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Just as their Japanese competitors had done years earlier, in 2015 the Hyundai Motor Company launched an entirely new brand, Genesis, through which to market its upscale luxury models. Honda pioneered the strategy of separating its mainstream products from premium vehicles with the establishment of Acura in 1986, and Toyota and Nissan followed 3 years later with Lexus and Infiniti. But Hyundai has implemented its two brand strategy in a different manner. The Japanese manufacturers unveiled their new brands with a network of standalone dealerships, while Hyundai, for the present, sells Genesis cars through select existing Hyundai dealers. But while product differentiation and the ability to cater exclusively to upscale clientele is somewhat impaired with this approach, unlike the Japanese brands that had to start with models unfamiliar to the buying public, Hyundai had the advantage of starting with an established nameplate that has won numerous awards.
Prior to 2003 Hyundai concentrated their resources on manufacturing compact and mid-size cars and SUVs. That year the company decided to enter the luxury car market and began a 3-year, 500 million dollar development project that culminated in the introduction of the “Concept Genesis” rear-wheel drive luxury sedan in 2007. The goal was to build a car that met or exceeded the standards of cars like the BMW 5-Series and development vehicles underwent 800,000 miles of rigorous testing. The production Genesis was unveiled at the 2008 North American International Auto Show and went on sale in the U.S. later that year. North American buyers had a choice of a 290 hp 3.8L V6 or Hyundai’s first V8, a 4.6L engine that produced 375 hp, and both engines came with a 6-speed automatic transmission. Standard amenities customary to luxury class automobiles included dual-zone climate control, heated leather power seats, power windows, door locks and mirrors, keyless entry and remote starting, and 7-speaker audio system.
The Hyundai Genesis luxury sedan was named 2009 North American Car of the Year and 2009 Canadian Car of the Year, and the new V8 was named one of Ward’s 10 Best Engines. The car proved to be exceptionally well-built, receiving the top 5-star rating in all crash tests conducted by the NHTSA (National Highway Traffic Safety Administration) and it was named a 2009-2010 Top Safety Pick by the IIHS (Insurance Institute for Highway Safety). In subsequent model years the Genesis was upgraded with option packages that included navigation and larger alloy wheels, a larger available 5.0L V8 engine, and 8-speed automatic transmission with manual shifting mode. The Genesis was completely redesigned for the 2015 model year. All-wheel drive became optional on vehicles with the 3.8L engine and in addition to an extensive array of standard features, several available option packages could add features including a panoramic sunroof, auto-leveling HID headlights, power tilt and telescoping steering column, heads-up windshield display, and safety features like adaptive cruise control, lane departure warning, automatic emergency braking, and front and rear parking sensors.
There are two models in the inaugural Genesis lineup for 2017, the G80 4-door sedan, which is based on the previous Hyundai Genesis, and the all-new, and larger G90 4-door sedan. The 118.5” wheelbase G80 is available with a 311 hp 3.8L DOHC (Double Over Head Cam) V6 engine with rear-wheel or all-wheel drive, and 8-speed shiftable automatic transmission, or 420 hp 5.0L DOHC V8 engine with rear-wheel drive and 8-speed shiftable automatic transmission. Standard equipment includes 12-way power leather heated seats, leather wrapped steering wheel with power tilt and telescoping column, dual automatic temperature control and integrated memory system for the driver seat, steering column, and side mirrors, LCD information display, touchscreen navigation system, Bluetooth hands-free phone system with voice commands, 7-speaker audio system, rear view camera, blind spot detection, automatic emergency braking, lane departure warning and much more. The available Premium and Ultimate option packages add features including panoramic sunroof, ventilated front seats, power rear sunshade, full color heads-up display, and power trunk lid.
The G90 is the flagship of the Genesis line. It’s available in 3.3T Premium and 5.0 Ultimate trim levels and both are available with rear-wheel drive and all-wheel drive. The 3.3T Premium is powered by a 365 hp 3.3L Twin-turbo V6 with 8-speed shiftable automatic transmission, while the 5.0 Ultimate has a 420 hp 5.0L GDI (Gasoline Direct Injected) DOHC V8 engine and 8-speed shiftable automatic transmission. Among the many standard features are 19” alloy wheels, automatic headlights, heated and power folding mirrors, rain sensing wipers, 3-zone automatic temperature control, heated and ventilated front seats, 22-way power driver seat, power rear and side window shades, power tilt and slide sunroof, multi-view camera, 17-speaker audio system, full color heads-up display, navigation system, driver attention alert, lane keep assist, automatic emergency braking, front and rear parking sensors, and much more. The 5.0 Ultimate adds LED headlights, and power and ventilated rear seats.
The Genesis strategy for success is offering luxury, performance, reliability, and service equivalent to or better than their Japanese, German, and American rivals, but at a much better price. Each Genesis comes with a 10-year/100,000 mile powertrain warranty and 3-years/36,000 mile complimentary scheduled maintenance, and this complementary service is one of the ways that Genesis intends to set itself apart. Genesis owners can set up service appointments in several ways: online, by phone, using a mobile app, or through the vehicle itself using Genesis Connected Services. A valet will then come pick up the car at the time and place of the customer’s choosing, leave a courtesy vehicle for customer use while the Genesis is being serviced, and then return the Genesis when service is completed. The Connected Services feature is also included for the first 3 years of ownership and includes Remote, Guidance, and Connected Care Packages that provide remote lock/unlock, maintenance reminders, destination search, on-demand diagnostics and many other forms of assistance.
Eventually, parent company Hyundai plans to build a standalone dealer network for its luxury brand, but for now Genesis cars will be featured in areas of Hyundai dealerships that are set apart from the company’s mainstream offerings, creating a kind of store-within-a-store. Hyundai dealers authorized to sell Genesis vehicles receive special training so they can properly service the cars and provide the kind of sales and service experience that luxury buyers are accustomed to. Genesis vehicle offerings will also be expanded in the future; within the next few years a coupe and two SUVs are expected to be added to the lineup.
Dress your vehicle up. Keep it running at its peak or unleash its hidden power. Make it look like it just rolled off the show room floor. Take care of it and maintain it. You name it, we've got it. We have gathered everything you need to make your Genesis perfect both inside and out. CARiD's job is to meet your every expectation and provide you with quality and durable accessories and parts designed with excellence in mind. Whether you're after luxurious style, brisk performance, or anything in between, our wide assortment covers all the bases.
Guides & Articles
Useful articles fast to read and guides easy to understand written by mechanics and car enthusiasts to turn your shopping experience with CARiD into a pleasure
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