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.

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Genesis shared the first official images of the GV70 on Thursday. The model slides in just below the GV80 and serves as the crossover alternative to the G70 sedan, incorporating the now-familiar quartet of LED headlights and crested grille.

The interior has been similarly inspired by its siblings, providing a look that’s synonymous with the Genesis brand but fairly unique within the industry. An ovoid steering wheel influences the rest of the cabin, resulting rounded edges replacing anything that designers might have previously penned at a 90-degree angle. The end result is an interesting and elegant space for drivers to plant themselves.

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Despite producing comprehensively equipped and comfortable sedans with a nearly unbeatable price and warranty, Genesis Motors is in trouble. Sedans aren’t selling like they used to and the company doesn’t have anything else to offer customers right now. Its first utility model, the GV80, won’t appear on dealer lots until 2020. But, upon its arrival, the mid-sized crossover will still have to contend with brand snobbery.

The GV80 will be going toe-to-toe with everything from the Infiniti QX60 and Lincoln MKX to the BMW X5 and Mercedes-Benz GLE. Genesis will need to do everything in its power to ensure the model stands out and brings everything to the table it can without going over budget. It will also need some company, which is why the brand is also planning on introducing the smaller GV70, some refreshed sedans, and at least one sports coupe. (Read More…)