KDM Korner: The Genesis

Not limited to outstanding styling and performance, the interior is also where the G70 shined as well. It was unlike any other Hyundai, or Genesis product for that matter, yet retained a lot of Hyundai’s know-how when it came to functionality and ease of use but in a more upscale sense. Soft touch materials were present throughout the cabin, the seats were well bolstered yet comfortable and you could find all the usual creature comforts one would be looking for in a luxury sports sedan. The G70 was that good. MotorTrend praised its performance for its bargain price and said it had done something its Japanese rivals tried but couldn’t do…build a better 3 series. They called the G70 “a needle mover” and gave the car its coveted MotorTrend Car of the Year award for 2019. On top of that, Car & Driver named the G70 a 10Best Award winner and claimed the title of North American Car of the Year for 2019. The G70 had done exactly what Hyundai wanted. The G70 gave the Genesis brand the push it needed to truly set itself apart from Hyundai and showed it was ready to take on the likes of Cadillac, BMW, Jaguar, Alfa Romeo and others for a fraction of the cost.

Chapter 4: Go Big or Go Home

While the G70 was taking names and kickin’ ass, the Genesis brand was looking to the future. What would be next for the brand? The G80 and G90 gained the twin turbo V6 from the Stinger for the 2017 model years while still offering the base 3.8 V6 and 5.0 liter V8. However, sales were declining of the G80 and G90 and Genesis couldn’t just rely on one award winning model no matter how grand it was. With the market moving past large luxury sedans in favor of large luxury SUV’s, Genesis knew where it needed to go next with its lineup but while it was lacking in product, Genesis was also lacking in identity. Genesis really needed to solidify itself to the public. The G70 was great but public perception was practically non-existent. No one had heard of the Genesis brand and with the G80 and G90 being bland interpretations of the brand, no one would think twice if they saw one strolling down the street or parked at your local Starbucks.

Genesis looked to its coveted designer team that included talents like Luc Donckerwolke and SungYup Lee from Bentley, Bugatti Chiron designer Sasha Selipanov and former Lamborghini king Manfred Fitzgerald to help give Genesis an identity and a unique design language much like brands like BMW, Audi and Mercedes have. It was important for Genesis to gain a public notoriety and sense of existence from consumers to draw more attention to the brand. Genesis needed another home run with its design. While the G70 was certainly an attractive vehicle, it still looked like a luxed up Hyundai. That all ended with the introduction of the next product from Genesis.

Enter the GV80. Even the name just sounds like it has presence. Sort of like Escalade to Cadillac or Navigator to Lincoln. Internally codenamed as JX1, the GV80 leaked out on the internet in October 2019, a whole 3 months before it was to be revealed officially to the public. Genesis was going to bet big on the GV80 as it did with the G70 in the beginning. What better way to present your new product than to advertise it on a Superbowl commercial? Ingenious marketing drew much needed attention, not just to the vehicle, but the new design language of Genesis. The GV80 sported a large crest grill and split headlights and tail lights to give it a distinctive and very attractive look. Much of the production styling had kept the design cues of the GV80 Concept that debuted at the 2017 New York Auto Show. The new GV80 came with either a new 2.5 liter turbocharged 4-cylinder engine (basically the same one in the Sonata N Line) that made 300 horsepower and 311 lb-ft of torque or a new 3.5 liter twin turbo V6 that made 375 horsepower and 383 lb-ft of torque.

Reactions and first impressions to the GV80 were certainly positive, even if they weren’t exactly overwhelming. Genesis started to build its brand identity that would eventually filter down to all its models. The G70 and G90 were given refreshes to reflect the new styling update while the 3rd generation G80 was all new from the ground up. A new GV70 also made its debut later on in the year and was given much more significant praise for the translation of its styling compared to its bigger brother. Interiors were modern and elegant, and Genesis was beginning to show itself as a real player in the luxury segment and the sales were also reflecting on how more and more people are taking notice of the new Korean Lexus. Genesis has sold almost 30,000 units in the United States alone as of August 2021 which is more than any other year and its monthly sales continue to increase.

Chapter 5: In the Course of Time

Over the past 6 years, Genesis has given us the G70, G80, G90, GV70, GV80 and recently unveiled GV60 (Genesis first all-electric SUV). But what’s next for the promising luxury brand? Where does it go from here? The new GV60 is a good indication. Hyundai has been talking about investing in hydrogen powered vehicles and electric is where the market has been shifting towards lately. Even automakers like Audi and Cadillac have already pledged to stop selling internal combustion engine vehicles in the near future and Genesis has decided to follow suit. By 2030 Genesis plans to have its entire lineup produce zero emissions. Any new models the brand introduces from 2025 onward will be either electric or hydrogen fuel cell electric. We are witnessing the era of the ICE powered vehicles come to an end. It’ll be a slow death yes, but not necessarily a painful one.

Genesis still plans on adding new models in 2022 such as a possible sports coupe reminiscent of the Genesis Coupe of the early 2010s and recently trademarked GT70, GT80 and GT90. “GT” stands for “Grand Tourer” which indicates that Genesis plans on building sporty coupes that rival cars like the Mercedes E Class Coupe, BMW 8 series, Maserati Gran Turismo, and Audi A5. Whether the supposed new sports coupe and the GT labeled vehicles are the same remains to be seen. If it looks anything like the stunning X Coupe Concept (which gives me serious Lincoln Mark VIII vibes) then Genesis has a very promising future ahead of itself. While Genesis is still carving out its identity, other automakers are losing theirs which gives Genesis an advantage. They can take risks and make mistakes. Not like BMW or Alfa Romeo. They have history and much more to lose if they mess up.

It hasn’t taken Genesis very long to make a name for itself. From bold decisions to daring designs, Genesis has become more than just the peak of Korean luxury and performance. It has become a beacon. A beacon for those who hate paying thousands upon thousands of dollars for a car that will break down in 2 months after they drive it off the lot. It has become a beacon for those who want to attain more yet can only go so far. Hyundai has really created something special with Genesis. A lot more special than some people will give it credit for. What’s more, is Hyundai is now being taken much more seriously than ever before. Who would have thought that 20 years ago, Hyundai would go from making cheap and plastic throw away cars to making bonified luxury car killers? I certainly wouldn’t have.

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