfaces are smooth, comfortable, and easy on the body. Available genuine wood trim dresses the lower dashboard and can be found on various inlays in the cabin. Chrome trim and soft-touch materials are also present.

The G80 features a long list of standard equipment, including 12-way power-operated front seats, heated front seats, a leather-wrapped heated steering wheel with a tilt and telescopic function, an 8-inch touchscreen center display, full power accessories, Android Auto and Apple CarPlay, satellite radio, and a hands-free trunk.

Choose the premium package ($4,750) and you’ll also get a power tilt and slide panoramic sunroof, a rearview camera with parking guidelines, wood and aluminum trim upgrades, a 14-speaker Lexicon audio system, power rear sunshade, and manual side window sunshades. You can also choose the ultimate package ($4,200), what brings in upgraded leather, head-up display, a 9.2-inch color display with navigation, and a 17-speaker Lexicon audio system. All told, my test model retailed for $53,800, plus destination.

2017 Genesis G80

Safety Features and Ratings

All G80 models are equipped with nine airbags, including a driver knee airbag. The usual anti-lock brakes, and stability and traction control, are also present.

You also get automatic emergency braking, what works in tandem with smart cruise control and lane keep assist for stop pig this sedan if you don’t apply the brakes on time. One of my favorite tests of this feature takes place on high-speed roads with the occasional traffic light. As the sedan approaches the intersection with traffic stopped, it begins to slow down and come to a full stop. Not once did I have my foot away from the vicinity of the brake pedal, however. Just in case….

All models also come with blind spot detection and rear cross-traffic alert, and lane departure warning.

The Insurance Institute for Highway Safety (IIHS) has awarded the 2017 G80 with its Top Safety Pick+ award, its highest honor. Similarly, the National Highway Traffic Safety Administration (NHTSA) has bestowed its top five-star crash test rating on the Genesis.

2018 Genesis G80.

Your Choice of Engines

The G80 line and the Genesis sedan before it has always been marked by two engine choices: a 3.8-liter V6 with 311 horsepower and 293 pound-feet of torque or a 5.0-liter V8 engine with 420 horsepower and 383 pound-feet of torque. Both engines are paired with an eight-speed automatic transmission with manual shift mode and paddle shifters.

2017 Genesis G80. All-wheel drive certainly does make a difference for the G80 in the usual areas — twisty roads and wet surfaces. A dry week made it impossible for me to accurately gauge the sedan’s responsiveness, but it is safe to say that torque distribution is realized when conditions warrant.

Although performance is sufficient with the G80’s V6, I must admit wanting that extra bit of power a V8 supplies. But that means trading off available all-wheel drive for rear-wheel drive only. Beginning in 2018, optional all-wheel drive rolls out across the product line.

Also coming in 2018 is a third engine choice: a 3.3-liter, twin-turbo V6 engine with 365 horsepower and 376 pound-feet of torque. Available with the all-new G80 Sport trim, the new powertrain offers a tantalizing middle ground, while also giving Genesis a performance line it needs. I’m not about to say it’ll take it to the BMW M Line, Cadillac’s V-Series, or other performance lines offered by the luxury brands, but it is a step in the right direction.

Parting Thoughts

The new-for-2017 Genesis brand certainly has its work cut out for it. With two models to start, more product choices are needed. Next up is a compact G70 sedan, followed over the next few years by three more model lines. Clearly, Genesis intends to expand its footprint to offer a fully competitive line of vehicles.

Genesis will have to sell the brand to traditional luxury buyers and that’s never an easy thing. One reason why the brand was created was to offer separation between Hyundai and Genesis, much in the same way you have Toyota/Lexus, Nissan/Infiniti, and Honda/Acura. But those brands have years of experience behind them in a market where consumers are unkind to anything less than the best.

As for the G80, it provides an affordable gateway to the Genesis brand, a well-equipped model with all the trappings you would expect from a midsize, luxury sedan.

2017 Genesis G80.

Hyundai Genesis Sedan: Grand Finale!

January 25, 2016 by admin 7 Comments

A final look at the outgoing Hyundai Genesis.

The Hyundai Genesis is marketed as a “premium luxury sedan” and is the first upscale model sold by this Korean manufacturer in North America. Introduced in 2009, it was soon joined by the unrelated Genesis Coupe and the still larger Hyundai Equus.

Separate Genesis Marque

Late in 2015, Hyundai announced the creation of a new luxury brand called Genesis. The flagship Equus is transitioning to the Genesis G90 and the current Hyundai Genesis will become the Genesis G80. When the G80 appears it will represent a mid-product cycle update of the Hyundai Genesis and assume the G80 naming convention for the 2017 model year. The second-generation Genesis was introduced for the 2015 model year.

Genesis is being separated from Hyundai to allow it to assume its own identity and to be better positioned to take on the likes of Audi, BMW, Cadillac, Infiniti, Lexus, Mercedes-Benz and other luxury marques. By 2020, six Genesis brand models will be offered. As for the showrooms, you’ll still find Genesis models sold under the same roof as Hyundai. At least for now.

2016 Hyundai Genesis 3.8 RWD

A 2016 Hyundai Genesis 3.8 RWD was a recent weekly driver, representing the base edition in the product line. Notably, Hyundai offers the 3.8 edition in standard rear-wheel drive ($38,750) and available all-wheel drive ($41,250) as well as in a 5.0 Ultimate edition ($53,850), but in rear-wheel drive only.

The 3.8 edition denotes a model powered by a 3.8-liter, V-6 engine, while the 5.0 edition represents a model powered by a 5.0-liter, V-8. The constitutive difference, of course, is in performance as well as with its amenities — the V-6 makes 311 horsepower and the V-8 is rated at 420 horsepower. Both power plants are paired with an 8-speed automatic transmission.

Hyundai delivered a Genesis with all the goods supplied in the V-8 sedan, except for the engine. By ordering three packages — Signature ($3,900), Tech ($3,500) and Ultimate ($3,500) — you get a well-appointed V6-powered luxury sedan for $50,600.

That’s about the same price you’ll pay for a base BMW 5 Series (528i), but in the BMW you’re looking at a turbocharged four-cylinder engine making 240 horsepower. It would cost you about $5,000 more to upgrade to comparable power, never mind coming away with base amenities (e.g.., imitation leather seats).

Elegant Countenance, Upscale Interior

I’ve been an admirer of the Hyundai Genesis since the sedan arrived stateside, but much more so with the second-generation model. From stem to stern, the current Genesis offers a style matching the European brands. The front fascia features a bold, horizontal six-slat grille with strong creases pushing out from both sides of the upper portion of the grille and running across the hood to the windshield line. On either side of the grille are large, wrap around lighting assemblies containing boomerang LED daytime running lights. At the base of the fascia are LED fog lamps featuring single rows of six lights each. The front fascia establishes the pattern for this model, proclaiming to all that this is no inconsequential conveyance.

The sedan’s stately profile is marked with upper character lines running from the headlights to the tail lamps, midriff lines connecting the wheels, and body sculpting located just above the chrome-bedecked rocker panels. A sloping roofline, an ever so slightly rising belt line and distinct alloy wheels are also present. From the rear, this model features oversized combination lamps with LED lights, a raised deck, reflector accents and dual embedded exhaust ports.

Inside, the cabin is bright, cavernous and elegantly appointed. You’ll find wood and aluminum trim with nary a cheap plastic covering in sight. The test model spoiled me with genuine matte finish wood, an essential ingredient for the included Ultimate package. That package also brought in a full-color head-up display, a power trunk lid, a premium 9.2-inch touchscreen with navigation, a 17-speaker Discrete 7 Logic audio system, and an enhanced climate control system.

The Signature package brought in the power tilt and telescopic steering column, a power tilt and slide sunroof, an integrated memory system for the heated and ventilated front seats, automatic dimming side mirrors, LED fog lights with a rearview camera, blind spot detection with rear cross-traffic alert, and a power rear sunshade with manual rear side window sunshades.

And just as the man on television opines, “But that’s not all!,” the tech package added still more amenities. Included were: premium leather seat surfaces, a power driver seat cushion extender, a haptic steering wheel, and an electronic parking brake. Several safety features were added too, including lane departure warning and lane keep assist, automatic emergency braking, and front and rear parking sensors.

A Premium Luxury Sedan

Suffice to say, a Hyundai Genesis without its many adornments might align closer to a Chrysler 300 or a Toyota Avalon, but the full-optioned amenities are what make this premium model extraordinary. Even the look and feel of the switches and knobs conveys its higher-end aura, underscoring the painstaking attention its designers performed on every aspect of the Genesis.

Luxury shoppers in this segment routinely want ultimate power and for them nothing less than the available V-8 would be acceptable. But the V-6 shouldn’t be quickly dismissed as its 311-hp output moves this sedan with competence — the 8-speed transmission shifts smoothly and quickly through the gear ratio.

Choose rear-wheel drive and place this sedan in sport mode, and you’ll enjoy straightforward handling, optimum steering and a thoroughly comfortable ride. Opt for all-wheel drive and the handling quotient improves accordingly.

What you won’t experience is pitching and diving as you handle the curves; braking is firm with no fade detected. Punch the V-6 and you’ll hit highway speeds in about seven seconds. If acceleration is a priority, then choose the V-8 to shave a full two seconds off that time.

Taking it to the Europeans

If the Hyundai Genesis were a mainstream model it would be categorized as a full-size sedan. On the luxury level, it is a midsize model and a competitor to the Mercedes-Benz E-Class, Cadillac CTS, Audi A6, Lexus GS, and the aforementioned BMW product.

Where the previous generation Hyundai Genesis had the looks, but not the driving feel rivaling the prominent European brands, the latest model is vastly improved, thanks in large part to Lotus-assisted chassis improvements, especially in the way the sedan handles.

Those changes combined with the Genesis’ beautiful countenance, high-end interior, and value proposition make this model a competitor. In the final analysis, you don’t need to wait for the Hyundai Genesis to morph into the Genesis G80 to come away with an effective European-like executive sedan.

2016 Hyundai Genesis

Sticker price from $38,750
Price as tested: $50,600
Seats 5
3.8-liter V-6 gasoline engine
311 horsepower @ 6,000 RPM
293 foot-pounds of torque @ 5,000 RPM
3.78 inches bore by 3.43 inches stroke
Engine compression ratio: 11.5-to-1
8-speed automatic transmission
Wheelbase: 118.5 inches
Length: 196.5 inches
Width: 74.4 inches
Height: 58.3 inches
Passenger volume: 107.7 cubic feet
Storage volume: 15.3 cubic feet
Towing capacity: NR
EPA: 18 mpg city, 29 mpg highway
Regular grade gasoline
Fuel tank: 20.3 gallons
Curb weight: From 4,138 pounds
IIHS safety rating: Top Safety Pick+ (2016)
Limited vehicle warranty: 5 years/60,000 miles
Powertrain warranty: 10 years/100,000 miles
Corrosion warranty: 7 years/unlimited miles
Hybrid warranty: 10 years/100,000 miles
Vehicle assembly: Asan, Korea

See Also — On the Road With a 2018 Genesis G80

Hyundai Genesis photos copyright Auto Trends Magazine.

Hyundai Unveils its Genesis Way

November 9, 2015 by admin 1 Comment

Hyundai is going its own way as it launches its Genesis marque.

The 2016 Hyundai Genesis sedan will become the 2017 Genesis G80.

In case you hadn’t heard, Hyundai has decided to launch its own luxury brand and will call it “Genesis,” the same name it uses for one of its high-end sedans. The Genesis brand will roll out in 2017 as two of its current models the Hyundai Genesis and Equus become the Genesis G80 and G90, respectively.

Korean automaker Hyundai has long considered its luxury options and originally decided its Hyundai nameplate was good enough to battle Lexus, Cadillac, Mercedes-Benz and other luxury makes. But Genesis will not do something competing manufacturers have done — make a clean break from its mainstream brand.

Genesis Builds on Hyundai

Instead, Hyundai will rely on its existing dealer network to promote the Genesis brand with the new models offered under the same roof. Where Japanese makes such as Toyota have worked diligently to launch and maintain Lexus as a separate entity, Hyundai is less concerned about the possible confusion and seems intent on building upon that.

Gradually, Hyundai plans to launch a series of rear-wheel drive models bearing the Genesis name and is poised to take on such models as the Mercedes-Benz C-Class, the Cadillac CTS, and the Lexus LS, to name a few. Once the original three sedans are launched, the automaker plans to add a coupe, crossover, and an SUV. Targeted models may include the BMW 4 Series, Audi Q5, and the Infiniti QX80.

2017 Genesis G80.

To get there, the Genesis brand will rely upon the capable shoulders of Belgian car designer Luc Donckerwolke, formerly with Bentley. Donckerwolke left the Volkswagen Group a few months before the Volkswagen diesel scandal was revealed and will be tasked with presenting a new look for the Genesis brand.

Hints of that look may have already been seen in the Hyundai Vision G Concept Coupe unveiled at Pebble Bech this year, a four-door model that may point to the upcoming G80. Regardless, in Donckerwolke, Hyundai gains a designer whose handiwork appears on such models as the Lamborghini Murciélago and Bentley’s Flying Spur.

Strong Challengers in Place

Moving directly into the luxury realm is not without its challenges as well as its challengers. Several brands are deeply entrenched — Lexus, Mercedes-Benz and BMW are a few that come to mind. Audi, despite its Volkswagen problems, is backed by the largest car manufacturer in the world. Cadillac and Lincoln are now receiving billions of dollars in new funding from GM and Ford, respectively. Even smaller brands such as Jaguar, Land Rover and Volvo have gained new life as new owners have stepped in. Acura and Infiniti will also stand in the way.

But challenge is not a word that has stopped Hyundai in the past. In the 1980s, when it was new to the car making business, its Excel subcompact introduced low-cost Korean cars to the US market. But it brought with it a reputation for shoddy build quality, something Hyundai has gradually overcome.

Today, the Hyundai and sister Kia brands are near the top of the leading quality surveys. Further, the parent Hyundai Kia Automotive Group is now the fourth largest car manufacturer in the world. Hyundai-Kia has the muscle and the deep pockets to go with it.

Product Mix and a Changing Market

Perhaps the biggest challenge for the Genesis marque may be its product mix. By going with sedans initially, it will miss out on crossovers and SUVs, body styles that are contributing to the rise of not a few luxury brands. Then again, by the time Genesis gains hold, consumer tastes might shift again, especially if fuel prices rise and luxury cars become popular again.

See Also — Midsize Luxury Sedan: 2017 Genesis G80