"Keeping the Genesis in stock will be the really tough part."
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If you ever wanted to know what three quarters of a billion dollars looks like, take a gander at the 2009 Hyundai Genesis.
That's how much the Korean automaker spent developing its first luxury car for the American market, and it can be yours for the low, low price of $33,000.
If that sounds like a lot to you for a Hyundai, join the club. The perennial value brand has its work cut out for it convincing buyers that it can seriously be considered an alternative to the luxury offerings from Japan and Germany, not to mention Detroit, even at a bargain price.
After spending a day driving several models of the car on the winding roads paralleling the Hudson River in New York City's northern suburbs, I'll venture to guess that getting high-end shoppers in the doors of its dealerships will be the second hardest challenge Hyundai has ahead of it.
Keeping the Genesis in stock will be the really tough part.
At the press drive introduction, Hyundai made no excuses for the Genesis, nor did they need to. Unlike some past offerings from the brand, there is very little "you get what you pay for" about the car. It is just plain good.
The Genesis is a large vehicle, with exterior dimensions that fall between most mid- and full-size sedans. Considering it's priced like a compact, that's an achievement unto itself. The exterior — an amalgam of Mercedes, Lexus and BMW themes — breaks no new ground, but there is also nothing about it that is wrong. The design is clean and well-proportioned without any notable missteps, which is more than many of the cars it will compete against it can say.
The grille was the last feature finalized, and what Hyundai went with kind of looks like a barista drew an S-Class grille with chocolate sauce on the top of a cappuccino, then ran a coffee stirrer down the center.
The only thing missing is a Hyundai logo, but that is intentional. The company is trying to establish Genesis as a sort of pseudo-luxury brand without going to the trouble and expense of starting a separate sales channel like the Japanese did with Acura, Infiniti and Lexus. It probably isn't special enough to hang all of that on to it, but it will do the trick for now, and is definitely more attractive than your standard Hyundai front end.
One of those fancy proximity keys unlocks the door as you approach, and there's a button on the dash to start the engine with. Genesis is available with either V-6 or a V-8, and you won't find yourself wanting much with either. The six cylinder churns 290 horsepower through the rear wheels and manages 27 mpg on the highway, which is very good for a car of this size with that much power. Give the gas pedal a nice prod and you'll feel a strong shove into the seat.
Do that with the eight cylinder and you might end up in the back row. The 375 horsepower is all you need to know about it, but a 25 mpg highway rating is a nice surprise, and as much as you'll find in just about any car it competes with. Starting price for a Genesis with the big motor is just $38,000.
Always watching out for your bottom line, Hyundai makes a point to tell you that while premium gasoline is recommended for the V-8, it'll run just fine on regular. In fact, they are the only automaker I know that gives you the horsepower rating for the lesser grade fuel, and at 368 horsepower, you might as well save the money.
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