Like any immigrant trying to make it in America, Genesis has had its fair share of struggles. Hyundai’s fledgling luxury brand launched with several sedans right before crossovers skyrocketed in popularity. The Korean automaker also flip flopped on standalone stores. It was a sign executives didn’t have a concrete launch plan. With the past receding further into the rear view mirror, Genesis is extremely confident in its future. They’re getting ready for what is essentially Phase II of Genesis in America. It involves the GV80, some pomp and circumstance, and a bit of faith.
The future of Genesis rests on the shoulders of the GV80. Obviously, no one at Genesis is saying that. But it’s not hard to see why the upcoming crossover is critically important for the brand. Luxury shoppers aren’t terribly interested in vehicles with a trunk, and at the moment, Genesis exclusively sells them. To be fair, the Genesis G70, G80, and G90 received positive accolades from the press, and the trio pivoted the brand right to the top of Consumer Reports’ latest annual reliability ranking. But no automaker can make it solely on sedans these days.
Korea’s take on automotive luxury gets a bit of a boost with the GV80. It wears the trademark Genesis grille, but departs from the sedans with lighting housed in four separate and quite thin strips. The look is immediately distinctive and should help the brand gain recognition. When it launches in America later this year, it will officially begin the second phase of the brand’s “3+2+1” strategy. The three sedans were the first prong, with the GV80 and another unreleased crossover serving as the follow up. The third product will be an electric crossover. Genesis plans for the unreleased crossover and EV to arrive at dealerships by the end of 2021.
Basically, Genesis is betting their upcoming vehicles will serve as a catalyst for substantial growth. The brand’s head honcho, William Lee, isn’t stopping there:
The North American market accounts for about 30 percent of sales, while the home market of South Korea contributes the remaining 70 percent.
Aside from product, Genesis is looking for street cred. To put it more eloquently, they’re planning on introducing themselves into New York City’s social scene by establishing an “experience center” in the Meatpacking District. The new facility opens this spring and will offer more than just a showroom. In addition to displaying Genesis vehicles, the space will also house a restaurant with Korean cuisine, a library, and a venue for cultural events. Lee believes America is crucial for the brand’s global ambitions. He is confident that positive buzz in America will lead to success in Europe and China.
Genesis also plans to keep up its sponsorship of various sporting events. Chief among them is the 2020 Super Bowl. Beyond that, Genesis is currently the official luxury vehicle of the National Football League. The brand also sponsors the Los Angeles leg of the PGA Tour.
On the more practical side of things, Hyundai is working with dealers to establish standalone stores for Genesis. The company stumbled several years ago when it allowed Genesis products to be sold at a large number of Hyundai dealerships before dumping that business model. Currently, the plan is for select Hyundai dealers to establish standalone stores as soon as possible. Part of that strategy hinges on a change to Hyundai’s dealer pay system. Instead of paying dealers a flat rate for each car they sell, Hyundai will introduce a variable pay scheme, which reimburses dealers based on several metrics, including dealership upgrades.
With sales totaling 21,233 vehicles in 2019, Genesis has a long way to go. And the road to rapid expansion isn’t laid out for them. In an early review of the GV80, Car And Driver criticized the crossover for its small size, noting the lack of space in its third row. At 194 inches long, the Genesis is substantially shorter than the Cadillac XT6 and Lincoln Aviator, arguably its two biggest rivals. And the brand has yet to define itself. Genesis executives cannot easily explain why customers should choose their vehicles over the competition, simply stating they’re focused on “building the brand.” This phenomenon is not limited to Korea, as Cadillac has been saying the exact same thing for years now. Genesis needs an identity beyond an aesthetic. Fortunately, their relative youth means they don’t carry the type of baggage associated with the American luxury automakers. But that doesn’t mean the market will accept them unconditionally. If their crossovers fail to gain an audience, Hyundai have to take a hard look at Genesis. And their dealers probably won’t be too happy either.
Is it just me, or does the shape of the grille have a very Cadillac-y vibe?
It is the shape of the Cadillac badge.
I drive a Cadillac CT6 after owning three Hyundai Genesis in succession. Genesis grille may mimic Cadillac a little but I’ll tell you this; When my Cadillac lease expires I’m going back to Genesis. The quality of my CT6 isnt anywhere near Hyundai quality. Man oh man am I ever disappointed.
I recall sitting in both back to back (and reporting on it) at the Denver Auto Show when the CT6 was introduced a few years ago and thinking that Hyundai had produced a higher quality interior than Cadillac. I was somewhat surprised and it was a bit of a revelation. And on top of that I thought at the time that the CT6 had the highest quality interior of any modern Cadillac interior to date.
Hyundai/Kia and Genesis are causing people to think about if they are wanting to buy a car that is a quality item or are they merely buying a label that says something or other but often without much substance.
If Genesis can price their vehicles in the general range of the competition but pack them with more features for that price, they may be able to build an image as “thinking man’s luxury”. They are on their way with the good quality surveys, and strong styling will be a big help.
At first glance, there would seem to be no reason this crossover should not succeed, particularly if its power and feature level provides the kind of value that even most luxury buyers really want.
The G90 is significantly cheaper than the Mercedes S-Class, so it definitely seems like Hyundai is planning on using the same playbook they did when their brands were less established: lower MSRPs with comparable features/content.
For all the rave reviews and “Car of the Year” hype the G70 got, fewer than 12,000 were sold in 2019. I’ve only seen two on the road. I was hoping it would do better, but sadly, I feel like Genesis isn’t promoting the G70 enough.
They were not available until fairly late in the model year from what I understand.
I do have to give them credit for a different looking steering wheel, almost retro in design, and for distinctive front and rear lighting. So many lighting units look very similar, they would be wise to continue this on their other vehicles for a family resemblance.
That entire dash (minus the thing sticking up on top) is reminiscent of the dash in a Mercedes from the 1960s.
The most recent iteration of the Mercedes S-Class has a very similar two-spoke steering wheel.
It did at first, but not after the facelift.
Not feeling the two-spoke steering wheel. Looks like it is straight out of a 1970’s Ford.
I don’t like it, either. Two-spoke steering wheels and airbags just don’t mix styling-wise. (Ford GT excluded, but only because that wheel’s design is constrained by its shape.)
Hyundai has no choice.
If they want to keep trying to build expensive vehicles, they have to find buyers willing to give them a chance.
The window outline reminds me of a 2003 Nissan Murano. Compared to the Kia Telluride, I’m not impressed.
I know it’s far too late to change the common usage, but “quantum jump/leap” doesn’t mean all that much, as a quantum is the smallest possible unit of difference in a substance (like changing the flow rate of water one molecule at a time). It’s more about the suddenness of the change than the amount.
To my eyes the Telluride looks much more upscale. That sail panel is just odd.
I actually like the looks of this, which I have never ever said about a Korean brand product. The split headlights and taillights are a neat look and their horizontal emphasis is welcome. The grille, eh.. looks like it’s made of chicken wire, and it’s a bit cheesy that the taillights use a body colored strip to separate them, unlike the headlights that are truly separate units.
Will they be the next Lexus, or the next Infiniti?
That’s really how it will boil down to. Will they be excellent value for the money, with enough conservative good looks to appeal to the luxury market, or will they be too “Korean” in design and execution to overcome the stigma of not being German or American luxury? Lexus hit it out of the park on their first swing, copying a Mercedes vibe but at a huge discount, while Infiniti, missing a grille and using marketing that left everyone wondering what they were selling, swung wildly and missed.
With a couple of strikes already against them, with the whole dealership fiasco and a lack of SUVs until now, this had better be a hit, and not just a single. The value for money needs to be spot on, the dealership experience excellent, and the margins have to make sense for corporate to continue. That’s a big ask. I wish them the best, as Genesis is pumping out some good product.With their current management and design team, they should have a good chance at making a go of it this time around.
wow… the koreans are doing…. wow.
Bentley Bentayga comes to mind, a bit too obvious in my opinion.