Genesis made a name for itself with value-forward vehicles that bring enough tech, luxury, and performance to beat rivals from Europe and North America. Once part of Hyundai, the automaker has begun electrifying its lineup, so we’re starting to see that brand-building power with a wave of new cars and SUVs. Genesis just announced pricing for its latest EV, the 2023 Electrified G80, which will start at $80,290 after a $1,095 freight and destination charge.
Genesis is an interesting brand. Decades after Japanese automakers launched premium nameplates of their own, South Korea’s Hyundai decided to spin off one of its sedans into an entire luxury sub-brand in 2015. The resulting vehicles have been solid performers, representing excellent value for individuals in the market for something fancier. Genesis is building real luxury cars and working to differentiate those models from Hyundai Motor Groups’ mainstream products.
But it’s had to overcome plenty of obstacles. While Genesis’ product might be dunking on some of the other Asian luxury brands, achieving the same notoriety has been difficult for the fresh nameplate. The company also isn’t targeting Acura, Infiniti, and Lexus. Its sights are set on the Germans, with many vehicles already comparing favorably. But if Genesis is to become a serious rival, it needs to distance itself from the Hyundai and Kia models it traditionally shares a lot with — resulting in its very first standalone retail store in the United States.
With dealers having spent the last 12 months placing egregious markups on automobiles, it has become a seller’s market, to say the least. New vehicle transactions are currently averaging $6,000 more than they would have been in the previous annum. But prices had already climbed by $3,000 (year-over-year) in 2020 due to production shortfalls, encouraging fleet managers to scoop up every used vehicle they could find until secondhand cars became likewise overpriced.
It’s an abysmal situation for consumers and automakers have begun to realize they’ll be getting blamed if something isn’t done. As a result, we’ve started to see manufacturers publicly chiding showrooms for placing lofty “market adjustments” on new automobiles. Ford Motor Co. and General Motors have both made formal declarations that they’ll be penalizing dealers who issue ludicrous markups on products wearing their emblems, with Hyundai Motor Group issuing similar threats to greedy retailers this week.
Some of us who are rapidly approaching a certain age will clearly recall when Lexus (and Infiniti, to a lesser extent) first showed up on the luxury car scene and promptly took the establishment to school. Fast forward 30+ years and we find an upstart Korean brand attempting the same thing – and being largely successful.
The GV70 plugged an important hole in the Genesis lineup, given the perpetual thirst of Americans for crossovers and SUVs. Its unique lighting treatments might be a love-it-or-leave-it affair, but there’s no denying this thing brings the goods to a cutthroat segment.
We love categorization, don’t we? We must always define exactly who or what something or someone is before we can be satisfied. Whether by gender, race, political persuasion, religion, society has always done great things when we reduce to base characteristics and put everyone into their neat little boxes.
Cars are like this too. We have definitions for compact, subcompact, full-size, and midsize cars – but the definitions are always in flux. Crossovers and SUVs are their own Linnaean nightmare – and don’t get me started on how to define luxury. It used to be 10 steers worth of leather and enough road isolation to allow for delicate medical procedures in the backseat, but times have changed. The 2022 Genesis GV70 is a different look at tall car luxury.
When discussing the large-and-in-charge sedan segment, it would appear that reports of its death are greatly exaggerated (at least in Korea). Despite the beyond-dominant popularity of crossovers and SUVs, the crew at Genesis is plowing ahead with packing its portfolio full of sedans. The latest? A revised version of the enormous and in-yer-face G90 dreadnaught.
As I’m sure many of you who’ve read my work here know, I’m not a full-time automotive journalist. I work in a sales career – my nights and weekends, when not occupied with my kids and their activities, are spent in my dungeon of a basement office, mashing out car reviews and other stuff. I literally take vacation from my day gig to go on the occasional new car launch for TTAC and other places. So, I don’t get to write about every car I drive – and occasionally, it takes me a while to publish on a car I’d driven months ago. Witness reviews publishing in June that have snow in the background (Ed. note: You’re not the only one. Ahem).
I’m mentioning this as it’s been about three months since I drove the 2021 Genesis GV80. It’s been a busy summer, to be certain, but I’ve had time. But every time I open a new Word doc and title it “2021 Genesis GV80 Review.docx,” I sit staring at a blinking cursor for what seems like hours before I pack it in and resolve to write another day.
My struggle comes from my complete lack of complaint about the GV80 – and my total concern that I come off to you, the Best & Brightest, as a Genesis shill. If a midsized premium SUV/wagon/crossover thing is what you need, I can think of no other vehicle that is better. If you have the means, I highly recommend picking one up.
Genesis presented its vision a sustainable future on Thursday and settled upon total electrification, just like every other automaker. Hyundai’s luxury component plans to become a “100-percent zero-emission vehicle brand by 2030” but foresees the need to wait until 2025 to transition its fleet entirely over to battery and hydrogen power.
Does it mean anything? If the automotive industry’s prior promises of automated driving and EV sales are anything to go by, probably not. However, electrification has gotten a major kick in the pants over the last few years as governments have ramped up regulator pressures and the sector has been flooded with money to help the cause. So there’s certainly a chance, just like when you play the lottery.
Having distinguished itself from the rest of the Hyundai Motor Group, Genesis has been furnishing desirable luxury vehicles that are a little easier on your pocketbook than what’s on offer from Germany. But it’s still inextricably linked to its corporate family, which recently introduced the Hyundai Ioniq 5 and Kia EV6 to make sure everyone knows they’re not snubbing electrification. Not wanting to be left out, Genesis has revealed something riding on the E-GMP platform as well.
Unfortunately, it’s kind of hideous.
While it’s not scheduled to make any public appearances until the United Kingdom’s Goodwood Festival of Speed kicks off in July, Genesis is dropping photos of the G70 Shooting Brake like it’s just days away from hitting the market.
Not our market, of course. The manufacturer shrewdly decided to leave the wagon in Europe, angering thousands of North American drivers who beg for vehicles like this with no intention of ever buying one. But it sure looks nice, with Genesis managing to stretch the bold design of the G70 sedan while adding a substantial amount of cargo capacity.
Genesis teased the rather handsome G70 Shooting Brake (wagon) this morning, highlighting the brand’s ability to design sophisticated automobiles that don’t need to compete directly with the cost of your home. Unfortunately, just about every automaker on the planet has decided that wagons have no business in America. This includes Genesis. The manufacturer made it clear that the liftback G70 was designed specifically for Europeans.
While the body style used to be the king of the road, it was supplanted by the minivan in the late 1980s. By 1996, the last American full-size wagons (Buick Roadmaster and Chevrolet Caprice Classic) were discontinued. The region had lost its taste for them and the industry has been operating under the assumption that the feeling has gone unchanged for thirty years. Aren’t we due for a resurgence?
Golf legend Tiger Woods was involved in a nasty one-car accident yesterday. He survived, but he suffered serious injuries, and his golf career might be in jeopardy.
Not long after my social feeds lit up with the news, I came across a tweet in which it was clear that he was driving a Genesis GV80. One that bore the logo of a recent golf tourney on its door. Woods had apparently been loaned the car by Genesis.
If you feel like you’ve had your fill of news relating to electric cars, you’re not alone. Sadly, that’s just about all the industry is willing to let out of the bag right now. Whether you’re trying to pump staffers for information using sweet talk or waggling a crowbar in front of their face, they don’t have much else to discuss ahead of the holidays.
But that doesn’t mean there can’t be good news. Hyundai Motor Group, one of the few manufacturers that (mostly) hasn’t left us clenching our teeth when announcing decisions, has announced it’s building an all-new, electric platform that won’t have a laughably pathetic rang e. Unveiled in Seoul, South Korea, on Wednesday, the Electric-Global Modular Platform (E-GMP) promises sports-car levels of acceleration, outstanding flexibility, and production models boasting ranges in excess of 300 miles.