Having published the first official images of the Genesis GV80 midsize crossover, Hyundai makes it clear that it does not intend to limit its presence in the premium class by sedans only.
When the Genesis sub-brand was registered in 2015, not everyone accepted positively the Hyundai leadership’s idea of joining the ‘elite club’, as the competition is too strong here. Besides, Hyundai’s business has developed well in the mass segment.
Nevertheless, Hyundai Motor decided to enter the luxury segment and pretty much invested in the project. It even designed the Genesis-specific platform.
Hyundai is not alone. Toyota has Lexus, Nissan has Infiniti, Honda has Acura. So, Hyundai has all the chances to succeed.
All three Japanese automotive giants founded their luxury brands primarily with an eye to the US car market, where they have already had strong positions and dozens of factories.
According to the statistics, Lexus, Infiniti and Acura continued their successful march around the world after the success in the United States.
As for Genesis, three sedans are currently sold under this brand: the G70, G80 and the flagship G90. The GV80 crossover, thus, has become the first representative of the SUV class. The full-size GV90 is expected later on.
The technical information about the Genesis GV80 is still miserly. We know an all-wheel drive will be optionally offered.
As for engines, we can only guess so far. The Genesis G80 sedan, which is the base for the GV80, has a 311-hp gasoline (petrol) six-cylinder motor.
The G80’s price in the USA starts at $42,550. The GV80 will likely be 10-15 percent more expensive.
How are Genesis sedans sold today? Well in South Korea. In America, their sales are declining. However, the G80 was among the TOP 10 most in-demand large luxury sedans in the United States in 2019.
The new brand has not reached Europe yet, except the Russian market. Wonhong Cho, Hyundai’s Chief Marketing Officer, said in an interview to Automotive News Europe that sales would begin in a couple of years.
By the way, Hyundai intends to build a Genesis Research Center in one of the largest cities on the continent. The Koreans are afraid of current dominance of the big German trio (Audi, BMW, Mercedes-Benz).
Moreover, there is nothing to do in Europe without at least one crossover in the Genesis lineup, and without diesel or electrified modifications.
It is worth recalling that Infiniti announced the withdrawal from the European market. Lexus is lagging behind here.