[bsa_pro_ad_space id=14]
We all know Nissan’s Infiniti or Toyota’s Lexus, but we’re just getting to grips with Korean automaker’s Hyundai luxury brand, Genesis. It’s only four years old and, now, we got a taste of its latest offering, the G70, a compact luxury sedan that slots below the brand’s current offerings, the G80 and the G90. Genesis hopes to shake up the German constabulary in the segment, but this won’t be easy in a world where people sometimes look for a certain badge above all else when getting ready to take out their wallets.
In general, luxury car manufacturers are gathering a clientele by assuring its devotees that the car they’re getting is more than just a means of transportation, that’s a way for them to show to the world who they are and what they are. That’s why the brand image is vital in the luxury segment. That’s why companies that have been around the block for a while and have been able to build this image and project it onto the world (making it possible for its customers to project it back onto others) are successful while newer brands sometimes struggle to get off the ground. Genesis, which should never be confused with the Hyundai Genesis, tries to convince people that they should stray away from their Audis and Mercs and even their Lexuses and, instead, try the Korean recipe.
Considering how far Hyundai but also Kia have gone in the past decade and a half, is it safe to assume that Genesis can put its money where its mouth is? Well, that’s why we were more than happy to have a closer look at a G70, a car that’s supposed to fend off the BMW 3 Series, which has just climbed up to a new generation, the Mercedes-Benz C Class, and the Audi A4 – if we are to mention just the ICE-powered Germans. In fact, the compact luxury sedan segment is so large, Genesis will have a hard time making any sort of headlines but, as we’ve seen, it’s been able to do just that so this car is one that’s certainly strong on its feet although it has no history to rely on (and that may be a good thing).
[bsa_pro_ad_space id=15]