It took decades for Toyota to crack the European market with Lexus but look at it now: from low mileage year-on-year to what should be around 75,000 sales in 2024. Hyundai knows it must be patient with Genesis in this section, with what remains. polite The same applies in China.
Detailed full-year data is yet to be published but looking at local trends as at the end of November, the number three brand in South Korea should have delivered around 130,000 cars and SUVs. In the case of the US, the volume is likely to be 70,000-plus. Europe will be around the 3,000 unit mark, with the UK – one of just three markets – accounting for around a third of that. China? It's a tough slog but Hyundai seems determined to keep going, even with 2024 registrations likely to be just around 1,000 vehicles.
What stops the volume from increasing faster?
Apart from the lack of MHEV, HEV or PHEV powertrains, the other thing holding Genesis back in the UK, Switzerland and Germany is brand awareness. Again, the Lexus comparison is true: when people see one of the cars they want to know what it is. I've driven all models but only recently got to spend more than a few hours with the Electrified GV70. As expected, conversations start like this: “nice car, what is Genesis?”.
This electric SUV looks almost the same as the petrol one except for the lack of a fuel filler. Instead, the charging ports are strategically placed on the edge of the grid under a diamond-shaped cover. You'd never know it's there until you press a finger on that corner and … click … the sockets are revealed.
Almost three thousand / kWh
For an SUV weighing 2.3 tons, delivering just shy of three miles per kilowatt in winter is a good result. That translated to about 225 miles but you could expect maybe another 25 under more favorable conditions (eg leaving the A/C off). You also get standard four-wheel drive and good performance, zero to sixty-two miles per hour coming up in just 4.2 seconds when you press a steering wheel button labeled 'Boost'.
There is exactly the same battery pack, its capacity is stated as 77.4 kWh although that is full, net 72.6 kWh. The power of both motors is 360 kW (490 PS) with 700 Nm of torque. Progress is as quiet as you'd expect from a luxury marque with only the slightest hint of rubbing off the mark.
The electronic all-wheel drive system handled a large puddle of rain and even some snow with aplomb. There was no tire spin, corning felt completely safe and although the steering could do with a bit more the comfort of the suspension system felt much appreciated. As good as all the models look, if more people knew about Genesis itself, they would surely fall for the cars.
Just a luxurious feeling
Hyundai must have decided to specify only high-quality materials for the interior, as the Electrified GV70 is a special case. The tester came with several option packages, pushing the OTR price to GBP77,825 from the standard GBP64,300.
Diamond-shaped detailing and elegant piping on the leather front seats, dash cover and door cards along with soft lighting, well-weighted controls and at least I Demand Your Attention gimmicks add to the luxurious aura.
Another thing that Genesis (or its parent) is very good at is keeping the new models coming, along with updating what's already in the range. We've just learned that a revised GV60 will make its debut in South Korea soon, although whether or not a bigger battery is yet to be announced. And many more are on the way later in 2025 and beyond. India is also rumored to be a new market and there will certainly be others.
Next models
In the line today is the GV60, an electric SUV, with the launch in 2021/2022 GV70 and Electrified GV70 the next size up. Then comes the GV80 with a GV90 to be added in 2026. That one, like the GV60, will be electric only although sources indicate both standard and extended wheelbase groups, it was expected the latter has coach doors (like a Rolls-Royce).
As well as the SUVs, the G70 and its Shooting Brake estate product continue, as does the G80, the brand's mid-size car. Above these two is the G90 and its LWB product. Of the three, only the G80 can be ordered as an EV (and the LWB body is now standard for the Electrified G80). What about hybrids though?
Although there are only zero petrol-electric Genesis models today, Hyundai is working quickly to launch a range-extending powertrain for multiple vehicles. That could include the GV70, GV80, GV80 Coupe and G90, each of which should be announced in the second half of this year, along with facelifts in all cases.
Finally, the sub-brand Magma. Still unannounced but due later this quarter, a production version of last year's GV60 Magma should be part of the revamped model range. Expect the same striking looks as the prototype, along with significant upgrades to the power and chassis dynamics. The brand's racing credentials will also soon be on display, the first international tour to be held in, of all places, Australia. in a few weeks.
Reaching 250,000
With the current lineup and what's to come, maybe the quarter million global sales mark will finally be reached this year or next? The cars are certainly good enough to warrant that potential – surely eventually – performance.
“How long will Genesis be an obscure luxury brand? ” was originally created and published by Just Autoa brand owned by GlobalData.
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