#GenesisG70

The 2018 Kia Stinger and 2018 Genesis G70 are platform partners, two new sporty and luxurious four-doors from the Hyundai Kia Automotive Group.

The timing of their release is synchronized. They utilize the same engine portfolio. They’ll compete in a similar price bracket. But there are differences. For starters, the styling is markedly different, the kind of difference one expects to find when one car, the Kia, is a hatchback and the other is a sedan. The Kia Stinger works harder to get noticed; the Genesis G70 is more subdued.

But while Hyundai’s Genesis spinoff will need to further differentiate the G70 from a marketing standpoint in order to provide a true luxury brand glow, it’s already been made clear by Albert Biermann, the former BMW chassis guru who’s now head of vehicle testing for Hyundai and Kia, that the cars are very similar. In terms of driving experience, “It’s not so easy maybe as with the styling, but I think we can find good tuning and calibration that set them a little bit apart,” Biermann said earlier this year.

A little bit.

Yet in a conversation with Manfred Fitzgerald, the senior vice president at the Genesis brand, Wards Auto received a strikingly different answer. Asked how the Genesis G70 differs from the Kia Stinger, Fitzgerald says, “You tell me. I don’t look at the Stinger. We’re focusing on something totally different.”

Your teenager calls this #shade.

First, Hyundai wanted American consumers to accept the XG300 as a luxury car alternative. If two decades ago such an idea seemed ludicrous, the XG300 — later the XG350 and then the Azera — set the stage for 2018, a year in which a Hyundai luxury spinoff, Genesis, would complete its luxury sedan lineup.

Yes, complete.

Genesis Motors launched in the United States one year ago with the full-size G90 sedan (the Hyundai Equus in a prior generation) and midsize G80 sedan (renamed from the Hyundai Genesis). In September 2017, we saw the production version of the BMW 3 Series-rivalling Genesis G70, set to arrive in showrooms this winter.

Yet while there will be more vehicles from Genesis, including SUVs and quite likely a coupe, Genesis senior vice president Manfred Fitzgerald says the sedan lineup is complete. The fledgling brand will not be moving downmarket into the CLA250/A3/CT200h arena.

Ever since Hyundai spun Genesis off into its own premium brand, we’ve been trying to figure out where it best fits. While an Asian brand, it lacks the quirkiness of most of its Japanese equivalents. It’s also not flashy like most American luxury makes. That leaves Europe and, from an aesthetics perspective, that’s probably the region Genesis spends most of its time focused on beating. It’s easy to imagine that somewhere in South Korea there’s a boardroom filled with dozens of dart boards plastered with photos of the C-Class and 3 Series, each riddled with holes.

However, the fledgling brand lacked a midsize entrant and you can’t really throw down in that part of the world without one. Fortunately, the solution to the brand’s problems is almost ready. Called the G70, it was revealed Friday at the automaker’s design center in Namyang, Korea — and subsequently announced for North America in early 2018, as a 2019 model.

Just showing up won’t be enough, so Genesis has done everything it can to ensure buyers can have the G70 on their terms and at a reasonable price. The brand has already proven it can compete on the premium landscape with its G80 and G90, but with the way it talks about the new midsize, it’s starting to sound like it also wants to dominate it.

You must wait a little while longer, but we’ll soon have a much better idea of what the Genesis G70 will look like. The entry-level sports sedan from Hyundai’s upmarket Genesis division debuts in its South Korea home market next Friday, September 15, 2017, at an event at Seoul’s Olympic Park.

In fact, in advance of the unveiling in Korea, we already have a clearer view of the Genesis G70, thanks to the timely response of one Michael Giele, who spotted the new Genesis sedan and posted images to Twitter.

Destined to provide the next major shakeup in the small luxury sports sedan sector after the Alfa Romeo Giulia, Jaguar XE, and Cadillac ATS arrived with great expectations, the Genesis G70 will be tasked with challenging the Infiniti Q50 and Lexus IS, more likely than not with more equipment and lower MSRPs. It won’t be easy for Hyundai’s Genesis brand, so the car had better look good.

A camouflaged Genesis G70 spotted testing in Germany provides a peek at the baby of Hyundai’s new luxury marque.

Photos published by AutoGuide show a compact four-door with traditional luxury sedan proportions, rather than something radical. As the third offering from the automaker’s planned six-vehicle lineup, the Korean G70 has its sights set on a trifecta of Germans — the BMW 3 Series, Mercedes-Benz C-Class and Audi A4.

Kia’s rear-drive premium sedan is looking pretty production ready in these spy photos.

The teasing has now gone on for five years, ever since the GT concept bowed in Frankfurt in 2011. The vehicle photographed near Kia’s southern California headquarters stays true to the concept’s general proportions, though the clamshell (“suicide”) doors are, not surprisingly, absent from the mix.

Designed to battle German competitors at the high end of the market, the 2018 GT will source its platform from the upcoming Genesis G70 sedan.

Hyundai officially announced late Tuesday night the launch of the Genesis luxury sub-brand and outlined what’s to come from the new marque.

The announcement comes after the possible launch was reported by Reuters on Tuesday.

According to Hyundai, the new brand will eventually sell six distinct models, starting with the Hyundai Genesis sedan and Equus which will be renamed Genesis G80 and G90, respectively, going into the 2017 model year. Those models will debut in Korea in December and in North America next spring, reported Automotive News.