Official Press Release: Hyundai Motor Launches New Global Luxury Brand, 'Genesis'

[srobak]

Yep - welded shut like the General Lee. Slide over that hood and hop through the window. Good luck to those of us who are in shape (read: round) and will get stuck. At least we will know how a dog feels going down the road...

 

[dareaction]

It's a computer rendering. I'm seriously not sure if people are serious about the lack of door handles and tires or not but across multiple auto sites people seem to be completely focused on those. Again it's a computer rendering and most computer renderings do the exact same. Obviously the production version will have handles and tires.

 

[Mark_888]

It's a computer rendering. I'm seriously not sure if people are serious about the lack of door handles and tires or not but across multiple auto sites people seem to be completely focused on those. Again it's a computer rendering and most computer renderings do the exact same. Obviously the production version will have handles and tires.

More specifically, it is an "artist's" rendering, done on a computer. So the point is that maybe we should hold off until it arrives and we can see what it really looks like, before we say whether we like it or not.

 

[srobak]

I know. I'm just making jokes

 

[YEH]

Speaking of renderings, some of the next Kia Cadenza (a bit stylized, but should give an indication of the next K900 and the new GT/K800).

Basically same layout as the Genesis, Equus and K900 with that horizontal dash but has a bit more of a modern flair.

I like the thought of having Genesis aim at traditional luxury buyers and Kia's luxury cars aim at sport-luxury buyers. While Mercedes-Benz DOES have AMG vehicles - which aim a bit at BMW-type buyers (sport-luxury) - most of their lineup is for traditional luxury buyers. The S-Class is pure luxury. The E-Class favors luxury as well. Of course, outside the AMG versions of these cars...

Pretty much it - the GT/K800 will be smaller and sportier than the Genesis/G80 and the same will hold for the next K900 in comparison to the G90; and in light of that goal, the Kia models will have more of a 4-door coupe or fastback design - sacrificing some rear headroom for sexier sheetmetal.

Can basically think of Kia doing the 6 Series Gran Coupe or A7 while Genesis does the 5 Series or A6.

I really think that you are making the case that HMG has ultimate control over Kia's direction. For example, Peter Schreyer works for both Hyundai and Kia. Who pays him?

Schreyer now oversees design for both Hyundai and Kia for HMG, but he is still the chief of design for KMC (so, in a way, he's like his own boss).

With respect to Hyundai, as the HMG overseer of design, he oversees the work of Thomas Burkle in Germany, Christopher Chapman in the California design studio, whoever is the head of Hyundai's design studio in Korea (if there is still a head there) and now Luc Donckerwolke as the head of design for the Genesis marque.

I dont think Kia would be just handing over its K900 technology to Hyundai. In a way, the new Genesis company is not really Hyundai anymore. I would more consider it a premium division of the Hyundai Motor Group's automotive operations. The K900 could either be folded into it, or eliminated.

The difference is that if that were the set-up, Genesis (Motor Company) would be a fully-owned subsidiary of HMG - that's not the case for KMC.

 

[martyk]

New 2017 Genesis Coupe

I just so the"Last Witch Hunter" movie with Van Diesel, and I think he was driving the new Genesis coupe. I look just like the Austin Martin.

Marty

 

[YEH]

Some clarifications w/ respect to the Genesis brand and lineup.

1st - was always a bit dubious of the sources citing 1 crossover and 1 SUV - will be 2 CUVs (one based on the Genesis/G80 and presumably one based on the smaller, entry-level sedan).

- As expected, only select Hyundai dealerships will get the Genesis brand (selling the Equus is no guarantee).

- No requirement for the build-out of separate facilities aside from having a separate showroom space as required for the Equus. Hyundai figures that will come in time organically on a dealer to dealer basis as sales increase w/ the fuller lineup.

http://wardsauto.com/management-str...brand-selective-separate-showrooms-not-forced

 

[Sal Collaziano]

Some clarifications w/ respect to the Genesis brand and lineup.

1st - was always a bit dubious of the sources citing 1 crossover and 1 SUV - will be 2 CUVs (one based on the Genesis/G80 and presumably one based on the smaller, entry-level sedan).

- As expected, only select Hyundai dealerships will get the Genesis brand (selling the Equus is no guarantee).

- No requirement for the build-out of separate facilities aside from having a separate showroom space as required for the Equus. Hyundai figures that will come in time organically on a dealer to dealer basis as sales increase w/ the fuller lineup.

http://wardsauto.com/management-str...brand-selective-separate-showrooms-not-forced

Good information. Okay, so we're not looking at a BMW X5 competitor but more like a Lexus RX and NX competitor. That's fine with me. By the way, I saw my first new RX on the road today and it looks excellent.

 

[Mark_888]

According to the Wards article, about half the current Hyundai dealers now carry the Equus, so that may be good indication of how many will sell the new Genesis brand.

 

[YEH]

Good information. Okay, so we're not looking at a BMW X5 competitor but more like a Lexus RX and NX competitor. That's fine with me. By the way, I saw my first new RX on the road today and it looks excellent.

Think we are looking at an X5 competitor in being RWD-based (as all Genesis models are to be).

So one CUV based on the Genesis/G80 platform - and hence, presumably while not having as an efficient space layout as FWD-based CUVs, should make up for that w/ increased size (larger than the X5, allowing for a 3rd row); if the Genesis brand is to go w/ only a 2 CUV lineup for the forseeable future, it's impt. that the larger one is big enough for an optional 3rd row).

The smaller CUV will presumably be based on the smaller RWD sedan.

Haven't yet seen the new RX and don't think it's going to change my mind when I do.

*****

Think they are making the right choice in not requiring the Hyundai dealerships which get a Genesis franchise to build out new facilities (aside from building out a showroom within a showroom, which shouldn't cost more than $50-100k) - esp. as it will be some time before the lineup is fleshed out.

Plus, don't think they know themselves which route they want to take with the Genesis brand - whether to go with a totally separate dealer network or to have an adjoining building/showroom (can share the service bays as long as separate service lounges; but once Genesis sales really get going w/ the full 6 model lineup - probably would have to increase the # of service bays).

Another possibility is to allow both - depending on what the franchisees want to do.

Some Hyundai dealerships are huge and very nice for a mainstream brand - not really any different from some luxury-brand dealerhsips (putting up a separate building/showroom on a shared lot really shouldn't make prospective luxury buyers feel like they aren't getting a luxury experience).

One such Hyundai dealership opened up somewhat close by; and probably not coincidentally, a smaller/dingier but longstanding Hyundai dealership closed - tho this dealership was in a ritzier area (down the street from a luxury dealership).

Some dealership groups might think it worth the expense to build a separate Genesis dealership (and wouldn't have to be a current Hyundai dealership).

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[Sal Collaziano]

One of the reasons I'm doubting an X5 competitor is because the hotter selling CUVs/SUVs right now are small - and smaller. The Lexus RX and NX sizes seem to be selling the most. That makes me feel Hyundai will follow along those lines until they need something bigger - and then go for the X5. But I'd love to see a Genesis X5 competitors - along with a nice, rear wheel drive RX-size competitor.

 

[kn5owa]

Maybe they'll issue free wing badges as a retrofit.

 

[YEH]

One of the reasons I'm doubting an X5 competitor is because the hotter selling CUVs/SUVs right now are small - and smaller. The Lexus RX and NX sizes seem to be selling the most. That makes me feel Hyundai will follow along those lines until they need something bigger - and then go for the X5. But I'd love to see a Genesis X5 competitors - along with a nice, rear wheel drive RX-size competitor.

Well Sal -

Hyundai had already stated that the Genesis 6 model lineup will be RWD on dedicated platforms; I can they can always change their mind, but I think they will take lower sales volume for higher ATP (compared to Genesis-branded FWD CUVs).

YTD, Lexus has sold 113,286of the NX and RX.

BMW has sold 90,112 of the X1, X3, X5, X4 and X6.

Whereas BMW sells a bit less, the ATP on the BMW CUVs is a good bit higher (the ATP for the NX is closer to the X1 than the X3; the ATP for the RX is closer to the X3 than the X5).

There are enough automakers out there chasing the same type of market w/ FWD-based CUVs - Lexus, Acura, Lincoln, Volvo, Buick and Audi (Cadillac w/ 1 model at the present; think their future CUVs will be RWD-based).

For RWD-based CUVs - it's pretty much BMW and MB w/ Jag to soon join the fold (and likely Cadillac down the line).

If Hyundai can offer RWD-based CUVs at FWD prices - then they would be offering something different.

For instance, a Genesis/G80 based CUV that would be larger than the X5 (have a decent sized 3rd row) and priced alongside (if not slightly undercutting) the MDX and RX.

In addition, Hyundai needs to do something that will distinguish the Genesis marque not only from the Japanese, but from Hyundai and the other mainstream brands as their models get progressively upscale.

See the new Tucson and the upcoming new Mazda CX-9; the next gen Santa Fe in all likelihood will get a near-luxury interior the way things are going - so what's to separate a Santa Fe based Genesis CUV from the Santa Fe aside from a bit nicer interior?

As an aside - 2 things.

The US market will finally be getting the V6 K900 next year (w/ some additional upgrades and minor cosmetic changes); late (I guess Kia was waiting for the MCE), but should bump up K900 sales which already have been outselling the Equus (due to a killer lease deal).

Some notes re early testing of the G90 = the rear seats are supposed to be killer (certified by some German group in having optimal support and comfort) and Hyundai has taken steps to really make the ride plush w/o making the handling mushy.

 

[Mark_888]

I think the issue with regard to RWD vs FWD on an initial Genesis CUV/SUV is time to market. It is much quicker to spiff up a Santa Fe than to develop a brand new RWD entry.

 

[PMCErnie]

In '13 or '14 they could easily have pimped-up a 2.0T AWD Santa Fe Sport and sold it as Genesis model. I chose my Santa Fe Sport over the Lincoln MKC and the Lexus RX350. Both were over-priced, but had some nice luxury features. A Genesis version of the Santa Fe for a few thousand dollars more would certainly have captured my sale. However, the current Santa Fe is now 4 years into its life cycle it would be too late to bother upgrading it. Instead, they will likely do the same thing with the next generation Santa Fe. They could even debut the luxury Genesis version one year earlier than the new Santa Fe. Time will tell. If I was calling the shots, I wouldn't waste my time creating an exclusive RWD version.

 

[gameday22]

The only thing that kinda gets me is when Hyundai came out with the first generation of Genesis they never wanted a luxury division..now that they are becoming successful with the car it joins the "upper echelon" with the Equus.

The price jump from 1st to 2nd Generation is well justified, considering how much is offered on a fully loaded 5.0 it's a bargain versus a similarly equipped BMW or Mercedes..for that matter pretty much any car at 50k with discounts etc. (unless someone want's to interject what they consider competition at this price point?)

 

[YEH]

1st Genesis model seen uncovered!

Some of the elements (side/rear) which I didn't care for based on the spy-shots and renderings don't look so bad here.

The G80 should look better as well if its MCE gets a similar treatment up front (which is the best view of the G90).

I think the issue with regard to RWD vs FWD on an initial Genesis CUV/SUV is time to market. It is much quicker to spiff up a Santa Fe than to develop a brand new RWD entry.

In '13 or '14 they could easily have pimped-up a 2.0T AWD Santa Fe Sport and sold it as Genesis model. I chose my Santa Fe Sport over the Lincoln MKC and the Lexus RX350. Both were over-priced, but had some nice luxury features. A Genesis version of the Santa Fe for a few thousand dollars more would certainly have captured my sale. However, the current Santa Fe is now 4 years into its life cycle it would be too late to bother upgrading it. Instead, they will likely do the same thing with the next generation Santa Fe. They could even debut the luxury Genesis version one year earlier than the new Santa Fe. Time will tell. If I was calling the shots, I wouldn't waste my time creating an exclusive RWD version.

Doing it that way runs the risk of the Ford/Lincoln problem (where Lincolns have long been seen as spiffed up Fords (likely to change some w/ the new Conti).

In order to avoid that somewhat/better - would have to design/develop/test entirely new sheetmetal and interior while using the Santa Fe platform, but it wouldn't take any longer to do the sheetmetal and an interior based on the Genesis/G80 platform.

And let's remember that Lexus' ATP is closer to that of Acura than it is to BMW or Mercedes.

 

[OneFunGenesis]

Love the back and side shots. The front is abysmal! I would buy it if the front was more timeless like the back. The front is trying to be an Audi/Infiniti Q50 mix while the back is S Class/Bentley Continental ish. It is fighting its own image

 

[Doc W]

IMHO the front end is fugly.

Unless you like overdone LED DRL's. . .

Doc

 

[gameday22]

One thing Hyundai is still definitely behind on is lighting, IMO the headlights on the new Genesis aren't anywhere near as bright as they should be and cast a weird light pattern on the road (not very uniform coverage) as you can definitely see gaps in it. The automatic high beam assist works well in most situations but does get tricked on occasion.

I'd like to see full LED headlights with shutter technology or Laser, Hyundai has proven time and again how they can bring top end tech to the market for way less than the competition and automotive lighting should be no exception. For all the safety features the car offers lighting up front leaves something to be desired. The rear lights are incredibly bright and the LED turn signals are great looking.


It's a game changer to get in one of the new BMW 7 series with Laser Headlights, the light output is phenomenal (yes I'm sure expensive) but make it an option that can be ordered if your going to make an upscale division out of the Genesis.