Hyundai’s luxury brand is paired with a large SUV. Do rivals need to be concerned?
Infiniti Lexus, Infiniti DS Jaguar, Volvo Alfa Romeo, Cadillac – they all tried to grab a piece of the lucrative ‘premium new car market’ from BMW, Mercedes-Benz, and Audi over the past two decades. Some have failed, some have failed badly and some are still trying. Volvo may be the only company that offers a genuine alternative to its competitors, due to its design appeal and early adoption of electrification.
What hope does Genesis, Hyundai’s luxury offshoot of Genesis, have? It has the backing of Hyundai and Kia, whose models have rapidly evolved from low-end offerings to cars that can win group tests. Genesis benefits from a deep engineering capability and strong in-house hybrid and EV powertrain technology. The side trim, however, echoes the twin-slit lighting style and looks suspiciously like an aerob. The design also echoes Bentley Bentayga.
Hyundai isn’t the first to make standout luxury vehicles with its new generation of Genesis models. Since 2008, approximately 5 Series-sized saloons with the ‘Hyundai Genesis” badge have been sold in the US and South Korea. Buyers are more open to new luxury brands. After the second generation lost its Hyundai branding, the Genesis G80 was introduced. The G80 saloon that we are now receiving in Europe is the third-generation version. The brand launched the G70 and G90 smaller saloons, as well as a Genesis Coupe. However, it has struggled to gain traction in America because it did not have any SUVs.
The GV80 is the next step. This large SUV is the Genesis brand’s flagship model and will compete with the BMW X5, Mercedes GLE Mercedes Q7, Land Rover Discovery Land Rover Sport, Range Rover Sport, Land Rover Discovery Land Rover Discovery, Land Rover Sport, Land Rover Sport, and other models. Genesis’ full-sized luxury 4×4 must be compelling in a market that is saturated with other well-known brands. Let’s see what it might be.
A glance at the Genesis GV80 lineup
The GV80 is a much simpler vehicle than its European counterparts. It only has one petrol engine and one diesel engine. Both models come equipped with an eight-speed torque converter automatic.
The trim levels are similar, with a choice of Premium or Luxury. While Premium is usually well-equipped, it lacks leather seats and wood trim.