GENESIS BRAND LAUNCHES ITS FIRST MODEL, G90
It's not going to be an easy road, but the Genesis brand being launched by Hyundai could be noticeably different from the template for spinoffs established previously by Honda (with Acura), Nissan (Infiniti) and Toyota (Lexus).
From the moment the Hyundai Genesis sedan was introduced in 2008, company insiders spoke about seeing whether a luxury sedan from a South Korean manufacturer would resonate with buyers. The Genesis was a solid option for customers seeking a mid-size sedan packed with features. This car also served to break new ground for Hyundai, a brand that, at the time, many associated with bargain-basement vehicles of dubious build quality.
The Genesis paved the way for the Equus, a higher-priced executive sedan, the second-generation Genesis (a multiple award-winning car) and, now, the Genesis line, announced in November.
The new line of vehicles will kick off with the Genesis G90, an executive sedan that is slated to replace the Equus and will be displayed at the Detroit auto show. The successor to the Hyundai Genesis, to be called the Genesis G80, will follow. There will be four more new vehicles introduced by 2020, a product mix that will include sedans, coupes and crossovers.
The G90 will arrive in the South Korean market first, followed in 2016 by North America and the rest of the world. The car has already scored on one front, capturing a prestigious Good Design Award in the world's oldest industrial design competition.
There are similarities between the outgoing Equus and the G90. One of the three engines available in the new car, a 5.0L V-8, is a carryover. This engine is expected to deliver a robust 419 horsepower. Also available are a pair of V-6 engines: a 3.8-litre (311 hp) and a turbocharged 3.3-litre (365 hp). The different variations will be fitted with an 8-speed automatic transmission; rear-wheel drive will be standard on each and all-wheel drive will be offered.
"From a product perspective, [the Genesis line] is going to be an extension of the current Genesis," says Don Romano, president and CEO of Hyundai Canada. "People know that it's a good quality car, but they don't understand it yet. From a process perspective, it's going to be a complete revolution. We're going to take on the industry in a way that hasn't been done before."
None of the Genesis models will share platforms with Hyundai models. So it will not be so much "badge re-engineering" as it will be brand building. This move will require greater up-front investment
"This will certainly help differentiate the Genesis brand from Acura, Infiniti and Lexus, all of which share platforms with their parent companies," says Robert Karwel, senior analyst with J.D. Power & Associates. "But it's still going to require a lot for Hyundai to establish Genesis as a viable luxury brand in what is already a crowded market."
This past summer, Hyundai pried Luc Donckerwolke away from Bentley, eventually naming him the head of its Prestige Design division. The designer, who penned the striking Bentley EXP 10 Speed 6 Concept, previously worked for Audi, where he drew the A2, and Lamborghini, where his work on the Murcielago and Gallardo helped resurrect the Italian supercar maker.
"We've done everything we can do as a Hyundai brand selling the Genesis line," Romano says. "It's like a sprinter who knows he can go faster, but doesn't have the right shoes. We know that if we're willing to take the risk, we can go further and compete with the very best luxury car makers out there."
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