Hyundai working on 3 Series-fighter for 2015

[Sal Collaziano]

Filed under: Coupe, Sedan, Performance, Hyundai

According to Automotive News, Hyundai is working on a smaller rear-wheel-drive car aimed squarely at the BMW 3 Series. Reportedly dubbed "RK" internally, this new model will not launch until 2015 at the earliest, according to the report.

Details on this new entry-level performance sedan are slim, with Automotive News only reporting that the new model will use a version of the rear-wheel-drive platform that underpins the Genesis Coupe.

In other RWD Hyundai news, AN states that the larger Genesis sedan is still on track for a complete refresh, with the new model expected to arrive by the end of 2013 at the earliest as a 2014 model. As we've reported before, the next-generation Genesis will also likely benefit from optional all-wheel drive. Hyundai's Equus flagship is also scheduled to get a slight refresh in the near term, debuting next summer for the 2014 model year.Hyundai working on 3 Series-fighter for 2015 originally appeared on Autoblog on Tue, 14 Aug 2012 13:02:00 EST. Please see our terms for use of feeds.



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[Ruissimo]

I've seen this before... when Lexus released the original IS.



GOOD FOR HYUNDAI!

Though, from my perspective, this car doesn't make much sense within the Hyundai lineup. You will now be cannibalizing three other models, imo:

• The Genesis sedan - if it is a true 3-series competitor, it might take entry-level luxury buyers away, even though it'll be smaller in size
• The Genesis coupe - an RWD coupe vs... an entry-level luxury RWD coupe. Similar to "why buy an Infiniti GS coupe when you can get a Nissan 370 for much less?" - except of course, they share the same badge, unlike the Infiniti/Nissan!
• The Azera - same sized car, just different drivetrains. Sure... the looks might be very different, but in non-snowy weather, it will be a tough choice between the two models (except for sports-car enthusiasts, which, in my opinion, might not look to Hyundai to begin with, who knows?)

Now... if you break out the RK, Genesis Sedan and Equus (as well as the large luxury SUV that's coming) into their own "Genesis" brand....

(Repeat previous argument on brand segmentation)

 

[dareaction]

I've seen this before... when Lexus released the original IS.



GOOD FOR HYUNDAI!

Though, from my perspective, this car doesn't make much sense within the Hyundai lineup. You will now be cannibalizing three other models, imo:

• The Genesis sedan - if it is a true 3-series competitor, it might take entry-level luxury buyers away, even though it'll be smaller in size
• The Genesis coupe - an RWD coupe vs... an entry-level luxury RWD coupe. Similar to "why buy an Infiniti GS coupe when you can get a Nissan 370 for much less?" - except of course, they share the same badge, unlike the Infiniti/Nissan!
• The Azera - same sized car, just different drivetrains. Sure... the looks might be very different, but in non-snowy weather, it will be a tough choice between the two models (except for sports-car enthusiasts, which, in my opinion, might not look to Hyundai to begin with, who knows?)

Now... if you break out the RK, Genesis Sedan and Equus (as well as the large luxury SUV that's coming) into their own "Genesis" brand....

(Repeat previous argument on brand segmentation)

To respond to your concerns:

The Genesis sedan will move up to the $38k-$50k+ range upon the next gens arrival and this will likely start just below $30k possibly ending in the high $30k range.

The Genesis coupe will go upmarket just as this 3-series fighter will strive to do. The Genesis coupe will essentially become the coupe version of this new sedan variant. Also Hyundai doesn't have any similar performing cheaper coupes like Nissan/Infiniti does.

No the Azera and Genesis sedan are too close in length. This 3-series fighter will most likely share the dimensions of the Genesis coupe which compare favorably to those of the 3-series.

Gen Coupe:
Wheelbase 111.0 in
Length 182.3 in
Width 73.4 in

2012 3-series:
Wheelbase 110.6 in
Length 182.0 in
Width 71.3 in

 

[YEH]

@Ruissimo

It's pretty much going w/ the standard automotive segments.

Azera - large, upscale FWD (competes against the Avalon, Taurus, Maxima, Impala and the upcoming Cadenza).

RK - compact/entry level luxury (competes against the IS, G, ATS, 3 Series, C Class, A4).

Genesis - mid-size luxury (competes against the GS, M, 3G CTS, 5 Series, E Class, A6).

Equus - full-size luxury flagship (competes against the LS, 7 Series, S Class and A8).


Automakers like Lexus and GM have an "extra" model (or a few) - such as the ES or the Buick lineup (w/ Infiniti having dropped the Q).

 

[Ruissimo]

Yeah... I get it... but I still think it's too many offerings too close together in size and tech for ONE brand. Maybe Hyundai will knock our socks off next year with the redesigned Equus/Genesis/"RK"/Mystery Large SUV and announce the premium brand "GENESIS", to be sold and serviced in Hyundai dealers, but with dedicated sales staff and unique service experience/VIP area?



PS --> NO WAY does the current Genesis Coupe belong with the other cars mentioned. Not at this point. They would have to REALLY redesign the thing, inside and out, for it to make sense. Either that or rename it!

 

[YEH]

^ I don't think it's really going to be an issue.

The 2G Genesis sedan will get a pretty hefty pricebump (probably starting around $37-39k) so it will be priced a good bit above the Azera.

Plus, I don't think people looking at the Genesis (which will get more "European"/sportier) will really be interested in a soft premium (not luxury) cruiser like the Azera (somehow, I don't see you being the type who would have opted for the Azera over the R-Spec Genesis).

Now, the the new RK will be around the same pricerange of the Azera (likely starting around $30-31k), but it will be a significantly smaller sedan w/ a much stiffer ride than the Azera.

Lexus execs have stated that there isn't much movement btwn IS and ES owners and ES and GS owners (probably could add the Avalon in there as well).

As for the Genesis coupe, the next gen will be going upscale since it will be partnered as the coupe version of the RK sedan (which is where it always should have been).

So that makes for a name change for the Genesis coupe.

If Hyundai does launch a luxury brand (after the lineup fills out) or at least a sub-brand, I think the Genesis name is the way to go.

But that entails problems, since not only would the Genesis coupe (as aforementioned) would have undegone a name change, but the Genesis sedan will have to be renamed as well (after all, can't have the Genesis Genesis).

So if it comes to that, I'm wondering if Hyundai will go to an alphanumeric naming system for the Genesis lineup, but I kinda like the fact that Hyundai is differing from the Germans, Lexus, Infiniti and Cadillac in this regard.

And yeah, while Hyundai is having its dealerships upgrade their facilities as a whole, it would behoove them to have their dealerships (esp. the larger ones) to build out a separate show room for the luxury models, as well as having a separate waiting area.