Genesis Brand Car
SHARE TWEET As much as Hyundai’s brand reputation has improved tremendously from its early days of peddling disposable cars like the Excel at rock-bottom prices, it’s still tough to compete in the luxury arena with a mainstream-brand name. That’s exactly what Hyundai has been trying to do with its Genesis and Equus sedans, but now the company has announced that it will instead launch Genesis as a separate luxury brand, under which those sedans will fall. With Genesis becoming the brand name, the models will migrate to—you guessed it—alphanumerics. The Equus—or, more accurately, its replacement that is due to arrive early next year—becomes the G90, today’s Genesis sedan becomes the G80, and so on. Six models, all of them on rear-wheel-drive architecture, are supposed to be onstream by 2020, although it’s not clear whether the current Genesis coupe is one of them. Luc Donckerwolke, who joined the company in June after leaving Bentley and the Volkswagen Group, will lead the newly created Prestige Design Division, while continuing as head of the Hyundai Motor Design Center. The design group’s first effort, evidently, was reworking the Genesis badge, seen above. Hyundai Vision G Signals Design Direction for Expanded Family of Genesis Products Hyundai Announces 2016 Genesis, Azera Pricing and Updates Hyundai Genesis Full Coverage: News, Photos, Specs, Reviews, and More For the U.S. market, the changeover starts in 2016. The Genesis cars will not be sold in separate dealerships, but in a “showroom within a showroom” at all Hyundai stores, via a dedicated sales staff. Hyundai also will be emphasizing customer service, much as it currently does for Equus customers, who can have a car brought to their home or workplace for a test-drive, and for whom Hyundai will pick up and drop off their car for service. SHARE TWEET
Genesis Brand Car
Genesis has hired a German engineer to lead chassis development Albert Biermann promises to establish “a clear, distinct, dynamic character that’s all our own.” All Genesis models will be on a “rock-solid rear-wheel-drive platform,” he says, which presumably means even the three crossovers planned will offer RWD and all-wheel-drive. The brand launches with the 2017 Genesis G90, which is a thoroughly updated Hyundai Equus, and the 2017 G80, a facelifted Genesis sedan, both of which go on sale in the U.S. this summer. Those sedans take on the Mercedes-Benz S-Class and E-Class and their competitors, respectively. A “sport sedan” named G70 comes afterward to take on the C-Class and its other competitors, notably the BMW 3 Series, with the three SUVs coming within the next four years. The Genesis G80 facelift will feature sportier dynamic characteristics, Biermann says.
Genesis Brand Car
Buy your Genesis from a Hyundai dealer Speaking of rolling out more models, Hyundai Motor is not requiring its selected Genesis dealerships to open a separate facility, or to even offer a showroom within a showroom. This is because it’s launching with two fairly low-volume models that can’t justify such expenditure. Hyundai instead is expanding its Your Drive, Your Place service for Genesis customers. Since Acura, Infiniti and especially, Lexus, launched here with standalone showrooms in the late 1980s, personal service has been key to the “luxury experience.” Those customers don’t want to mix with the hoi polloi buying common Hondas, Nissans and Toyotas. Or Hyundais. Your Time, Your Place means Hyundai will pick up and deliver the Genesis to you, dear busy luxury customer, at your home or office, whether for a test-drive, or for maintenance and service. Hyundai says it has no other distribution plans for the time being, but you can bet that will change once it has a full selection of models by the end of the decade.
Genesis Brand Car
Genesis “N” will be the brand’s M/AMG/V-Series, etc. Biermann’s full title is a long one: Head of Vehicle Performance Development and High Performance Vehicle Development for Genesis. That second title refers to the brand’s new performance model moniker, N. Though Genesis didn’t give any details about N at the Detroit show, it does come right after BMW M, and will also take on Mercedes-Benz’s AMG, Cadillac’s V-Series and all the others. The basics for the hot-rodded luxury cars, in addition to the aluminum-intensive multilink suspensions, are the twin-turbo 3.3-liter V-6, rated 365 horsepower and 376 pound-feet, and the updated 5.0-liter Tau V-8, rated 420 horsepower and 383 pound-feet. Those are the numbers for the quotidian G80/G90 engines; it will be interesting to see what N can do with them.
Genesis Brand Car
The G90 sedan is as new as the Genesis brand it belongs to, but neither the car nor the company is entirely fresh, at least in concept. Hyundai has been dabbling in the luxury space since 2008, when it introduced the mid-size, rear-wheel-drive Genesis four-door and, later, the larger Equus. More recently, Hyundai rechristened the former as the G80, redesigned the latter into this G90, and swept them together to create the stand-alone luxury entity called Genesis. As a successor to the Equus, the megahuge G90 casts a wide net, hoping to both skim buyers away from pricier establishment players such as the Mercedes-Benz S-class, BMW 7-series, and Lexus LS and offer buyers a larger alternative to fully loaded mid-size luxury sedans for similar money. In this mission, the G90 mostly succeeds.
Genesis Brand Car
Tweet Share Share on Facebook Tweet Share Pin Share Hyundai’s been making Genesis-branded cars for a while now, but today it announced the G90 — the first car under the Genesis name since it split off as its own luxury line. The G90 luxury sedan comes in two different flavors: the high end is a direct-injected 5.0-liter V8 that should be capable of putting out 420 horsepower, while the low end features a twin-turbo 3.3-liter V6. They’ll come rear-wheel drive, but both will have all-wheel drive options. To fill out the luxury look and feel, Genesis has put an adaptive multi-link suspension inside the G90 along with tons of amenities like power seats and speakers in the back. The stout, full-size sedan has a long hood and a drivers seat that sits almost near the midway point of the car, evoking the Chrysler 300M or even BMW’s largest cars.
Set aside Hyundai’s rapid progress since building its first U.S.-market car in the 1980s, though, and the G90 is less impressive on its own terms. Sure, it’s cohesive, but for any car that costs more than $65,000, that’s a core expectation. But where’s the beef? we ask. Where’s the “why buy?” The G90 brings not one unique feature or standout technology to the table. It doesn’t look particularly interesting from outside, and many others in its price range—notably the Volvo S90—match or exceed it in terms of interior loveliness. It doesn’t even offer the sort of customization, options, or fancier trims for today’s luxury buyers who desire choice (and don’t they all?). Some may argue that the G90 needn’t be anything more inspired than an affordable net into which buyers who can’t swing an S-class can leap, but a flagship sedan for a luxury brand should aspire to being more. Genesis needs to make a statement via design, engineering, or manufacturing that it can create a car that suits the consumer’s desires better than its competitors. Ascension to the luxury ranks depends on creating a cult of desirability—no one buys Louis Vuitton handbags or BMWs because those brands started as discount-priced alternatives to higher-cachet products. As a luxury sedan, the G90 is just fine. As a means of establishing Genesis as a name worthy of respect, it needs more work.
With Genesis becoming the brand name, the models will migrate to—you guessed it—alphanumerics. The Equus—or, more accurately, its replacement that is due to arrive early next year—becomes the G90, today’s Genesis sedan becomes the G80, and so on. Six models, all of them on rear-wheel-drive architecture, are supposed to be onstream by 2020, although it’s not clear whether the current Genesis coupe is one of them.
Genesis announced the launch of its first model, the G90 (EQ900 in Korea), on 9 December 2015. The G90 will also serve as the brand’s flagship model. Genesis launched in the U.S. in late 2016, with the sale of the G80 and G90 models. The initial dealers are a subset of existing Hyundai dealers, with designated space for Genesis within the dealerships’ showrooms.
“We have created this new Genesis brand with a complete focus on our customers who want smart ownership experiences that save time and effort, with practical innovations that enhance satisfaction,” said Euisun Chung, Hyundai Motor Company Vice Chairman. “The Genesis brand will fulfill these expectations, becoming a market leader through our human-centered brand strategy.”
The eventual hope is for Genesis to have its own dealerships. Erwin Raphael, Genesis' just-appointed U.S. general manager, told Cars.com that Genesis plans to have stand-alone dealers within five years.
We didn’t just learn about the G90 today, though. Genesis plans to release six different cars by 2020, and we even know what the next two of those will be. The G80 will be a slightly smaller executive sedan, while the G70 will be a sports sedan. Those and the rest of the Genesis line will all come standard with a rear-wheel drive engine. Genesis says that operating as a separate marque will allow this line of cars to utilize exclusive powertrains and tech, and they’ll also all share the same design language.